The Psychology of Color

Sep 25, 2013 | Brand, Communication, Creativity, Graphic Design

Rainbow eye

The psychology of color is an incredible thing. Colors are symbols for a huge range of objects and have the power to evoke strong emotions in us. For example, we often shout the colors associated with our favorite sports teams like, “Go Red!” or “Go Blue!” We also use colors to set a mood, like painting a room a light blue to portray calm and tranquility.

Color is a great way to get clients excited about your business. When deciding on what colors to use for your marketing campaign, don’t simply choose your favorites. Think about your business and the message you are trying to convey. It is important that the colors you choose for your marketing campaign match the message you want your audience to hear.

Because there are an infinite amount of colors, lets take a quick look at the primary colors and what they convey:


There are some very obvious emotions associated with red: love, passion, and anger. But red is also associated with energy, power, and danger. Red is a great color choice for promoting energy drinks, sports, games, cars (all the best sports cars come in red), and anything else associated with energy.

Surprisingly, red is also associated with appetite. Many restaurants, including McDonalds, Pizza Hut, Wendy’s, and Chipotle use red in their marketing strategies. I’m sure it’s no accident that there is a large red screen with the McDonalds logo in the center at the end of their commercials.


Blue is associated with calmness, serenity, creativity, depth, and stability. Unlike red, blue is known for suppressing appetite. Blue is also commonly connected with water and sky. Due to this relation, blue works well for products that may be associated with air, such as air conditioners, air filters, or air travel. It is also linked with cleanliness, which makes blue great for promoting cleaning products. Did you know window cleaner is dyed blue?

Blue is also connected with productivity and is therefore the most used color in offices. It is also the color most preferred by men and dark blue is the color of choice for corporate America.


This color is connected with sunshine, intellect, energy, and happiness. Yellow can also indicate loyalty and honor. It is an attention getter which is why some street signs and taxi cabs are painted yellow. Because it stands out, yellow is a good color of choice for attracting attention to your business. It also promotes happiness and joy, two attributes that would be beneficial when tied to any brand.

Because I have only covered the primary colors I encourage you to research more. Even slight variations in color can mean the difference in conveying joy versus anger, or peace versus energy. Color schemes shouldn’t be taken lightly, so spend some time researching what colors to use based on what you are marketing.

Great colors, great design, and a consistent message will lead to a powerful marketing campaign.

What colors best describe your products or services?

For more colors, check out this cool info graphic.

Brandon Heim
Front-End Developer
Learn more about Brandon!

About 212 Media Studios

212 Media Studios is a full service marketing agency, based in Warsaw, IN. Providing services such as SEO, social media management, print marketing, branding, and videography, 212 Media Studios specializes in helping businesses of all sizes catapult their marketing and brand awareness to the next level. To learn more about 212 Media Studios’ services visit our services page or contact us with special requests or for more information.

More from our blog:

Taking Video Marketing to the Next Level

As new technologies develop, the possibilities for your company's video initiatives are endless. But popularity favors the ones who make a splash first. Our whitepaper will give you three simple tips for staying ahead of the curve.