Use Color Power to Boost Your Marketing Power

color power

As marketers, we know that business is an art of persuasion. While there are many things that influence shoppers, it is often the subtle and less noticeable visual inputs that generate the most power for your branding campaign. Science has studied and measured the emotional effect that color has on humans and our buying decisions – here are their findings for you to use to your sales advantage.    

color power

The Power of Color on People & Buying


Color shades have potent effects on people’s moods and buying activities. You can influence your customer’s purchasing behavior and choices, to your benefit, by using the right color in your logo design, branding, and advertising campaigns. I used red in my new 99 logos because it is bold and attention-getting.

Scientists Prove that Color Markets

Scientific research has discovered that 93 percent of buyers credit the visual look of a product as their top buying factor and 85% people say that the most important reason they bought a particular product was the shade!  

  • 92% Believe color presents an image of impressive quality
  • 90% Feel color can assist in attracting new customers
  • 90% Believe customers remember presentations and documents better when color is used
  • 83% Believe color makes them appear more successful
  • 81% Think color gives them a competitive edge
  • 76% Believe that the use of color makes their business appear larger to clients

Source: Conducted by Xerox Corporation and International Communications Research from February 19, 2003, to March 7, 2003, a margin of error of +/- 3.1%.

When asked to approximate the importance of color when buying products, 84.7 percent of the total respondents think that color accounts for more than half of the various factors important for choosing products.

Source: Secretariat of the Seoul International Color Expo

Research reveals people make a subconscious judgment about a person, environment, or product within 90 seconds of initial viewing and that between 62% and 90% of that assessment is based on color alone.

Source: CCICOLOR – Institute for Color Research

Color increases brand recognition by up to 80 percent

Source: University of Loyola, Maryland study

Now that you know the enormous power of color to influence your customers to utilize this business research to construct your own very best new advertising campaigns.

Emotions of Colors for Branding Purposes

Red — Creates a sense of urgency, which can be very good for clearance and sales earnings. Fast-food chains, therefore often used to stimulate our desire. Stimulates the full body, heart rate and raising blood pressure, associated with excitement, excitement, and movement. Major brands such as Coca-Cola, Target, Youtube, and Heinz all use red as their primary marketing color.

Blue — The most preferred color of men. It’s linked to peace and success. Over 40% of the INC 5000 fastest growing companies in America use blue in their branding. Blue provides a sense of productivity, curbs appetite, and promotes security. The color used by manufacturers looking to advertise trusts such as banks and brokerage houses. Blue is used in the logos of American Express, Linkedin, Dell and Facebook

Green — Associated with health, tranquility, ability, and private character. For relaxing shop surroundings and also to encourage green living and products. Green stimulates and promotes confidence and equilibrium. Green is shown in the logos of Whole Foods, Land Rover and John Deere.

Purple — Ordinarily connected with royalty, wisdom, and admiration. Stimulates creative problem solving and imagination. Often used to market beauty and anti-aging products. Yahoo and Hallmark both use purple in their branding.

Orange & Yellow — Happy colors that make people feel optimistic and joyful.  Sometimes orange can make people think caution, because of its use in safety equipment.  The color orange can urge shoppers to enter stores and sites. Top brands such as  Home Depot and Amazon both use orange while Nikon and Ikea use yellow to good effect.

Black — Associated with electricity, capability, stability, and endurance. If used in surplus it can get overwhelming.

Grey — Means practicality, senior age, and solidarity to many people. Too much grey can bring on feelings of depression and boredom.

White — Associated with feelings of purity, cleanliness, and safety. The white area in branding layout helps since it could be seen as a clean slate and provoke the imagination.

Colors Used By Industry

According to the 2017 study – Shades in Branding, studying different businesses, these are the top colors utilized in their branding and logos and the associated the emotional reactions generated:

Restaurants – Red for appetites and vitality. Green for feeling good and healthy.

Banking – Blue for reliability. Red for Warmth and caring. Yellow for Cheerfulness

Apparel and Accessories – Dark tones such as Black for elegance. Red for fire and trendiness.

Automobile and Truck Manufacturers – Grey for quality and longevity. Red for masculinity. Blue for dependability.

Home Improvement – Blue for comfort. Orange for Excitement and capability. Red for inspiration.

Pharmaceuticals – Blue for cleanliness. Orange for optimism. Green for energy.

Color Preferences by Gender

As a company owner, your target clients could be mainly of a specific gender; now you will be able to use specific colors to more efficiently market to such individuals.

According to this revolutionary color study from Joe Hallock, here are the findings by sex of color preferences:

Men’s Best Favorite Colors

Blue – 57 percent

Green – 14 percent

Black 9 percent

Red – 7 percent

Orange – 5 percent

Grey – 3 percent

Brown – two %

White – two %

Women’s Best Favorite Colors

Blue – 35 percent

Purple – 23 percent

Green -14 percent

Red – 9 percent

Black – 6 percent

Orange – 5 percent

Brown – 3 percent

Yellow – 3 percent

Men and Women’s Least Favorite Colors

Brown – 20-27 percent

Orange – 22 -33 percent

Color Shades Preference by Gender

Unsurprisingly, studies have decided that Men favor bolder tones and girls like softer, paler colors. Thus Men’s manufacturers have enhanced their brand awareness with darker, darker colors and feminine concentrated products do nicely with lighter tints of colors as brand colors.

Conclusion and Action Steps

Use these proven effects of color on people’s minds to your benefit by integrating the colors that convey with your target clients gender,  the feelings you would like your products to evoke.

Review your logo, site design, and advertising materials to establish whether you’re positively or negatively utilizing color to interest your clients.

References: Studies about Color for Branding





Editor’s Note:

This is a Guest Contribution from the renowned entrepreneur and professional blogger Marsha Kelly.  She is the CEO of I am happy to have Marsh on board.  Read more about her in the Author Bio below.  Thanks Marsha for your valuable time on Philipscom with an informative post. Keep writing.  Keep sharing.  We wish you all the best in your future endeavors.


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Marsha Kelly

About the Author: Marsha Kelly sold her first business for more than a million dollars. She has shared hard-won experiences as a successful serial entrepreneur on her blog Best 4 Businesses Marsha also regularly shares business tips, ideas, and suggestions as well as product reviews for business readers. As a serial entrepreneur who has done “time” in corporate America, Marsha has learned what products and services work well in business today. You can learn from her experiences from shopping the internet for tools, supplies, and information to build your businesses and improve lives financially. ​


  1. Thanks for the research and all these valuable information. The problem with color is, many brand will be using same/similar color. I have seen some brands using gradient mix of color – specially purple and it looks really catchy.


    1. Hi Agrawal,
      Thanks a lot for your valuable time over here for the first time.
      I appreciate your time. Yes, we can see a kind of similarity in many areas.
      Thanks again for sharing your observation in this regard.
      Keep visiting.
      Have a wonderful weekend.
      With Regards
      ~ P V


  2. colors express emotions, I agree. In my next logo I would also try to implement red, because of the its bold and catchy feature.


    1. Hi Disha,
      Thanks for dropping by with your wonderful feedback.
      I appreciate your maiden visit. Glad to know that you like the page.
      Keep visiting. Keep sharing.
      P V


  3. Personally purple and black has been my favorite. Thanks for this informative article.


  4. hi,
    awesome article, this article is what I searching for a long time. thanks for sharing us. keep up the good work.


  5. Such a amazing and cool post , it’s very valuable information for us about color power boost marketing
    Thank you for sharing this type of nice post
    Nichy :)v


  6. Hi Marsha,

    Loved the article about color psychology and its usage in marketing. Color is one of the best ways to hack the mind of your readers.

    I have used colors to design CTA buttons and am still testing to find out ways to optimize the best colors on my website. Thanks for sharing.

    Best Regards,


  7. Great share Marsha,

    Yes, psychology of colors play a HUGE role in your website conversions.

    A bad color choice can break your blogging success at the same time, the right color scheme can also bring you more sales and high website conversion rates.

    It’s all about picking the right colors at your website level, links as well as CTA (call to actions). You can analyse your competitors to see how they are using various colors to boost their sales and conversions.

    Use those ideas to design your own landing pages and CTA buttons to boost sales.

    Great share!


  8. Hi Marsha,
    Yes, I fully agree with you, color can make difference in our online activities.
    Nice to see you on the pages of Pvariel with an informative post.
    Thanks for sharing this amazing post, I could pick some valuable information from this
    Keep writing keep sharing. May you have a good week ahead.


  9. Hi Marsha, I believe colors can make a huge difference. It gives people a feeling when they come to your website and can make them stay longer or leave quicker.

    I had read from Neil Patel about using Orange when I changed my scheme a little while back. It’s interesting to see what they all mean by the different colors too.

    Thanks for sharing your research on the colors.


  10. Hello Marsha Kelly!

    I’ve been starting in Graphic designing and the proven availability of colors impacts impressed me via your mentioned points,

    Scientists says about colors and believing percentages.

    Thanks a lot for sharing potential knowledge.


  11. Hi Marsha and Philip,

    Using the right colors can make or break our marketing efforts. We must analyze the target audience and pick the best combination for optimum results. In case of website design also, choice of colors play a great role in creating a positive impact in the minds of the visitors.

    Thank you for sharing some great insights on color psychology.


  12. Loved the article about color psychology and its usage in marketing. Color is one of the best ways to hack the mind of your readers.

    I have used colors to design CTA buttons and am still testing to find out ways to optimize the best colors on my website. Thanks for sharing.

    Best Regards,


  13. As I write most to men and use a green bar, after reading this article will change it to blue and give a try.

    Google now has the Optimizer for theses (A/B) experiments.



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