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1. PSYCHOLOGICAL
EFFECT OF COLOURS
SUBMITTED TO : ARCHANA MAM
BY: G.BHAVANI (16659806037)
COLLEGE : PIHM

2. HOW DO COLOURS IN MARKETING
INFLUENCE PEOPLE..??
• Colour meaning and the psychology of colours can powerfully impact people’s behavior
and decision-making. People make subconscious judgments about a person,
environment, or product within a few seconds or minutes. Colour plays into this initial
impression.
• That fact is not lost on brands and advertisers. They know certain colours, tints, hues,
and shades evoke emotion and move people to action. This effect is both subtle and
powerful.
• Through their choice of colour in logos, packaging, signage, and advertising, brands can
influence consumers to buy on impulse, or choose their product or service over a
competitor’s.

3. • Colour can often be the sole reason someone purchases a product.
• Research conducted by the secretariat of the Seoul International Colour
Expo found that 93 percent of buyers focus on visual appearance. And close
to 85 percent claim colour is a primary reason when they make a purchase!
• Let’s take a look at colour meaning as it applies to marketing, including the
best colours to use. We will also evaluate meaning of colours and examples
of branding colours.

4. RED COLOUR PSYCHOLOGY
• The colour red creates a sense of urgency, suitable for clearance sales.
• It also encourages appetite.
• Thus it is frequently used by fast-food chains.
• The colour physically stimulates the body, raising blood pressure and heart
rate.
• It is associated with movement, excitement, and passion. It gets people to act
and is important for call-to-action buttons, for example, on a website.

5. Red in Marketing : McDonald’s and Target
• McDonald’s chooses the high-energy colour red (combined
with yellow), which appeals to children, kindles appetites,
and creates a sense of urgency.
• Red is all about emotions and passion, which is how
McDonald’s wants you to feel about its products.
Remember the McDonald’s advertising campaign, “Loving
it.”
• It creates the idea of excitement in shopping there, and the
urgency to purchase the brand’s great deals or latest,
trendiest merchandise.

7. GREEN COLOUR PSYCHOLOGY
• This colour is associated with health, tranquility, power and nature.
• It is used in stores to relax customers and promote environmental issues.
• It stimulates harmony in your brain and encourages a balance leading to
decisiveness.

8. Green in Marketing: Starbucks
•Starbucks is a major global brand that uses this colour
scheme.
• Green shows that Starbucks hopes to promote a sense
of relaxation in its cafes, inviting customers to come in
for a coffee break during a stressful day.

10. PURPLE COLOUR PSYCHOLOGY
• This colour is commonly associated with royalty, wisdom, and respect in
colour psychology.
• It stimulates problem-solving as well as creativity.
• It is also seen frequently promoting beauty and anti-aging products.

11. Purple in Marketing: Yahoo
• As the colour is associated with royalty and
wisdom.
• Think Yahoo! and Craigslist — two well-
known brands with creative names or
approaches.

12. BLUE COLOUR PSYCHOLOGY
• The colour blue is the preferred colour of men.
• Its colour meaning is associated with peace, water, tranquility, and reliability.
• And it offers a sense of security, curbs appetite, and stimulates productivity.
• It’s also the most common colour used by conservative brands looking to
promote trust in their products.

13. Blue in Marketing : Hyundai
•Hyundai’s brand is all about reliability.
•A Hyundai can be trusted (another strong blue suggestion) to
run for 200,000 miles or more.
•The colour is the most important aspects of trusting a company
with your money and credit.
•Blue is used for social media logos more than any other colour.
• One study suggests several reasons for this. Blue tested as the
colour of intelligence, communication, and trust.
•It is also the colour most associated with communication in
colour schemes.

14. ORANGE & YELLOW COLOUR
PSYCHOLOGY
• These two colours are cheerful and promote optimism.
• Yet, you have to be careful when using them in advertising.
• Yellow can make babies cry, while orange can trigger a sense of caution.
• At the same time, that discomfort can be used to create a sense of anxiety
that can draw in impulsive buyers and window shoppers.

15. Orange and Yellow in Marketing:
Harley Davidson and Snapchat
• Harley Davidson uses orange to communicate
adventure, excitement, and vitality.
• These are the fundamental things every motorcycle
rider is looking for.
• Snapchat’s logo is yellow, a break from the usual blue
theme of social media.
• The yellow appeals to their young target audience with
ideas of happiness, excitement, and creativity.

16. BLACK COLOUR PSYCHOLOGY
• While technically not a colour (it’s the absence of colour because it absorbs
light), we think of black as a hue.
• It is associated with authority, power, stability, confidence, and strength.
Often a symbol of intelligence, it can become overwhelming if used too
frequently.
• Black is tricky to use in marketing, but some have done it successfully.

17. Black in Marketing :
Nike and Chanel
• Nike’s logo, a combination of black and white,
evokes power, strength, and stability.
• Chanel uses black to convey luxury, elegance,
sophistication, timelessness, and maybe a hint of
mystery.
• These prove to be precisely the qualities Coco
Chanel created her brand to embody.

18. GRAY COLOUR PSYCHOLOGY
• Gray symbolizes feelings of practicality, old age, and solidarity.
• Too much gray can lead to feelings of nothingness and depression, however.
Gray can be uninspiring if it is used too often.

19. Gray in Marketing :
Lexus and Apple
• Lexus’s use of light gray suggests high-end, luxury, elegance
balanced with stability.
• It also represents the maturity of those who have achieved in
life.
• Although Apple’s logo is a literal rainbow of colours, it also uses
an all gray apple in its branding.
• So, while innovative and exciting, Apple is also thought-
provoking.
• It is clean in its approach to advancing products of the future as
well as today. And is the unparalleled leader in cutting-edge
technology.

20. WHITE COLOUR PSYCHOLOGY
• White is associated with feelings of cleanliness, purity, and safety. And it can
be used to project an absence of colour or neutrality.
• White space helps spark creativity since it can be perceived as an unaltered,
clean slate.
• It may not be the best colour for every business.
• But using white in marketing can be effective for a minimalist brand or
approach.

21. White in Marketing:
Subway and Lego
• Subway’s use of white suggests the blank slate
concept.
• It is your sandwich to create, with endless
possibilities offered by fresh, clean ingredients.
• Lego’s brand literally spells out the company name in
white on a red background.
• This represents the fun and excitement children have
in playing with a product that provides infinite
opportunities for building and creating anything the
mind can imagine.

22. HOW
COLOURS
EFFECT
MOOD..??
• For instance, yellow makes many people feel
happy. The colour yellow is associated with
the sun; hence the use of phrases such as
“sunny disposition” or “the sunny side of
life”.
• Blue has a calming effect such as in “calm
seas.” However, the color blue can also evoke
a different mood such as sadness, as in “got
the blues” or “feeling blue.” It all depends on
the context in which it’s used.
• Colour can elevate one preference over
another when making a purchase or following
a call to action.
• Customers may feel that one choice is right,
or better, simply because of their colour
preferences. Colour meanings, and colour
preferences, make a huge difference in the
world.

23. COLOUR
WHEEL
• A colour wheel is the
best tool for
understanding colours.
• The most basic form
illustrates primary,
secondary, and tertiary
colors and how they
work with or against
each other to create
color palettes used in
art, decorating, and
marketing.

24. PRIMARY
COLOURS
• Primary colours are the
three colors that make
all other colors.
• They are red, blue,
and yellow.
• These three colours can
be used to create the
next level of colours,
called
the secondary colours.

25. SECONDARY
COLOURS
• Secondary colours
are purple, green,
and orange.
• They are created using
the primary colours.
• If you look on the
colour wheel, you'll find
the secondary colours in
between two primary
colours.

26. TERITIARY
COLOURS
•Tertiary colours
take secondary colours one
step further.
• They are the "two-
name" colours, such
as red-purple, red-
orange, yellow-green, etc.
•They are created by
adding more of one
primary colour than the
other creating not a true
secondary colour. It ends
up being closer to the
primary colour.

27. THE RESULTS OF COLOUR IN
MARKETING