This document discusses the psychology of color in marketing and branding. It notes that color has a powerful psychological effect on the human brain and that humans associate certain colors with specific meanings. Research has established general guidelines on how different colors can impact product sales based on these psychological associations between color and emotion. The document provides data showing that visual appearance and color are primary factors in consumer purchasing decisions. It also examines how different colors may appeal more to specific genders or attract certain types of shoppers. Examples are given of how famous brands strategically use color psychology in their branding to target audiences.

1. Psychology of Color in Marketing &
Branding
HIMAANSHU GAUBA
12116019

2. Color Sells Product
• Color has a powerful psychological effect on human brain
• Humans associate colors with meanings
• Selecting the right colors to use has an enormous impact on product sales
• While no single set of rules governs color choices, research has established general guidelines based on
the principle of associative learning, the relationship between color and emotion
• 2/3 consumers won’t buy a large product unless it comes in the preferred color

3. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Visual appearance itself
decides the consumer purchasing
behavior
 When marketing new products, it is crucial to consider that consumers place visual appearance and color
above other factors when shopping
93%6%
1%
 85% of shoppers place color as a primary reason for why they buy a particular product
VISUAL
APPEARANCE
OTHER
SOUND/SMELL
15%
85% COLOR
TEXTURE

4. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Visual appearance itself
decides the consumer purchasing
behavior
 Color increases brand recognition by 80%
80%20%
INCREASE IN BRAND
RECOGNITION
 52% of the customers wont return to a store if they dislike the aesthetic
52%48%

5. Color and types
of consumers
 Color also
has the
unique
ability to
attract
specific
types of
shoppers and
change
shopping

6. Color preferences by gender
One’s environment—and especially cultural perceptions—plays a strong role in dictating color appropriateness
for gender, which in turn can influence individual choices.
Women’s Favorite color
Men’s Favorite color
Women’s Least Favorite color
Men’s Least Favorite color

7. Men Prefer shades while women
tints
 Men seem to prefer bold
colors while women
prefer softer colors
 Men were more likely to
select shades of colors
as their favorites
(colors with black
added), whereas women
were more receptive to
tints of colors (colors
with white added)
Vibrancy decides the emotion of the product design

11. The Psychology of colors behind
famous brands
Redis used to increase
appetite and create a
sense of urgency, thereby
getting customers to
order in a hurry and leave
faster
Yellow is the color of
cheeriness and optimism
Mascot is the clown
dressed in yellow and red
stimulating ,excitement
,energy and high level of
visual appeal to children
Let’s explore the enigma of color psychology and how famous brands use them to invoke their target
audience:

12. Let’s explore the enigma of color psychology and how famous brands use them to invoke their target
audience:
The Psychology of colors behind
famous brands
Green
The only global brand
which uses green as its
primary color
Relaxing
Using green, they
promote
a sense of relaxation,
inviting customers to take
a coffee break and
distress

13. Let’s explore the enigma of color psychology and how famous brands use them to invoke their target
audience:
The Psychology of colors behind
famous brands
Orange
is cheerful and warm and
also draws in impulsive
shoppers
Favorite
Although available in
different colors and
flavors. Fanta orange is
responsible for 70% of
the sales

14. ”
“
ULTIMATELY THE USE OF COLOR IN MARKETING AND BUSINESS CAN BE FINE
TUNED DEPENDENT ON ONE’S NEED. ALTHOUGH COLORS MAY HAVE DIFFERENT
CULTURAL ASSOCIATES ,A SMART PRODUCT BRANDING WILL TAKE THIS INTO
ACCOUNT AND UTILIZE THE PSYCHOLOGICAL EFFECTS OF COLOR TO ATTRACT
THEIR CUSTOMERS
Conclusion