The Power of Color in Web Design & Brand Marketing

Color is the most powerful method of design and brand recognition in marketing.

Color is like another language, and if misrepresented could lead to a negative association or feeling about your brand. Have you ever considered the effect certain colors can have on your customers’ influence or perception? We suggest investing the time to learn about the colors close to the culture of your target audience. The visual symbolism of color reflects a message without the use of words and with a clear understanding of color perceptions across those different cultures, marketing with the right colors will make a massive impact on how your brand is represented.

Believe it or not, color affects consumer behavior in many ways. The impact of color on marketing can have an even deeper effect on brand-customer relationships. When brands effectively reach customers on an emotional level, this deeper relationship builds the foundation of brand awareness, trust, and can even change buying habits. There are many factors that influence how and what consumers buy, but the strongest and most persuasive is absolutely color. 85% of customers place color as a primary reason for why they buy a particular product. But be careful not to rely on your own personal experiences with color because it could be on the opposite side of the spectrum from the experience of someone in your target audience.

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What is your favorite color’s message and how does it attract shoppers?

???? Red:

Evokes energy, passion, and love;

Increases heart rate and stimulates the human body; creates urgency; iconic for power and danger

Impulse shoppers: Fast food, outlet malls, clearance sales

Supposedly red also stimulates appetite, which is why it is so popular in fast food chains that combine red with another primary color, like yellow. When red and yellow are used together in a marketing capacity, the combination of urgency and optimism tells consumers a story.


???? Orange:

Aggressive; shows caution

Increases cheerfulness, enthusiasm, and optimism

Impulse shoppers: Fast food, outlet malls, clearance sales

  • Creates a call to action for impulse buyers: subscribe, buy or sell


???? Yellow:

Optimistic and youthful

Happy and calm

Creates an atmosphere of positivity

Impulse shoppers: Fast food, outlet malls, clearance sales

  • Often used to grab the attention of window shoppers


???? Green:

The easiest color for the eyes to process

Invokes a sense of balance and relaxation

Associated with wealth and prosperity

Also associated with nature; is the symbol of growth and renewal; plants and trees

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???? Blue:

The most popular color in the world, both with personal preference and business logos

Provides a sense of trust and security; powerful and authoritative

Represents intellect and responsibility

Serene and tranquil; relaxed and peaceful

Impulse shoppers: Shoppers on a budget, traditional buyers

  • Often used for Banks, Larger Department Stores, Clothing Stores


???? Purple:

Used to soothe and calm

Associated with royalty, wisdom, respect

Stimulates problem solving and creativity; imaginative

  • Often seen in beauty or anti-aging products


???? Pink:

Romantic and feminine; sweet

  • Used to market products to women and young girls
  • Pink is also a calming color


⚫ Black:

Powerful and sleek;

Associated with authority, stability, and strength

  • Used to market luxury products


Now that you have a better understanding of how colors influence behavior, it is also important to know that using Color Theory appropriately with Contrast, Vibrancy, and Color Schemes can be strongly helpful as well. Use these different techniques to achieve multiple effects and reactions with your color choices.


  • Adjusting Contrast will reduce eyestrain and shift the consumer’s focus to a specific item
  • Choosing Vibrant and bright colors helps your consumer to feel more energetic and will better evoke reactions and emotions
    • To relax your consumer if there is a lot of information to process on a webpage or label, choosing darker or more neutral schemes will help
  • Monochromatic, Complementary, and Multi-Colored Schemes are popular techniques to implement depending on your desired outcome
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uses a singular color in various shades or hues – appears easy to the eye and shows off a sleek, minimalist appearance

uses two colors from the opposite sides of the color wheel – appears pleasing to the eye and shows off a wider color range

uses three colors at equal spaces on the color wheel – appears pleasant and flows well to show off a bolder effect


In conclusion,

There is no exact science to color in marketing. Taking the time to understand your target audience’s color perceptions of color will be a valuable strategy for proper selection, and you will be on your way to sharing your message without having to use words. Let Brandit help you pick your perfect colors to represent your brand and build trust with your customers! We have growing clients across Manchester, Nashua and Concord NH.


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