Color Psychology: Effects on Marketing

November 27, 2013

The famous artist and painter Pablo Picasso once said, “Why do two colors, put one next to the other, sing? Can one really explain this? No. Just as one can never learn how to paint.”  Color is everywhere in our daily lives, including in many signs and advertisements for different marketing campaigns.  Understanding color psychology can help you not only promote your brand better, but evoke emotions to your consumers and audience.  Color psychology is just one important aspect to think about when designing your Rapid City signs, billboards, or print advertisements.  Conrad’s Big “C” Signs, the leader in Rapid City signs, has the tools to help you design your company’s sign to have the most effect on your consumer.

In 1666, Sir Isaac Newton discovered that when pure white light passes through a prism, it separates into all of the visible colors. The findings of color changed everything.  The understanding of how color was created became known to many and through years the use of color has become an important concept in marketing, due to color psychology.

According to, “85% of consumers place color on the primary reason they purchase something.”  That number is quite staggering.  Visual appearance and color are important to consumers and also help your audience remember your brand with a whopping “80% of consumers remembering brands due to color,” according to  Creating signs and products geared towards your audience based on color is very important. 

Something to keep in mind is the country you are branding in.  Since color, evokes emotions and can be very subjective, different countries or areas of the world have different feelings associated with different colors.  The color white for example symbolizes weddings and innocence in many Western cultures, where in the Eastern sphere the color is present at funerals and symbolize mourning.  For North America and most Western countries there is a general consensus on color meaning and color psychology:

  • Yellow- Optimistic and Youth-Oriented, Often used on signs to catch the eye of shoppers
  • Green- Wealth, Often used to relax customers in stores
  • Blue- Trust and Security, Often used in banks and service businesses
  • Orange- Aggressive, Often used in signs on “Call To Action”
  • Red- Energy and Urgency, Often used to increase heart rate and used on clearance signs
  • Pink-Romantic and Feminine, Often used to market women and girl products
  • Purple- Soothing and Calm, Often used to market beauty products
  • Black-Powerful and Classy, Often used to market luxury items

Some color psychology has even been directly linked to shoppers and the quality of shopping they perform. For instance, some color psychology studies have found that the colors red, orange, black, and royal blue target impulse shoppers.  You can see different advertisements and signs with these colors at venues such as fast food chains, outlet malls, and for clearance sales.  Other color psychology studies have found that the colors navy blue and teal seem to appeal to budget conscious shoppers.  Places such as large department stores and banks have been known to utilize these colors for shoppers.  Traditional buyers seem to lean towards colors such as pink and sky blue.  Clothing stores will often use these colors. 

When creating your Rapid City sign, keep in mind color psychology.  Color psychology is a great tool to use when trying to appeal to a certain audience of shoppers and create a certain emotion to potential consumers.  Conrad’s Big “C” Signs, the leader in Rapid City signs, can help you design and create your sign keeping color psychology in mind.  For more information on designing your Rapid City signs, contact Conrad’s Big “C” signs at (605) 348-8744 today. 


Last Modified: 11-27-2013-12:26:31