Colors, and the Psychology of Marketing (Part one)

Posted by Alycia Luetkehans | Apr 10, 2020 2:10:15 PM
We never want to abuse psychology, in marketing, however, you can use it in your favor without manipulating your customer. You do this by adequately creating the feel that best represents your company. Colors play a huge roll in this. There are few aspects in life that create feeling as much as a color. So before you choose the colors that you want to repeat in your campaigns to represent your company, understand what you are saying with your colors, and be sure that this is an adequate representation of what you want your company to represent.



Lets think Target, Red Robin, Netflix, Youtube, Chili's, Statefarm, Coca-Cola. Red creates a feeling of urgency. Think of what Target is, it's a place to go when you need just about anything in a hurry. It has gifts for a wedding,and for a new baby, it has food to bring to the Superbowl Party. It has last minute shoes when yours break on the way to the huge business deal. Target is a one stop shop for the person in urgent need of anything. Then on a really lucky day, Target has more red, the red tag clearance. These tags symbolize an urgent buy. They say, "hurry, buy it now before it is gone." The color red evokes an urgency in us, making it the perfect color for the successful brand of Target. 
The same sense of urgency can be seen in the world of the internet. Let's think of Youtube and Netflix. Both of these offer a sense of instant entertainment, stimulated by culture's needs for instant gratification.



Let's think Ford, Wal-Mart, Facebook, progressive, and multiple banks. Blue, often associated with the flow of water, tends to create a more peaceful feeling, evoking more of a reliability. It tends to provide a sense of security and a stimulation of productivity. 
For the company Ford, the color choice is obvious. When we think Ford we think "Ford Tough" which stands mainly on the sense of reliability. The color also stands strong in symbolizing Ford's beginning success with the assembly line and the productivity associated. 
When thinking of Wal-Mart, for years the brand has attempted to establish a sense of reliability and peaceful shopping by, like Target, offing a one-stop-shop for any need. Unlike Target, Wal-Mart's color choices centralized around peace of mine when shopping rather than the urgency.






Let's think Whole Foods, Xbox, Olive Garden, Starbucks. The Color Green has become a common marketing color in the past ten tears, because of a major shift in culture. The color green tends to symbolize health, power, nature, and a sense of tranquility. 


When we think Whole Foods, Fresh Market, Fresh Thyme, they all have two things in common: health food, and the color green. In a sense, the color green has grown to promote many ideas and beliefs. It has even become the name of many movements in order to promote human and world health. We can see these movements, both in these stores, as well as in the chain "Starbucks" which has a common reputation for establishing a sense of harmony among the world and different cultures.


While the colors above represent a huge segment of marketing, they are only half of the pallet in which a marketer might use. Next week we will cover the other half of the pallet, and we will follow that up by noting how these colors work together in multicolored logos. 



If you are currently in the process of choosing your company's colors, let the marketing minds of Mars Hill Marketing help you choose the right look to best describe you and what you have to offer. Contact Us Today







Written by Alycia Luetkehans