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Colors for Marketing: How to Pick the Best Colors for Your Brand

Every color evokes a different kind of emotion. Learn how to use color in your marketing strategy to influence customers and strengthen your brand.

If you want to put together a strong campaign, you need to use the best colors for marketing. There are various colors you can utilize, so knowing the meaning behind specific ones can be helpful. That way, you can capitalize on color psychology and make it easier to communicate with your target market.

What do you need to know about different colors, and how can you select the right one for your company? It all starts with learning about the psychology behind colors and understanding what different colors signify.

The right color for one product or service won't necessarily be the best color for yours. Each color represents something different, and you must consider how certain colors will align with your brand. Doing so ensures you can put your marketing campaign in the best position to be successful.

What is color psychology?

When you look at modern web design, you may notice that colors play a prominent role. That's because of color psychology, which is a principle stating that people react differently to different colors. For example, an individual may feel a particular way when they see the color red. Even though reactions to colors may not be the same, there are some trends.

For this reason, it's best to think carefully about the colors in your branding, how people react to them, and how you can use their reactions to orchestrate a successful marketing campaign. While some color meanings are universal, others are tied to specific cultures.

Some colors might excite you, while others may put you in a creative mood. Because of the various ways colors can impact a person, you need to consider how colors can affect your branding and marketing efforts.

Why are colors important in marketing?

Colors are important for marketing and brand consistency because they can convince your audience to act in a certain way or associate specific principles with your product or service. If you select the right colors, you may have an easier time boosting your conversion rate.

Some of the top benefits of using colors in marketing include:

  • You might convince consumers to think a certain way or react in a particular manner.

  • If you associate a specific color with your product or service, you may make a subtle statement about your brand or product.

  • The right color scheme could change your target market's mood, making them more likely to behave in a certain way.

For all these reasons, you need to think carefully about colors, vibrance vs. saturation, and your overall marketing strategy if you want your brand's color palette to be effective.

The meaning of colors

As you search for the best colors to use in your marketing, consider their meaning. Every color represents something, and you need to think carefully about how you can get the most out of each color.

Below, we’ll go over a few of the most popular colors for marketing and what they signify to help you get started.


Red is a prevalent color that many companies use in their marketing campaigns. It's supposed to convey energy, love, strength, and excitement. If you want to encourage your target market to do something specific, red could give them the motivation to do so.


Blue color psychology is also popular because it's associated with loyalty, trust, competence, and peace. In fact, 40% of Fortune 500 companies used blue in their logo. There are different shades of blue, and you may want to consider which shade is best for your campaigns.


Using green color psychology in your marketing can associate your brand with freshness, healing, nature, and quality. Because of the increased attention paid to the environment, you may want to use green if you want your brand to be associated with sustainability.


Yellow color psychology is tied to warmth, happiness, and creativity. Even though yellow might not be as popular as some other colors, it can still help differentiate your brand from the competition.


Orange is frequently used in marketing campaigns because it stands out from the crowd. People associate orange with bravery, confidence, sociability, and success.


If you use the color pink in your marketing, your brand may appear compassionate, sincere, sweet, and sophisticated. Even though pink is frequently associated with childcare products, it can be closely tied to other products and services.


Historically, purple has been the color of royalty. Therefore, it should be no surprise that it's still associated with ambition, luxury, and royalty. Purple color psychology can also be associated with spirituality, so you may want to consider this when putting together your brand colors.


Black is frequently associated with drama, security, formality, and sophistication. Black is a standard color in modern and postmodern marketing campaigns.


White is often associated with innocence, honesty, cleanliness, and simplicity. If you want your product or service to appear straightforward and transparent, white may be a good color to select.

Keep in mind that this is just a general overview of different colors. Although some color meanings might be universal, others may differ from culture to culture. That's why you should think carefully about which colors you use as a part of your marketing, how they might be perceived in different locations, and how you can maximize each of these colors for your benefit.

Choosing the right colors for your brand

If you're looking for the best color for your brand, it's important to note that there is no singular best color. Instead, the colors you use for your marketing campaign depend on several factors. You don't necessarily have to stick to one color, but you may want to use a combination of the colors mentioned previously.

Think carefully about the products you sell, the mission of your company, and your target audience. Remember that the colors you choose will be closely associated with your brand's identity. Moreover, a person may be seeing these colors for the first time, so it's best to make a positive impression.

Here are a few tips that can help you select the best colors for your business and future marketing materials:

Ensure colors align with your brand. You need your voice to be consistent across all products, campaigns, marketing materials, and social media channels. That's why it's a good idea to think carefully about how specific colors and their meaning fit your business.

Avoid using more than 3 colors. It’s best not to use more than 3 colors in your branding. Otherwise, your brand voice might appear a bit random, and your target market may have difficulty figuring out what your company stands for. Having too many colors can also affect the visual appearance of your marketing messages or content, making it challenging for your audience to understand your message.

Select complementary colors. Complementary colors appear opposite on the color wheel and look well together.

Test your colors. You should test your colors before you make a final decision. See what people think about the color scheme to ensure they have the intended effect.

If you keep these tips in mind, you should be able to easily find the best colors for your marketing campaign.

Where to use colors in marketing

If you’re interested in using colors to support your marketing efforts, you may be wondering where you can use them.

A few examples of where colors can be used include:

  • Logos
  • Website design
  • Business cards
  • Digital and print ads
  • Brochures
  • Whitepapers
  • Social media

These colors will be associated with your brand, so it's critical to consider how you put them to use. That way, you can ensure you send the right message to your audience.

Colors for marketing: Key takeaways

There's a lot you have to keep in mind if you're interested in using colors in your branding. You may be wondering what the best colors are for your company. While there isn't a specific color that outshines the rest, it's critical to remember that every color has a different meaning. Ultimately, the colors you use in your marketing and business will depend on the message you want to convey and the audience.

Once you've picked the colors for your organization, it's time to put them to use. With Mailchimp, you can effortlessly create branded marketing emails, sleek websites and landing pages, and professional e-commerce stores. Plus, ensuring all your marketing assets, including photos and graphics, are on-brand has never been easier when you use our Content Studio. Get started today to create a consistent brand experience.

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