Color Science

Color Science for Advertisement and Digital Marketing

Color Plays a vital role in the human lifestyle and every surrounding of this world. Colors have the broad potential to influence and attract buyers, consumers or costumers. Each color has its own traits and physiological sound that you can use as a triggering tool in your marketing and advertisement.

Mostly there are 11 type of colors are used in day to day advertisement and marketing i.e Red, yellow, orange, green, blue, pink, purple, brown, gray, black and white

Today, I’ll show you the traits of the each and every color so that, you can use the best specific colors to trigger your advertising and marketing goals or aims


Red is an aggressive color that has the potential to grab the attention of the viewer. Moreover, it a vibrant and hot color that generally possesses the following traits:

  • High energy
  • Love
  • Bold
  • Warmth
  • Fire
  • Strength
  • Attention
  • Exciting
  • Warfare
  • Passion
  • Spicy
  • Hot
  • Aggressive nature
  • Anger
  • Danger
  • Confidence

A dating service that specializes in creating blind dates can use red on its landing page to emphasize that their service is sexy, intimidating and reserved only for the bold. Red is also known to boost viewers’ metabolisms and blood pressures, which makes it ideal for restaurant signage looking to whet the appetite of customers into coming in for a bite—especially a spicy bite.


Blue is typically regarded as a intellectual color, but that’s not all blue brings to the table. A few other associations include:

  • Trust
  • Dependable
  • Honesty
  • Secure
  • Calmness
  • Tranquility
  • Refreshing
  • Stability
  • Responsibility
  • Peace
  • Relaxation
  • Sadness

Blue is a popular color for banks because it communicates authority and stability, values consumers expect from people who handle their money. A yoga studio, meanwhile, might use blue on a flyer to emphasize the sense of tranquility visitors can expect when they visit, and a brand of safety gear like helmets and goggles can use blue to tell users that they can trust the brand to protect them.


As a cool color, green is best for calm, mature and professional brands. In fact, it is known to lower blood pressure and heart rate in viewers. Some of the associations we tend to make with the color green are:

  • Finances
  • The environment
  • Health
  • Good luck
  • Growth
  • Wealth
  • Harmony
  • Balance
  • Soothing
  • Renewal

Green reminds many people of the recycling logo, which makes it perfect for any brand that advertises itself as eco-friendly or organic. It’s also a great choice for a spa because it emphasizes the soothing, renewing experience the client expects from a day at the spa.


Purple is mystical, mysterious and sensual—not a color we see often in nature. Common associations we have with purple include:

  • Royalty
  • Luxury
  • Intrigue
  • Magic
  • Mystery
  • Military honor
  • Wealth
  • Imagination
  • Spirituality

Depending on your business, these perceptions can often go hand-in-hand.

Consider a financial planning firm that specifically works with veterans and their families to handle the financial circumstances they face. A purple brochure plays into thoughts of wealth and luxury while reminding readers of the Purple Heart.


Orange is a friendly and cheerful color that has a few traits in common with red, like warmth and high energy. Other associations consumers tend to make with the color orange are:

  • Youth
  • Affordability
  • Vitality
  • Friendliness
  • Humor

Orange is a great color to use if you’re an indoor trampoline park looking to attract kids and teens for a bouncy, energetic good time. It’s just as great for a beauty brand that’s more girl-next-door than full-on glam and wants to show that it’s for everybody, not just top models and tastemakers.


Customers associate yellow with optimism and affordability. It has the advantage of being both light and bold at the same time. Some of its basic associations are:

  • Energy
  • Happiness
  • Danger
  • Youth
  • Playfulness
  • Cheerfulness
  • Warmth

Danger’s association with yellow, much like fire and war’s association with red, can seem negative at the outset. But sometimes, these associations are exactly what a brand needs, like a power tools brand using yellow to say “handle with caution.”


Pink is a loaded color. There’s no getting around it: pink is a lot more for girls than blue is for boys, to the point that using it in certain cases can be off-putting to men. There’s a lot of psychology to unpack surrounding the color pink and its gendered associations, but here we’re just gonna cover what pink does in the marketing and advertising world. Pink can be:

  • Fun
  • Girly
  • Upbeat
  • Sweet
  • Delicate
  • Romantic
  • Peaceful

Pink is a popular color for bakeries because it’s sweet, just like the pastries they’re selling. It’s also the color for brands that are feminine and proud of it, like a women’s self-defense instructor who uses hot pink graphics in her ads to show that she teaches women how to be bold and protect themselves.


Grey stands for professionalism and practicality. You might think gray is boring, and in a lot of cases, it is. But gray doesn’t have to be boring. With the right marketing strategy, it can also be:

  • Neutral
  • Professional
  • Efficient
  • Formal
  • Corporate

These are all factors a payroll service would want to emphasize on their invoices. Gray can also show that your brand busts out of the binary, like a website for a progressive children’s clothing brand that wants to set itself apart from the sea of pinks and blues.


Black might technically be the absence of color but it is also powerful and bold. These are some of the associations we have with black:

  • Luxury
  • Mystique
  • Power
  • Formality
  • Elegance
  • Darkness
  • Mystery
  • Sexuality
  • Control
  • The occult

Black is mostly cool and modern, but it can be creepy if you want it to be. And for some brands, like purveyors of smudge sticks and candles and other occult goodies, creepy is perfect. Black also means power, which makes it a solid choice for a gym that challenges its members to be the strongest versions of themselves they can be.


Black might technically be the absence of color but it is also powerful and bold. These are some of the associations we have with black:

  • Luxury
  • Mystique
  • Power
  • Formality
  • Elegance
  • Darkness
  • Mystery
  • Sexuality
  • Control
  • The occult

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