Using Color Psychology in Your Small Business

Color psychology, when used in marketing and branding, can influence consumers’ perceptions and increase conversions. While the color of a logo, website background, or even a button on an email might not seem like it would have a large effect on customers, studies have shown that colors can actually elicit certain emotions! There are so many ways to utilize color psychology in your business – let’s get into it:

Red

Red is the color of passion and has the strongest emotional response of any color. Red reduces analytical thinking but speeds up our reactions to items. Can you think of some restaurants that use red in their logos? Red is a color you have to use carefully, as well as what colors you use with it.

Positive implications:

• Power
• Passion
• Energy
• Fearlessness
• Strength
• Excitement

Negative implications:

• Anger
• Danger
• Warning
• Defiance
• Aggression
• Pain

Orange

Orange is a fun warm color used to attract attention. Typically, construction sites are full of orange signs or orange taped areas because it’s a color we associate with caution. Consumers tend to associate orange with value, but be careful what colors you use with orange as some can come off as cartoonish. For example, if you use black with orange you will instantly be associated with fall and Halloween!

Positive implications:

• Courage
• Confidence
• Warmth
• Innovation
• Friendliness
• Energy

Negative implications:

• Deprivation
• Frustration
• Frivolity
• Immaturity
• Ignorance
• Sluggishness

Yellow

In color psychology, yellow actually gets a bad rap! While yellow is a very cheerful color it can be a lot to take in because of the brightness. Much like staring at the sun, staring at yellow too much can be overwhelming. Avoiding pairing it with other warm colors such as orange or red. 

Positive implications:

• Optimism
• Warmth
• Happiness
• Creativity
• Intellect
• Extraversion

Negative implications:

• Irrationality
• Fear
• Caution
• Anxiety
• Frustration
• Cowardice

Green

Green is a very chill color and invokes feelings of nature and can calm individuals. It is in the middle of the light spectrum so it is easy for human eyes to see. Green is a color you usually see associated with brands that have some association with nature or are an eco-focused company.

Positive implications:

• Health
• Hope
• Freshness
• Nature
• Growth
• Prosperity

Negative implications:

• Boredom
• Stagnation
• Envy
• Blandness
• Enervation
• Sickness

Blue

There is a recent study that shows blue is the most common favorite color in the world, especially favored by men. It is one of the most non-threatening colors since it is so common in our day to day life. Using blue promotes stability but should not be used for restaurants since it is the least appetizing of all colors.  

Positive implications:

• Trust
• Loyalty
• Dependability
• Logic
• Serenity
• Security

Negative implications:

• Coldness
• Aloofness
• Emotionless
• Unfriendliness
• Uncaring
• Unappetizing

Purple

Purple is a weird color. Tweaking the shade ever so slightly to more blue or more red can change the feeling of the color as a whole. Monarchs have used purple as a status symbol of wealth because it is the rarest color in nature. Be careful what shade of purple you use!

Positive implications:

• Wisdom
• Luxury
• Wealth
• Spirituality
• Imaginative
• Sophistication

Negative implications:

• Introversion
• Decadence
• Suppression
• Inferiority
• Extravagance
• Moodiness

Brown

Brown is a great color to associate with green if you have a business that is environmental. When people see brown they think of forests and earth. It can be very comforting and an easy way to associate your business with being eco-friendly. Using a brighter tone gives some life to brown.

Positive implications:

• Seriousness
• Warmth
• Earthiness
• Reliability
• Support
• Authenticity

Negative implications:

• Humorlessness
• Heaviness
• Lack of sophistication
• Sadness
• Dirtiness
• Conservativeness

Gray

Gray is the only color to have no dominant psychological traits. It is a very modern color that is great for luxury brands or tech brands.  It is also a fantastic color to use as a filler or partner with brighter colors.  

Positive implications:

• Timelessness
• Neutrality
• Reliability
• Balance
• Intelligence
• Strength

Negative implications:

• Lack of confidence
• Dampness
• Depression
• Hibernation
• Lack of energy
• Blandness

Now that you have a basic knowledge of color psychology, here are a few free websites to play with color pallets as you think about how to best utilize this information in your business:

Have some fun playing with different combinations to see what fits your brand best!