How Important is Color in Your Marketing?

When most of us think of Nike, we immediately think of its black swoosh logo. Or when we see an orange, black, and white color combination, we easily associate it with Amazon.

Your color palette compared to your brand’s written message is equally important to the success of your marketing efforts. 

Consumers have specific product needs and expectations for brands in each industry. For example, how we expect organic food brands to feed us the good stuff or for sustainable clothing brands to provide us with affordable, environmentally-friendly clothing choices. Consumers also have expectations for the colors used to create your products, packaging, and brand design. 

Is there a significant relationship between the use of color and successful marketing?

This article will discuss the influence color has on marketing. We’ll also leave you with actionable tips on how to incorporate color into your marketing strategies

How Important is Color in Marketing?

Consumers expect certain colors to be associated with certain brands or products. When that expectation isn’t met, it turns consumers off, and they often decide against purchasing products or services from certain brands. Let’s refer back to the black and white or Nike and color combos of Amazon.

Clear branding of Nike
Image: Clear branding of Nike – Source
Recognizable Amazing branding
Image: Recognizable Amazing branding – Source

An attractive color scheme is a start to building a relationship with your target audience and converting them to customers.  

The psychology of color refers to the study of color’s influence on human behavior. Color psychology explores how colors affect our attitudes, actions, feelings, behavior, and decisions.

Carefully selecting your brand’s color palette to influence how consumers perceive your brand is a smart marketing strategy. For example, let’s say you’re starting a yoga business. Using a blue color palette to provoke tranquility, calmness, peace, and relaxation would be ideal for your target audience.  

The colors best for your brand will depend on your industry, your products, and the specific values you want to communicate to consumers. It’s also important to consider accessibility when choosing your color palette.

Colorblindness, for example, makes it difficult to recognize different shades of colors or see some colors but not others. Use textures instead of colors or adjust your color contrast to ensure your visual marketing efforts extend to those with this visual impairment.

4 Ways to Incorporate Color in Your Marketing Strategies 

A visually-appealing first impression does impact whether or not a potential customer becomes a loyal customer. Color is a key factor contributing to that visual appeal. Using the right colors in your marketing strategies also influences their viability. Here are 4 ways to incorporate color in your marketing strategies: 

Add gradient color to your graphics 

Experiment with gradient color options in your graphics if you’re bored with your traditional color scheme. Gradient color is the gradual blending of one color to another. 

Radial or linear gradient colors are the two most used types. Get creative with your color combinations and choose a gradient color that’s reflective of your brand’s values and mission. 

Example of color gradient
Image: Example of color gradient – Source

Consistent color palette 

Use a consistent color palette across your digital and traditional marketing channels so that your brand is easily identified by its color palette. You want consumers to be able to make a connection between your brand and when they see specific color combinations. 

Color influences how a brand is recognized. Your color palette should be consistent across all of your marketing materials and compliment your brand’s aesthetic.  

Example of branding palette
Image: Example of branding palette from Granite Creative Group – Source

Colored call to action buttons 

This small detail isn’t talked about enough, but using color on your call to action buttons can provide all the persuading necessary to get consumers to take the action you want them to. 

99 Designs states that “According to color psychology and marketing research, red, green and a shade of orangey-yellow perform best for call to action buttons.”

Your call to action button color should ultimately be chosen with the action you want readers to take, overall brand mission, and target audience behaviors in mind.  

call to action button green
Image: Call to action button green

Use color in your written content 

You can use color in written marketing materials as well as in visual content. You want to ensure you don’t go overboard with your use of color in written content. Black is the default color for written content, but don’t be afraid to experiment. For example, using red content for a warning phrase or blue for hyperlinks (or red, as you can see in the first sentence in this paragraph). 

Use background colors to increase readability or use brand colors to highlight important phrases and show company personality. 


The use of color to connect with your audience influences the effectiveness of your marketing strategies.

Using colors that resonate with the emotions of your target audience at each stage of your buyer’s journey will deepen your connection with each individual. 

Using color in your written content and call to action buttons, experimenting with trends like gradient color, and staying consistent with your color palette across all of your marketing materials are great ways to incorporate color into your marketing strategies. 

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Luke Smith
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4 thoughts on “How Important is Color in Your Marketing?”

  1. Amazon is SO noticed/spotted/appreciated for that yellow color scheme Luke. The titan became so prominent around the globe that I literally think about Amazon any time I see that shade of yellow. Amazing, right? Such is the power of presence, expansion and massive exposure on a global scale. Fab job with this post.



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