What is Your Color

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Color plays an important role in how your brand is perceived. You can study color meanings to help you better attract and connect to your ideal customer. Color psychology can be used to help build a strong, relatable brand.

 What is Color Psychology?

Color psychology is the study of colors in relation to human behaviour. It aims to determine how color affects our day to day decisions such as the items we buy. Color meanings can have an impact on why we prefer certain colors over others. The same color can also have different meanings that are dependent on our upbringing, gender, location, values, and a variety of other factors.

List of Color Meanings


Red can capture attention. The red color meaning is associated with excitement, passion, danger, energy, and action. In color psychology, red is the most intense color. And thus, can provoke the strongest emotions. Red can also trigger danger so you want to use the color sparingly. If you add the color red to your website, save it for the call to action or sale icons if it’ll contrast well with your store design.


Orange represents creativity, adventure, enthusiasm, success, and balance. The color orange adds a bit of fun to any picture, website, or marketing material it’s on. Despite it’s attracting color, it’s not as commanding as the color red.


Yellow revolves around sunshine. It evokes feelings of happiness, positivity, optimism, and summer but also of deceit and warning. Some brands choose to use a cheerful yellow color as the background or border for their website design. You can also choose to use yellow for your ‘free shipping’ bar at the top of your website if it matches the rest of your website’s design. A little touch of yellow can help your website visitors associate your store with something positive.


Pink’s color meaning revolves around femininity, playfulness, immaturity and unconditional love. Some brands have chosen to use the color pink for the product packaging, especially for girl’s toys. Whereas other brands highlight the pink color in their logo, website design, or to highlight key messages.


Green is highly connected to nature and money. Growth, fertility, health, and generosity are some of the positive color meanings for the color. The color meaning for green also carries some negative associations such as envy. If you’re in the health or fitness niche, you might choose to add more green to your online store. For example, your homepage banner image or logo might include a green background.


Blue’s color meaning ties closely to the sea and the sky. Stability, harmony, peace, calm and trust are just some of the feelings your customer may feel about your brand when you integrate the color blue into your branding. Conversely, blue can also carry some negative color meanings such as depression and can bring about a sense of coldness. Blue can be used in your website’s logo or on your website’s top navigation. Some retailers add their guarantee, trust certification or free shipping icons in a blue color to strengthen the trust aspect the color is known for.


Purple is a royal color. The color meaning for purple is connected to power, nobility, luxury, wisdom, and spirituality. But avoid using the color too much as it can cause feelings of frustration. Some perceive its overuse as arrogant. You can add hints of purple to your website’s design such as on your free shipping bar, your logo and as an accent color in your graphics.


White showcases innocence, goodness, cleanliness, and humility. Keep in mind, that this is the meaning in North American culture. In some parts of the world, white has the opposite meaning. You’ll want to keep this in mind based on the target audience you serve. The color meaning for white also has a negative side where it symbolizes sterility and cold. On an e-commerce website, white tends to be the most used color. You’ll likely use it as the background color for your product photo. Your pages will likely have a white background with black font. This is because black font on a white background is the best color combination for readability.


Black is a popular color in retail. In color psychology, black’s color meaning is symbolic of mystery, power, elegance, and sophistication. In contrast, the color meaning can also evoke emotions such as sadness and anger. Many fashion retailers have used black in their logos. Black is also a popular color for text as it’s an easy color to read. Some brands choose to use black and white photos for lifestyle banner images or icons to create a certain tone or consistency on their website.


In color psychology, grey represents neutrality and balance. Its color meaning likely comes from being the shade between white and black. However, grey does carry some negative connotations, particularly when it comes to depression and loss. Its absence of color makes it dull. Grey can be used for font color, headers, graphics, and even products to appeal to a mass audience.


Brown is an earthy color. After all, it’s the color of earth, wood and stone. So naturally, color psychology highlights that the color meaning for brown relates to comfort, security and a down to earth nature. In marketing, you’ll find that brown is often used for natural products and food. Brown is a color that shows up in logos, banner images, and sometimes even text due to its contrast on a white background.

Even though color psychology has been studied and analyzed for many years, there’s still much debate about the exact impact that color has on human psychology. Now that you know the most common color meanings are for each color, it’s time to apply them to your business. You don’t always have to follow the rules. Consider choosing colors that represent what you want your brand to be about or what you want your customers to feel when browsing your online store

This blog inspired from https://www.oberlo.in/blog/color-psychology-color-meanings

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