Colour is everywhere, it’s a constant.

Colours are affecting our moods and behaviors.  And because of the symbols and meanings they are associated with, they inspire our actions.

Colour affects us at a very deep level, deeper than any other sense or form.

Colour is one of the fundamental elements of our existence, and defines our world in such deep ways that its effects are nearly imperceptible. It intersects the worlds of art, psychology, culture, and more, creating meaning and influencing behavior every step of the way.

Most fascinating are the choices we make, both subconsciously and consciously, to use colour to impact each other and reflect our internal states. Whether in the micro-sense with the choice of an article of clothing, or the macro-sense where cultures on the whole embrace colour trends at the scale of decades, colour is a signifier of our motives and deepest feelings.

PBS, US largest non-commercial media organization,just released a 7′ documentary on their YouTube channel, where they explore the theory, relevance, and psychology of color. Additionally, the video also delves into the history of color usage and popularity over time. Check out the video below.

Colours in marketing

The principles of color psychology are used across marketing and web design to trigger interaction and emotions from visitors and consumers.

Research has shown that color increases brand identity, stimulates memory, boosts readers’ participation and improves learning and understanding.  Studies demonstrate that colors increase readability by 40% ; the ability to remember by  55% to 78% and understanding by 73%.

Marketers know this and use it in various ways. Color can have different marketing functions:

  • a signal function: to draw the attention on something specific  (red = danger)
  • a function of seduction: to awaken the senses and the pleasure
  • a comfort function: to create a positive experience in the consumer’s mind

Color is more than just a decorative element. It is used to identify and differentiate products and services (ING orange or Caterpillar yellow), but also to draw attention onto certain key product features (i.e. the warm colors of some surf equipment reinforce the impression of protection against the cold).

Studies have further shown that color can change buying habits, providing the brand maintains a strong and consistent visual communication. It is not by accident that the Coca Cola™ logo and cans have remained red for decades.

Curation on colours, senses and marketing

Further information and articles on colours, emotions, sense and emotional marketing can be found on :


More infographics and articles on colours: