How Color Motivates Response

2 min read |  Posted Jun 18, 2015

Color has had an effect on the human psyche for hundreds of years. It comes as no surprise that color can impact customer’s buying decision and influence them to take specific actions.

When you are designing marketing materials from brochures to websites…

…your customers take your color scheme into consideration, whether it is conscious or not.


So, how does color motivate your customers?
We’re breaking down the top colors used for marketing materials and how they can inspire your customers to take action.


Use Red To Generate Excitement and Urgency


Red is a fiery, bold color that turns heads. It is useful when you are trying to generate excitement around a product or brand, but it is also connected to clearance items. Red is believed to increase heart rate and increase overall energy. Brands that use red in their logos include Target, Netflix, Dairy Queen, and Nintendo.


Use Orange For Impulse Buyers


Orange is an aggressive color that is connected to generating impulse purchases. It’s a good color to motivate customers with calls-to-action. Orange can be used for online submission buttons and to highlight calls-to-action on marketing pieces such as direct mailers. Brands that use orange in their logo include Payless, Harley-Davidson, Boost Mobile, and Amazon.


Use Blue to Build a Sense of Trust


Blue is one of the most widely favored colors on the color wheel between both genders. Brands use blue to generate a sense of trust and sincerity. Companies such as Lowe’s, Wal-Mart, AT&T, and JPMorgan Chase use blue in their logos. It’s one of the safest colors to choose for your marketing materials.


Use Yellow For Stimulation, Increasing Confidence


Yellow is certainly a happy color, but it can also increase buyer confidence in your product and brand. Yellow is an uplifting color that stimulates the emotions on a positive level. It also increases the analytical process for purchase decisions. Brands that use yellow in their logo include McDonalds, Best Buy, Subway, and Ikea.


Use Green to Give a Sense of Wealth


Green is the color of money, which is relatable to almost everyone. Dark green specifically relates to wealth, and bright green relates to freshness and renewal. Green is also linked to kindness and generosity. Brands that use green for their logos include Starbucks, BP, Animal Planet, and Whole Foods.



Use Silver to Add a Dash of Mystery


Silver is an intriguing color that has a bit of mystery behind it. It also gives the impression of high-tech and sleek products. Silver is a more modern color for marketing materials, but it makes a big impact. Apple and Hyundai are two brands that have silver logos.




As you can see, color makes a big impact on your customers buying decisions. While using specific colors can’t guarantee a specific response, they can help connect to your customer on a psychological level.