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The Emotions of Color in Marketing

As marketers, we see it all the time… BIG RED LETTERS on landing pages to grab our attention. Different colors make people act differently. RED is usually seen as a “danger” or “warning” color… while BLUE or GREEN is more “soothing” and “trusted“. An excellent example of this was how in Star Wars, Darth Maul is RED and BLACK (representing his evil), and Yoda was GREEN… showing his “stability” and “safety”.

In today’s post I wanted to focus on all of the main colors and how they should be represented in your advertising efforts. Believe it or not, the colors you place on your landing pages or web sites can drastically change your overall conversions and the user’s thinking process. Below is a break down from HP, on the main colors we use for marketing and how they are often looked at by others.

Primary Colors:


Red is a very emotionally charged color. It tends to increase the respiration rate and can even raise your blood pressure. It creates excitement and can be associated with danger, war, power, strength passion, desire and love. It can even increase your appetite.


Yellow is the happy color… it is the color of sunshine. It creates a sense of cheerfulness and helps to stimulate mental activity. When yellow is very bright, it can attract attention. It can also provide a very sharp contrast to dark colors. Yellow can have the appearance of being brighter than white if over used and can be disturbing if used too much.


Blue is a trusted color. It can provide a sense of tranquility and security. It tends to symbolize loyalty, wisdom, trust, faith, confidence, and intelligence. While red can help to increase the appetite, blue tends to have the opposite affect and can actually suppress the appetite.

Secondary Colors:


Orange is the combination of the happiness of yellow and the energy and strength of red. It symbolizes creativity, determination, enthusiasm and success. In addition orange indicates affordability. Because of its similarity to red, it is great to promote food.


Green tends to suggest endurance and stability. It represents harmony, growth and freshness. Green indicates safety. Obviously, it is associated with money and wealth. With the interest in “green” products, it is the only color that can promote organic foods and products effectively.


Violet or purple combines the energy and strength of red with the stability of blue. It represents nobility, ambition, power and luxury. It symbolizes extravagance and wealth and is often associated with dignity, independence, wisdom and magic.



White is purity, goodness, light and innocence. It is considered perfection. White is generally positive and simple. Often it is the color of charitable organizations, low-fat foods and dairy products.


Black is elegant, powerful and formal, but can also be associated with death. In marketing, it is dignified. In certain contexts, black is very negative (blacklist, black humor, etc). It can also denote prestige.

Next time you are working on your landing page or new web site, step back and look at your color scheme and see how your colors are targeting your audience.

About the Author Zac Johnson

My name is Zac Johnson and I have been an online entrepreneur for the past 18 years and blogger since 2007. This is my personal blog and I welcome you to the site. In full disclosure, it is safe to assume that I am benefiting financially or otherwise from everything you click on, read, or look at while on my website.

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Geiger says

Nice Find! I suggest landing pages pick the right colors that create a sense of urgency. Something like a ticking clock countdown that goes from green to orange to red is a good example.

Sell Porn Make Money says

great post… many people (including myself) don't put enough energy into this, yet its impact is huge.

Fil says

Great Post! Very powerfull information and something we all should pay more attention to in our daily work. Thanks Zach.

Start Blogging says

The title of this most is a bit mis-represented. I wish you would have gone a bit further and given examples on where to use each color on a landing page. This may be obvious for some, but for others it'd be new information, especially for AM newbies.

Make money says

Very interesting article…

Great post

Thanks 🙂

Web Freak says

Oh cool, I am Black color then 😛

Jan Alvin says

Based on my research as a requirement to my course (Marketing) the most recommended colors in businesses are red, blue, and yellow. other are colors are used on specialized business like medical, nature something,something. When you will look at uberaffiliate.com, he used color red in his theme, I think he knows this color rules establishing profitable business.

    Natalia says

    Jan, thank you for sharing this! RED colour is quite specific for business. You should use it really carefully. Following my research, and paying attention not only to color psychology but also to religion and cultural aspects, most recommended are BLUE, ORANGE, GREEN.

impNERD says

Awesome. This is exactly one of the first things you learn when taking a design class. Colors can make or break a design for a company. They give off subconcious emotions and without the right colors can turn off a potential buyer.

Nicole Price says

What an interesting post. Now i am going to be paying more attention to the color of people's site and layout and color distribution.

Polly says

I prefer blog design which is dominated with blue even I didn't know the meaning. But now I know…

Dena says

I was really thinking about a blog makeover and now it looks I have a little more to think about. Great info.

jeflin says

An interesting article which gives us an insight into the use of colors. And yes, I agree that red increases one's appetite. There is something to be said about a girl in red lingerie and high heels. 🙂


Syed Balkhi says

excellent post there Zac. Nice explanation this deserves to be in my first weekly round up. That should be up on the 4th of August hopefully.

Jay says

Yeah, I wrote an article about this a while ago on how colors can actually affect the outcome from getting a clickthrough, sign up, a visitor staying for a while, leaving, etc.


Andy Crofford says

Great post. I have bookmarked it for future use. Thanks

Warenwirtschaft says

This blog about colours is a great help for choosing the right colours if you want to make a homepage, flyers, and so on… So it depends on the colours, which informations should be representative on such a medium. So I can use the informations for all the workings I want to do in future and it is a great help for me. Thanks

Internet Shopping US says

I liked this post very much, got ideas for choosing a right colors for right marketing strategy. Thanks for it.

Nicole Price says

I am much more aware of color and what effects different colors have now, it has made me think in terms of the layout and color of my own blog right now and how it can be improved upon.

BlogSavvy.net says

It was pretty funny to read this post today as, we are 85% finished with the redesign on Blogsavvy.net and when i showed the first version to my wife she said she felt "safe" but I bet you can guess which color the new site was. Keep it up!

Paula says

So if I follow this line of thinking my blog is trusted, creative and successful…I can live with that!

And speaking of the color 'red', I read somewhere that the reason a lot of drivers run through red lights is because red is an action color – it says 'go,go, go!' Technically they should have chosen 'green' as the stop color as it is more calming.

Debo Hobo says

Cool, I’m green soothing and trusted.

KG Lew says

This is a basic principle that can be applied to almost any situation.. it doesn't even have to be in marketing…

Green Directory says

Super super helpful. Lots of things to think about based on product, offering, message, outcome, user and more. Back to the drawing board…

Otooo says

Hey, that's going to come in extremely handy for squeeze pages – thanks for the great find

And yes, I find red and blue are to most effective as well – and the plain white background

SEO says


Great post. I must bookmarked it for the future use.



Company Registration says

Great post and very informative

Love the breakdown of what the colors are


Natalia says

Very useful article! It has helped me to find the answer on my question. Where was this colors' flower picture taken from? I would like to have a bigger format to print it out if you have.Regards!

Text uk says

This is one among the several articles on this blog which reminds why this blog is so famous and well read. Some good effort and research here.

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