ARTICLE SUMMARY: When it comes to color and branding color is up there as one of the top influences of people visiting your website.

The psychology of color as it relates to persuasion is both interesting and controversial at the same time. Color theory is a topic of complexity and nuance.

In his article “The Psychology of Color in Marketing and Branding” by Gregory Ciotti is an extensive look at color and those controversies and possible ways of dealing with them. Some of topics include

  • The importance of color in branding
  • Color coordination and conversions
  • Finding your own palette

While we know colors can mean one thing to you and something to somebody else, but if you don’t take into consideration personal preference, experiences, upbringing, cultural differences, and context you can muddy the effect individual colors have on your target audience.

We need to really think about color perception to the consumer and how they respond to individual colors. Color is too dependent on personal experiences to be universally translated to specific feelings, but there are broader messaging patterns to be found in color perceptions.

This article is highly informative and insightful, it explores the significant role of color in the world of marketing and branding and well worth reading.

Let us know what you think in the comments.