Theories in color psychology can play an important role in business and product marketing. After all, research shows that colors have the power to alter the physiology and mental states of a person.

In fact, a 1981 study by Wohlfarth and Sam concluded that blood pressure and aggressive behavior can be controlled by simply altering the lighting spectrum within a subject’s environment.

Through the years, market researchers, brand managers and product designers have used this information to effectively solicit favorable business perceptions and influence initial product engagement. Just look around and you’ll definitely see evidence of this marketing strategy - fastfood restaurants are usually red and orange, banks and financial institutions are often blue, while luxury products are typically packaged in black.

Are you currently designing your business logo? Or maybe thinking of redecorating your store? Perhaps you’re planning to repackage a product or simply choosing a new template for your website? Then I suggest you consider using color psychology to enhance your brand to make it more appealing to your target audience.

Here are the typical impressions commonly associated with some basic colors to help you start.

Red is the color of heat, passion and excitement. It easily grabs attention and evokes speed and energy. Feeling tired? Coca Cola might help you get that boost.

Orange is the color of warmth and vitality. It’s also associated with reliability and playfulness. As Enervon would say: More energy, mas happy .

Yellow is the color of optimism and creativity. Bright yellows represent sunshine, cheer and happiness. Now you know why kids love McDonald’s.

Green is the color of serenity and health. It connotes growth, nature and freshness. This is why you feel calm inside The Body Shop.

Blue is the color of security, truth and stability. It implies loyalty, reliability and an open communication. Maybe this is the reason why I’ve been a Globe subscriber for eight years now.

Purple is the color of spirituality, intelligence and wealth. It can also mean royal, sentimental, creative and sophisticated. So every time you grab a Cadbury chocolate, you tend to get that luxurious feeling.

Pink is the color of youthful intensity. It conveys energy, fun and excitement. Sanrio exemplifies this expression in their products. (Image credit: Alvarez Julie)

Brown is the color of durability and class. It could represent age, stability and relaxation. UPS used this as their primary color to convey individuality, reliability and security.

Black is the color of power and drama. It’s serious, bold and strong. Jaguar’s target market are high-income people with sophisticated and prestigious lifestyles.

White is the color of simplicity and cleanliness. It’s message is youthful, mild and pure. Maybe this is the reason why most people prefer buying the classic white iPod because it complements the uncluttered and minimalist interface of the gadget very well.

Always remember that colors may have different meanings across various demographics and cultures, so always think about your target market and learn their general psychology.

If you want to use colors to enhance your brand, you may want to start by considering your company’s vision and mission statements and from it, define what message do you want to send out to your customers. After that, you’ll hopefully have an idea what primary colors to choose.

Furthermore, incorporating two or three colors and experimenting on different hues can help produce a more effective engagement from your audience. For example, people are more likely to give favorable responses to someone wearing white and blue (”Would you like fries with that?“).

Don’t be afraid to experiment and conduct market research to see which combination works best for your business. Lastly, understand that color psychology is just about impressions and perceptions. In the end, product quality and excellent customer service that’s consistently delivered will be more important than any brand aesthetics.

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