Consider the Colors in Your Next Marketing Campaign

Colors have a deep and a lasting impact on our lives as we consciously, and subconsciously, associate different entities and experiences with different color patterns. Some of these associations become universal patterns of recognition, while others vary from culture to culture; some even vary individual to individual. For instance, white is the universal color for peace, while colors like yellow and orange represent diversified meanings in different cultures.

Since colors represent different emotions and ideas, understanding the reflexive impacts of these colors can prove to be very helpful in conveying the required messages. For this reason, color therapies are now widely being used for psychological treatments as well. Also, different marketing strategies also employ different color schemes, keeping in mind their products, marketing audience, and culture of the company.

Different colors are perceived to express specific meanings that have been attached to them over time. Let’s see how different messages are conveyed using set colors patterns.


Pink is the universal color representing a feminist characteristic, which is the reason why the room of a new born baby girl is often pink. Also, pink is used for different feminism campaigns though modern feminists are critical of the use of a soft color to represent their gender. But as a general rule, since women are perceived to be naturally nurturing and deeply compassionate, pink is symbolic of the attributes associated with them.

Strength, Unity and Vigor:

Black and blue are usually the colors symbolizing masculinity and vigor. Blue is also used to express security and trust, thus symbolizing unity and strength. That is why social networks have blue in common since they tend to express connectivity.


As universal criterion, brighter colors are the representative of feelings of joy. In the eastern cultures, red color is the symbol of happiness and rejoices thus being worn tremendously for parties. Other bright colors like magenta, orange, and yellow, also represent spring season, which is the season of joy. Yellow is also a color of optimism, sunshine, hope, and energy. Thus it lightens up the mood. But some people avoid wearing or using a lot of yellow as it is also perceived to be too bold of a color; in some cultures it even represents cowardice.

Wisdom and Prestige:

Purple is usually the color representing wisdom, royalty and prestige; however, gold, black and silver also give vibes of wisdom and wealth. Being neutral colors, these shades are widely used by marketers and events planners for official campaigns or other impersonal events.

Wealth and Environment:

Without any second opinion, green is the color denoting wealth and environment. Most banks employ green as the color representing their companies, while all environment campaigns, blogs or websites use green immensely to propagate their stance for environment.

Thus, colors exemplify diverse emotions and feelings, and connote for deeper meanings to different entities or events. Also, colors have a lot to do with our psyche since we associate different experiences with specific colors which helps us commemorate things. Therefore, using colors as a source of expression is both desirable and a feasible option for diverse reasons.

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Farhan Niazi is an experienced web strategist with a passion for blogging. He lives in Auckland, New Zealand and is currently working for Millennium Hotels and Resorts, New Zealand as their eCommerce Manager. You can connect with him on LinkedIn or follow him on Twitter.

One thought on “Consider the Colors in Your Next Marketing Campaign

  1. Small Business Grant

    Here are some interesting article about consider the colors of yours business. Colors represent many different things in different parts of the world and for different situations.
    holiday season acquired its colors through the Christian faith that
    green is the natural representation of eternal life. The evergreen has
    always been the main symbol of this color as it is green throughout the
    entire year with a fresh scent and appearance.


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