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Color Psychology In Marketing: The Complete Guide

By Julie Neidlinger
For content marketing, color is a cue.

As an artist, it pains me to reduce the magic and complexity of color to a fouropen in browser PRO version
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sentence statement. But for content marketers, thats what it is. In an ocean of
content marketing, color can help yours stand out.
Color is a cue that gets your audience to see what you want them to see, feel
what you want them to feel, and to do what you want them to do. How you use
color also affects the usabilitywhether they can read it or notof your content.
Color can change your message. Choose poor color choices, and your great
content and your amazing call to action (CTA) are ignored. Even NASA is
concerned about color, enough so that theyve made online tools to help us pick
optimal color combinations!
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Understanding Color Theory

The Basics of Color Theory
Understanding Contrast and Color
Choosing Color Combinations
The Psychology Of Color In Marketing

The Meanings of Color
Gender Preferences in Color
Color and Content Conversion
Testing Your Best Colors
Download This Free Poster: The Ultimate Guide To

Color
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The Basics Of Color Theory

Understanding how color works isnt just for artists dipping their hands into paint
and pigments all day long. Anyone using content marketing needs to understand
the basics of Color Theory, because you are using color in your content.
Primary Color
Primary colors are the three colors we need to make all other colors. They are
red, blue, and yellow. These three colors can be used to create the next level of
colors, called the secondary colors.
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Exceptions, of course, abound when it comes to talking about primary

colors. If youre talking color theory in regards to light, your primary colors
would be cyan, magenta, and yellow. Lets not forget CMYK for print and
RGB for screens/monitors. And, when mixing paint, it matters what
particular pigment youre using to get that red in order to come up with the
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proper new color. But lets keep this simple and stick with red, blue, and
yellow.
Secondary Color
Secondary colors are purple, green, and orange. They are created using the
primary colors. If you look on the color wheel, youll find the secondary colors in
between two primary colors.
red + blue = purple
blue + yellow = green
red + yellow = orange
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Tertiary Color
Tertiary colors are taking secondary colors one step further. They are the twoname colors, such as red-purple, red-orange, yellow-green, etc. They are
created by adding more of one primary color than the other, creating not a true
secondary color but instead, one that is found closer to the primary color.
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Pure Color
Primary, secondary, and tertiary colors, without the addition of white, black, or a
third color, are pure (or saturated) colors. They are intense, bright, cheery, and
untainted colors. These are the colors of childrens toys, daycare decor, and
summer clothes.
Tints
When white is added to a pure color, you create a tint. Some people refer to
these as pastel colors. They are lighter and paler than a pure color, and not so
intense. Tints range from slightly whiter to almost-white.
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Shades
When black is added to a pure color, you create a shade. These darken and dull
the brightness of pure colors, and range from slightly darker to almost black.
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Tones
When gray (black + white) is added to a pure color, you create a tone. You often
hear people saying that a color needs to be toned down, meaning its too
intense and they want to drop the level of intensity. Adding black and white in
different amounts to a color subdues the intensity quickly.
The Completed Color Wheel

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Whew! So there we have it: a complete color wheel with primary, secondary,
and tertiary colors, plus their tints, shades, and tones. You can see how it all fits
together on the color wheel below.
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On the left side of the wheel, in the blues and greens, you have cool colors. On
the right side of the wheel, in the yellows and reds, you have warm colors.
Now that you understand color theory and the color wheel, you can start to use
color purposefully in your content marketing.
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Using Contrast And Color

When it comes to color techniques, the use of contrast is particularly important,
and it is probably the one that will lead you to butt heads with your designer the
most.
Contrast is how one color stands apart from another. Its what makes text or
objects distinguishable from the background. High contrast is when colors easily
stand apart from each other. Low contrast is when they dont.
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Often, people assume a difference in color is what creates contrast, but that is
not true. You might have two colors that are different, but they have no contrast.
Their tone is the same.
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Colors, in their pure form, have inherent differences in how light and dark they
are.
Yellow is bright, for example, while blue is darker. Red and orange have little
contrast with each other, despite being different colors. When different colors
have the same tone (level of gray), they will not have much, either. It isnt
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enough to simply pick two different colors when making decisions about
contrast.
Using High And Low Contrast

Generally, high contrast is the best choice for important content, because it is
most easily seen. Dark on light or light on darkits the easiest to read. It might
not be exciting, but it is readable. One word of caution, though: if everything is
high contrast, nothing stands out and its tiring on the eye after a while. (e.g.
think of black computer screens with bright green text)
Designers often prefer low contrast techniques. They like to make things look
beautiful, but beautiful isnt always the best for readability. Tone-on-tone similarcolor combinations are very popular and while their subtlety is quite attractive,
they are also difficult for people to read.
If you decide to use low contrast, be sure it is for content that isnt important.
Chances are it wont get read, or get read first. Low contrast is a fine way to
push the less important content back, while high contrast is how you can draw
attention.
Choose color and contrast that is readable.

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Beautiful content that cant be read is a fail.

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Choosing Color Combinations

The color wheel can help you choose great color combinations for your your call
to action button, your infographics, or your lead collection pop-up.
Keeping your color combinations simple will help you in the long run. A
University of Toronto study on how people used Adobe Kuler revealed that most
people preferred simple color combinations that relied on only 2 to 3 favorite
colors.
People like simplicity; it makes your content easier to understand if they dont
have to interpret it through many colors. Remember, color has meaning, too. It
adds to your message. Too many colors make for a confusing message. So how
do you choose those 2 or 3 colors? The color wheel can help.
Using Complementary (Opposite) Colors

Complementary color combinations make things stand out.
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Complementary colors are opposite colors. They are opposite of each other on
the color wheel, meaning the one color they lack is that one opposite of them.
They are geographically and color-wise the opposite. They provide a kind of
visual tension because they are so opposed to each other.
Blue is the opposite of orange.
Red is the opposite of green.
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Yellow is the opposite of purple.
Opposites attract! When the human eye sees a painting full of different kinds of
greens, any bit of red is going to stand out amazingly well. Why?
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Red is the opposite color of green. When the eye has been looking at a lot of the
same color, it wants to see the opposite. Using complementary colors is the
easiest way to get something to stand out, but you have to use them carefully to
keep your content from being visually jarring. You dont want 50% orange and
50% blue, for example, because neither color wins and it makes eyes hurt.
Lets look at the CoSchedule homepage as an example. What colors do you
see?
Its mainly orange, but our most important button, the Try It Free button, is
blue. Blue is the opposite color of orange. In a sea of orange, your eye is going
to notice blue faster than any other color. We also used low contrast dark
orange on light orange to help make that blue button stand out even more.
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If you want to use three colors instead of just two, using split complementary
color schemes is a way to capitalize on the power of complementary colors but
add a third color to your palette. To use it, youll choose one color as your base
color, and then the two colors adjacent to its opposite.
A split complementary color scheme doesnt have quite the same level of tension
that a complementary color scheme does, but its still visually exciting for your
eye.
A word of caution about accessibility: red and green, two
complementary colors, present a sticky problem. Some people are colorblind and cannot distinguish between certain colors, and red and green are
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blind and cannot distinguish between certain colors, and red and green are
a common problematic combination. Colors with heavy amounts of red and
green in them get bungled up, too. Did you know that Facebook is blue
because Mark Zuckerberg is red-green colorblind? He sees blues the best.
Designing for color blindness, from the Understanding Graphics Blog.
If you use complementary colors in text or important information, there must

be high contrast. Try to never use a color solely as the information source.
Include text in graphs and infographics when possible. Your designer may
love the aesthetics of subtle and low contrast and want to argue about
color combinations and too much text, but remember that the main thing is
that your content be readable by everyone.
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Using Analogous Colors

Analogous colors sit next to each other on the color wheel. They are related, a
kind of family of colors that creates pleasing and relaxed visuals. They arent
jarring, opposite, or clashing. They also dont stand out from one another.
Analogous colors can create subtle and beautiful content, but you may need to
use a complementary color to get any particular item to stand out.
Using Monochromatic Colors

Monochromatic colors are a single color, and its tints, shades, and tones. They
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are even more soft and subtle than analogous, being a color palette based on
one single color. Monochromatic colors work great when paired with a single
complementary color. On the CoSchedule website, we use monochromatic
orange colors with blue for the content we want noticed.
Most designers, when using complementary colors, pair a rich collection of
monochromatic colors with a single complementary color.
Using Triangle, Rectangle And Square Colors

Creating color combinations that stretch the boundaries of the easy power of
complementary opposites and the related analogous and monochromatic
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palettes isnt difficult. All you need is a triangle, rectangle, and a square.
A triangle (triad) is a color combination made of three colors that are evenly
spaced around the color wheel.
A rectangle (tetradic) is a color combination made of four colors that are made
up of two complementary pairs.
A square is similar to a rectangle palette, but the two sets of complementary
pairs are colors evenly spaced around the circle.
These three combinations can be visually noisy if youre not careful. The best
application is to use one color as the dominant color, and the others for
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application is to use one color as the dominant color, and the others for
highlighting content. The triangle combination is particularly vibrant; three is a
stable number and using three colors is visually stabilizing.
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The Psychology Of Color In Marketing

Color has an impact on how we think and behave. Color directs our eye where
to look, what to do, and how to interpret something. It puts content into context. It
helps us decide what is important and what is not. Thats precisely why, as a
content marketer, you need to understand what colors do to people.
The psychological impact of color is subjective. We dont all react the same way
to colors. There are a few generalities about how people respond to color and
thats what were going to look at.
Color Has Emotional And Cultural Meanings

How we interpret the emotional value of color depends upon our language,
senses, and personality characteristics, making it difficult to predict reaction to
color across a large audience of unique people.
Specific Color Influences
There are a few generalized understandings of what specific colors often mean
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to a large cross-section of people, with each color having negative and positive
emotions associated with it.
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In a survey, people were asked to choose the color they associated with
particular words.
Trust: Most chose the color blue (34%), followed by white (21%) and
green (11%)
Security: Blue came out on top (28%), followed by black (16%) and green
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(12%)
Speed: Red was overwhelmingly the favorite (76%)
Cheapness: Orange came first (26%), followed by yellow (22%) and
brown (13%)
High Quality: Black was the clear winner (43%), then blue (20%)
High Tech: This was almost evenly split, with black the top choice (26%)
and blue and gray second (both 23%)
Reliability: Blue was the top choice (43%), followed by black (24%)
Courage: Most chose purple (29%), then red (28%), and finally blue
(22%)
Fear/Terror: Red came in first (41%) followed by black (38%)
Fun: Orange was the top choice (28%), followed closely by yellow (26%)
and then purple (17%)
Blue is clearly a color people are positively drawn to, but beyond that, little else
can be said.
Depending upon the context of the rest of your content, black can mean high
quality and trust, or it can mean fear and terror. It cant do it on its own, but
surrounded by your content, a color choice can bump up your intended meaning
a notch.
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Blue is one of the most preferred colors, with the

most positive connotations.
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General Color Influences

Faber Birren, a 20th century color researcher and author of Color Psychology
And Color Therapy, discovered something interesting about general color
groups.
He found that bright light and bright colors promoted big muscle activity, while
softer and deeper colors promoted mental and visual tasks better. He also
discovered that red stimulates our nervous system while blue relaxes it. Red and
related colors also caused people to overestimate the passage of time, while
cooler colors like green and blue were the reverse. In other words:
Bright colors promote physical activity, but make the passage of time seem
slower.
Cooler and softer colors are better for mental activity, and make the time
seem to fly by.
Cultural Color Meanings
Color also means different things in different cultures. According to researcher
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Joe Hallock Eskimos use 17 words for white as applied to different snow
conditions, where in the Northwest United States there are only 4 or 5.
Every culture understands a color differently. It has a role to play in religion,
politics, ceremony, and art. The culture your audience is in affects how they
understand deeper meanings of color. Even the context you use the color in
affects the meaning of color. For example, in India, red means purity, while in the
U.S. it denotes passion and specific holidays.
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Men And Women Experience Color Differently

Compiling the results of many studies, the Kissmetrics blog came up with an
excellent infographic on how men and women experience and react to color
differently. Men and women have different color preferences.
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According to both the Kissmetrics blog and Hallock:

Blue is the favored color by both men (57%) and women (35%), though it
is more heavily favored by men.
Men dislike brown the most, while women dislike orange the most.
Colors that were disliked were also seen as cheap.
Men tolerate achromatic colors (i.e. shades of gray) better.
Women preferred tints while men preferred pure or shaded colors.
A majority of men (56%) and women (76%) preferred cool colors in
general.
Orange and yellow grow increasingly disliked as both genders get older.
Women see more colors than men, generally. They are more aware of slight
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color differences within a color range.

This may explain why men simply call the color blueblue. Women, on the other
hand, see cerulean, pthalo, sky, teal, turquoise, and all sorts of varieties of blue.
Perhaps it is a combination of being able to visually see more differentiation and
considering it worthy of a more specific name. Perhaps men are better able to
tolerate both colorless and bright color palettes because they arent as sensitive
to the nature and nuances of the color as women seem to be.
What does this mean for you?
Well, is your audience mostly men or is it women? What age are they? Do the
colors youre using in your content marketing attract or repel that audience? If
your audience is women, in particular, you must carefully choose colors that are
not too raucous. If you are selling a luxury product, you want to avoid colors that
are seen as cheap.
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Color Affects Conversions

How people behave when they see color has a direct effect on your
conversions. Will they click the button on your CTA? Will they read your pop-up
graphic? Will they notice your email subscription box?
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According to the Institute for Color Research, people make a judgment about
your content in 90 seconds or less. And, up to 90% of that judgment in that brief
amount of time is influenced by the colors they see. Blogger Neil Patel gives
further proof of how colors affect your conversion rate, revealing that 85% of
consumers base buying decisions on color, and that full-color ads in magazines
get recognized 26% more often than plain old black and white ads.
In fact, color helps people recognize your brand by up to 80%. Its important to
choose your color carefully, and stick with it.
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Graphic from the Buffer blog. Why Facebook Is Blue: The Science Of Colors In Marketing by
Leo Widrich
When it comes to getting people to click a button or sign up, its not a question of
which color is magic and makes it happen all the time. Its a question of passive
and active colors, of high and low contrasts, and of opposites, like our
CoSchedule example where the blue button stood out from the orange.
And its a question of which color tested best for you.
The best color for conversions in your content is

the one youve tested yourself.
CLICK TO TWEET
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Using Color In Marketing

All of this is well and good, but you need to test which colors work for your
audience.
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The color combination of orange and blue is a powerful one. Its fairly safe in
respects to color blindness, and repeatedly gets favorable marks by people as a
combination.
But is it enough to just pick a great combination?
Not at all; you need to know how to use those colors individually. Lets look at
CoSchedule and our Facebook promotions as an example. We created two
designs, one with a blue background, and one with an orange background.
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The promotion with the orange background made people six times more likely to
click than the blue background! It made sense, though. Think about Facebook. It
is a predominantly blue network, and so our orange image stood out more than
our blue image did.
This doesnt mean that orange is the color you must use. It means we tested our
two colors and found that orange worked the best for us. You must do your own
testing. You need to find out if your red button beats your green button (as
Hubspot discovered) on your own. The color of the rest of the page, your
content, and the placement objects will make your results different from what
someone else has discovered.
Color is a fascinating study, from both a theory and psychological standpoint.

From Newton, Goethe, Itten, Hering, Young-Helmholtz, Birren, or Mller (yes,
there have been many theories on color throughout history), the lowly color
wheel has been considered and reconsidered again and again. The effect color
has on us and our behavior has been studied repeatedly.
When it comes to choosing colors, you must test. You cannot know how your
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audience will respond to your colors in your content and layout without creating
thoughtful A/B tests to determine which color combinations and placements
generate the most leads and traffic in your content.
What have you learned about color in your own content

marketing? Have you had some interesting A/B test
results?
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16 Comments
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Join the discussion
Viktoriya Zakharova
a month ago
Great article! Definitely have a lot more color understanding.

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Reply Share
Christy Harvey
3 months ago
Outstanding! This is the exact information I've been wondering about. Thank you for sharing this complex s
clear, simple way.
Reply Share
Fern
3 months ago
Wow! I really appreciate this well-written and in-depth article on color psychology. Lots of great take aways
Reply Share
Rana Campbell
4 months ago
Great article! I am going to use some of these tips on my site.
Reply Share
Nic Hughes
4 months ago
Very well written and put together article. Thanks
Reply Share
Nathan Ellering
Mod
> Nic Hughes 4 months ago
Hey @Nic Hughes, we really appreciate that! Thanks for reaching out. And if you're interested in e
stuff about psychology and marketing, this recent post may be right up your alley:
http://coschedule.com/blog/how....

Integraphix
Reply Share
4 months ago
Love the easy breakdown of the color choices and color psychology! As a Chicago marketing agency bran
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color psychology is one of my favorite aspects of branding.

Penny
Reply Share
5 months ago
re: colours bring emotion infographic

SINCE WHEN WAS FEMININITY A NEGATIVE!!
Reply Share
Nathan David
5 months ago
This is so awesome I love this site its really helped me to do my work
Reply Share
Sean
7 months ago
"red + blue = purple

blue + yellow = green
red + yellow = orange"
- this isn't correct. It's been known to not be correct since the 19th century. Red and Yellow make an okay
but if you mix purple or green from the above, you will have atrocious, muddy, grey colours. People who m
from these 'primaries' often find themselves having to add purple and green from bottles to keep their colou
Cyan, Magenta, and Yellow are better primaries. You can make Blue from Cyan and Magenta, and Red fro
Magenta and Yellow. That proves these colours to be secondary.
Reply Share
Julie R. Neidlinger > Sean
7 months ago
Hi Sean,
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It's definitely true that color mixing varies. Cyan, Magenta, and Yellow are the colors used when talk
light and also in some printing scenarios (if you add in black for CMYK). RGB is familiar to designer
work on the web with monitors, etc. As a painter, I know that the kind of green and the kind of red m
difference. Phthalo blue with cadmium yellow medium, for example, will give you more of a turquois
true green. Alizarin crimson and phthalo green make the perfect black. Ultramarine blue might be th
pigment to use as your mixing blue as long as the paint company didn't dilute it with black or other f
crimson is probably the better choice than a cadmium red, which tends to veer towards orange. An
It really depends on what medium you are using when deciding what to use as your primary. I see i
your other comments on other blogs that talk about color that you mention the blame cheap paints
fillers) have received and don't necessarily agree that that is the case. However, if you've ever take
paint and begun mixing white in with it bit by bit, you can start to see evidence of graying or other fill
was used. So that does have a role to play. It does matter what blue, red, or yellow you use. There
many pigments out there. A cyan or cerulean blue will give you a particular kind of purple, but an ult
will give you another. Understanding that the family of blue, in general, is the primary is the goal. Wh
you choose makes a difference in what kind of secondaries you will end up with.
The idea with this post, though, is not to use it necessarily as a color mixing guide, but as a way to
see more

Dante
Reply Share
9 months ago
Thank you for the 'colorful' insights. ;) I really like how the basics were spelled out kudos! I definitely agre
selecting appropriate and contrasting color combinations for context and audience are an integral part of g
design.
But I will play devil's advocate; as stated in the article, "The psychological impact of color is subjective. We
react the same way to colors." As a designer, I take these color meanings with a grain of salt because of c
subjective nature. IMHO it's far more important HOW colors are used than the color itself.
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So in the FB promo and A/B example, the orange version was attributed with 6x higher click thrus. I'm goin
a hole in that conclusion because it's more likely that the design LAYOUT of the blue version wasn't as stro
orange:
-typography, contrast, spacing: there is a clear hierarchy and contrast of importance of the text and visual
in the orange version, plus the calendar graphic is much smaller and allows for balanced spacing in the lay
the blue version, all the elements and text barely contrast or stand out from each other they're competing
importance, plus the enlarged calendar bunches up all the visual elements creating a busy layout.
Just my humble opinion...
Reply Share
Garrett Moon
Mod
> Dante 9 months ago
Great thoughts, all of those things certainly play a part. With those two ads, though, everything was
much the same other than the background color. We also saw identical results with pop-up ads, w
banners, and Twitter Ads. Somethings the color just makes the difference.
Reply Share
ExtraCashOnline
9 months ago
We like orange and red!
Reply Share
Nandini Jammi
10 months ago
Just the refresher I needed on color theory. Bookmarked!
Reply Share
Anastasia
a year ago
pdfcrowd.com
Amazing summary. You helped me a lot with these contrast colors. Will test them too!
Subscribe
Reply Share
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Color Psychology In Marketing: The Complete Guide

For content marketing, color is a cue.

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Understanding Color Theory

The Psychology Of Color In Marketing

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The Basics Of Color Theory

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Exceptions, of course, abound when it comes to talking about primary

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The Completed Color Wheel

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Using Contrast And Color

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Using High And Low Contrast

Choose color and contrast that is readable.

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Beautiful content that cant be read is a fail.

Choosing Color Combinations

Using Complementary (Opposite) Colors

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Red is the opposite of green.

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Yellow is the opposite of purple.

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Designing for color blindness, from the Understanding Graphics Blog.

If you use complementary colors in text or important information, there must

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Using Analogous Colors

Using Monochromatic Colors

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Using Triangle, Rectangle And Square Colors

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The Psychology Of Color In Marketing

Color Has Emotional And Cultural Meanings