One of the most important tools in digital marketing and branding is the use of color. When you think of Coca-Cola, Wells Fargo, Netflix, or Target, you think of bright red. What you may not initially think about is that the red is evoking within you a sense of urgency, high energy, and excitement. These are just a few of the brands that use red as a tactic to appeal to the people they want to sell to. This is an example of color being used in marketing as a way of making buyers feel something. When viewers feel deeply enough, they are compelled to buy a product, or to otherwise invest in your company somehow. 

Although colors have no inherent meaning, there have been many studies done that prove that different colors cause us to have different reactions. The online (and offline) personality of a brand is going to be linked to certain colors. This is a way of humanizing a brand, and making a buyer feel more connected to it automatically. Brand personalities are influenced by certain colors, and use those colors in their marketing to appeal to certain buyers. Specific audiences tend to gravitate toward characteristics found within colors, and companies can use this to tailor their marketing. Carl Jung, the Swiss psychiatrist who developed art therapy called color “the mother tongue of the subconscious.” He believed that using colors and images within therapy and self-expression could help patients recover from trauma. He understood that colors hold great power and attempted to harness that raw, wordless emotion into something that could help people. Digital marketers have this same understanding of the power of color. By using the psychology of color, people can infuse their brands, logos, and websites with the feelings that they want their clientele to have. 

Green is a color that is associated with health, tranquility, growth, abundance, and nature. If brands wanted to communicate that they are very eco-friendly, for example, they may gravitate toward the use of the color green in their marketing. John Deere is a great example of a company that uses green in their marketing. The use of green suggests they understand the earth, and that their tools will be the very best when working with the land. H&R Block is another color that uses green in their marketing, to great effect. The green branding suggests they are in the flow with money, and extremely trustworthy at their core. 

Blue is the most popular color for marketing, according to studies. It’s certainly preferred by the male demographic, and is generally associated with peace, water, reliability, and productivity. Many online brands use blue as a way to assure their user base that they are a good place to spend time and money. Facebook has had a very recognizable blue color, and their logo has become a giant among online and global brands. Twitter and Venmo both use blue effectively in their branding as well. These are companies that want people to feel safe and continue to come back to their service.

Companies that use the color orange to communicate their branding usually want to come across as very friendly. Orange, when used in moderation, can make buyers feel an increased sense of cheerfulness and optimism. It stimulates the logic center of the brain, but if it’s overused, it can cause a viewer anxiety. This is one of the many things that digital marketers and marketers of all types need to keep in mind. Knowing the potential effect of colors can help lessen potential negative outcomes. Some companies that have used the color orange very effectively in their branding are Nickelodeon, Amazon, and Home Depot.   

The color purple is often used when brands want to seem associated with respect and wisdom. Many anti-aging products will use purple in their designs. Brands that put themselves within the purple color spectrum are often associated with creativity and a lot of imagination. Yahoo!, T-Mobile, Barbie, and Taco Bell are all companies that use purple in their branding personalities. Purple activates the problem-solving areas of the brain, and makes the viewer feel creative. Purple is also associated with royalty, which can help a company feel timeless and old, even if they’re not. 

There are times when companies will rely on neutral colors such as black, white, and gray to communicate their branding. White can evoke feelings of sincerity and cleanliness. Black is always tied to sophistication, class, authority, power, and strength. Gray conveys a sense of practicality, timelessness, and solidarity. A company that uses all three of these colors to very effectively market their brand is Apple. All of their products are very sleek and high quality. They are able to nudge people along into these assumptions about their products by using white, gray, and black in their marketing. 

Some brands use a combination of colors to create their brand personalities. It’s difficult to see the colors red and yellow without thinking of McDonald’s. Orange and red might remind you of Mastercard or Burger King. Even green and red paired together can make anyone think of a Christmastime celebration. Perhaps most interesting are brands that use multiple colors as part of their personalities – some have done this to great effect. Google is the best example, while Microsoft and Ebay also use four colors each to communicate their brand.  

Colors can also be used very effectively on websites to help direct buyers. For example, a large red button for the “Cart” section will help people who are just window shopping feel more urgent about checking out. If a website is laid out very well, with pleasing color schemes and designs, people are more likely to spend more time on that website. This leads to more purchases being made through that website, or otherwise more of an impact being made by that brand. All of these colors evoking all of these feelings will inevitably drive people toward the brands that they choose to interact with. Digital marketers can always count on color to be a useful tool.