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The Complete Guide to the Psychology of Colors
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This document "The Complete Guide to the Psychology of Colors" describes how color is used to create associations and promote specific emotions in advertising. This essay has the source listed and was written for the course, Composition II. It is a good overview for those new to the topic.

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  • November 13, 2024
  • 4
  • 2023/2024
  • Essay
  • Unknown
  • A

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A Complete Guide on the Psychology of Colors, PPCexpo




Marketing experts use color psychology for more effective advertising. By choosing

particular colors advertisers can enhance their message, entice consumers to spend, and attract

more customers. Images are more effective than words alone for marketing.


The psychology of color is the science of how colors can influence moods, emotions, and

behavior. Consumers often make buying decisions based on their emotions. Color psychology

affects individuals differently depending on their demographics and age.


One common color used in advertising is red. Brands use this color to convey the

following attributes: courage, boldness, action, and passion. Red has cultural significance in

Chinese color, symbolizing luck, joy, and love. Netflix, YouTube, and TIME magazine all display

red in their branding. Seeing red has been shown to increase blood flow and make people feel

hungry which is why many restaurants use this color too: KFC, McDonalds, and Coke. According

to color psychology red is linked to courage and passion.


Pink is used in advertising, often to attract female customers due to its association with

femininity. Pink sets a tone of gentleness, love, immaturity, and affection. Victoria’s Secret and

Barbie rely heavily on this color in their marketing. Though pink is commonly used to

communicate to female audiences, other brands use pink as well: Lyft, Dunkin Donuts, and

Instagram. For these brands, the main messages are softness and sensitivity.

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