The Psychology of Colour in Advertising: How to Influence Your Audience

When it comes to advertising, it’s not just what you say—it’s how you make people feel. And one of the most powerful tools for shaping perception is colour. The colours you choose in your creative can instantly influence how your brand is seen, the emotions it evokes, and even the actions consumers take.

Why Colour Matters

Studies show that people form a subconscious impression of a product or brand within 90 seconds, and up to 90% of that judgment is based on colour alone. That means your colour choices in billboards, digital ads, print, and even logos play a huge role in shaping your audience’s response. Do you want your brand to convey trust and serenity? Or fun and excitement? Colour is a key way to help create that feeling.

What Colours Communicate

·         Blue – strength, wisdom, trust, calm, dependability. That makes it a go-to for banks, healthcare and corporate brands. It’s also the world’s favourite colour!

·         Purple – royalty, luxury, superiority, but can also represent decadence and excess. 

·         Orange – confidence, creativity, courage, warmth. 

·         Red – excitement, urgency, passion, power. It can also make people feel hungry, so it’s often used by fast food brands.

·         Pink – femininity, youthfulness, quirkiness.

·         Green – growth, health, nature, relaxation, freshness. Great for sustainability, wellness, and lifestyle brands.

·         Yellow – optimism, energy, happiness. Best used sparingly as it can also induce feelings of anxiety.

·         Black – sophistication, wealth, elegan

ce. Many brands use it to look sleek and refined.

·         White – innocence, purity, cleanliness. Can help achieve a pristine look, but without other colours can feel boring or sterile. 

Choosing the Right Palette

When selecting colours for your campaigns, think beyond personal preference. Consider:

• Your brand identity – Do your colours align with your values and personality?

• Your audience – What emotional response do you want to trigger?

• Your environment – Will the colours stand out on a busy roadside, in a social feed, or among competitors?

  
  

The Takeaway

Colour isn’t just decorative—it’s strategic. When chosen well, your colour palette can help you stand out, connect emotionally, and guide consumers toward action.