Marketing starts with color.

Close your eyes and imagine any world famous website. What do you see? We bet what you’re seeing is an abstract image of the page made of small multicolored circles, or maybe the brand’s logo.

A similar image comes to life in the minds of millions of visitors, so the main goal is to turn these colors into an effective advertising tool when choosing colors for advertising purposes. Let’s find out how to do this in practice.

If you’re a marketer, you shouldn’t be unfamiliar with AIDA, the decision-making scheme. AIDA is a scheme designed and proposed by Elmo Lewis in 1898. Lewis argues that the purchaser goes through several mandatory stages:

  • Be aware
  • Be interested
  • Desire
  • Taking Action
  • The right choice of colors converts the maximum number of visitors to take the targeted action. For example, it increases sales.

The user’s attention is monopolized by color. But can all colors be equally effective?

Color Theory or a Brief History

There is a theory that can help in the selection of colors that can affect the behavior of the target audience, besides attracting the attention of the visitor, it keeps them and enables them to perform the expected action. This theory is called “Color Theory” and has long been used by successful artists and designers.

The degree of visual impact is largely determined by color and color combinations, which also affects our behavior. Color theory is actually a topic of deep and longstanding interest in society. This theory was first mentioned in 1435 during the Italian Renaissance. Previously, four “true” colors were mentioned: red (the color of fire), blue (air), green (water), and gray (earth); It was believed that all other colors could be obtained by mixing these four colors.

Later, Leonardo da Vinci, Isaac Newton and some other scientists proved that there are only three primary colors; red, yellow and blue. The modern theory of color was put forward by Albert Munsell, who introduced the terms shadow, brightness and color saturation into our lives. These three categories form the basis of the psychological connection with colors.

In recent years, several different digital color theories have been put forward. Theorists, designers, and web developers have struggled to understand how color is understood and accepted through digital platforms.

How Can a Color Theory Relate to Search Results Page Change?
When a user comes to the website, their first impression is formed within a few seconds. That’s why great search results pages are so important to your success: if you don’t grab the user’s attention within the first 8 seconds, you’re likely to lose them forever.

There are two ways to create a selling search results page using color theory:

  • To facilitate legibility by using a combination of contrasting colors.
  • Using psychologically proven color associations.

These two approaches allow you to give a specific message to the user, as well as choosing a color that will make the target page really effective, not just the “good display” principle.

Using color theory:

  1. We can capture the user’s attention for as long as possible
  2. We can persuade the target audience to take action.
  3. We can significantly reduce the bounce rate.
  4. We can increase change.
  5. Colors and Associations

Colors and Associations

  • Red. Use this color to stimulate sales. Healthy desires stimulate feelings such as determination and leadership. A place marked in red in a text is always interesting, so be sure to highlight the valuable part in red.
  • Yellow. It is a color that focuses the attention of the viewer. It is important to use this color when emphasizing and because it is warm and peaceful. Recommended for yellow products and brands serving for children.
  • Orange. Since it is related to activity and energy, it can be used best in sports products.
  • Blue. If you want to evoke trust, honesty and loyalty, please use blue. Blue will add continuity, consistency and professionalism to your brand. It will define your company as a leader in its class. But try not to overdo it when using blue because it can cause numbness and sometimes even depression.
  • Green. As you know, green symbolizes nature. It is an excellent choice for all healthcare. Green is also associated with wealth and money. However, you should keep in mind that green is a passive color.
  • White. It is an immaculate color and never breaks a design. It is good for background use and creates harmony when used with other colors.
  • Grey. Not the best choice for a job; It can be used to hide unnecessary information as it will not attract attention.
  • Black. It is one of the strongest colors that can give you excellent results when used in combination with other bright colors. Black is the most common color used for text.
  • Brown. Use the dark tones of brown to evoke richness for the viewer, while the lighter tones evoke conformity. Brown creates a reliable and stable brand image.
  • Pink. It is often used in the fashion world. When not used exaggeratedly, pink is an appealing color with dignity and grace.
  • Purple. It is almost the same as pink, in addition to pink it can be used to express magic and mystery.

As a matter of fact, knowing the psychology of colors allows you to know which color will positively affect the sales of the product. Choose the main color and create your dream website based on it!


The color options are almost endless. With an “appropriate” color you can get users to do what you expect, while a poorly chosen color can be confusing and increase the bounce rate. Although the colors to be used for Marketing and Branding are predetermined by the psychology of emotion, you should not use other people’s recipes too rigidly.

You should look for a color combination of your own that can guide you in terms of change and profit. Don’t forget to test everything you change, because color is a powerful tool that has no tolerance for carelessness.

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