The wise use of colors can improve the recognition of your brand to a large extent. Colors do carry a secret meaning and influence on the minds of customers that can be positive or negative. Marketers should know the psychology of color and color effect on marketing and advertising to use it wisely.

As per experts, color can make a brand and researches reveal that successful companies choose the color according to their business. For example, Nokia, Samsung, etc chose blue as the main color that represents trust and security. On the other hand, Coca-Cola, H&M, Toshiba, etc chose red and Sony, Puma Mercedes, etc chose black.

Some companies chose a green color that represents health and nature. Therefore, you must pick up the right color for your firm depending on your field of expertise. Every small use of color is vital and it can influence the success of your company.

The choice of an ideal color palette is part science, part testing, and part aesthetic. You can find here the reasons for the importance of color in marketing and advertising.

Gender-neutral colors

Why color is important for marketing and advertising?

Color produces a feeling and words cannot replicate this feeling truly. This is the reason why color communicates with the users at an emotional level and can be effective at persuasion. The color of a product can change the feel of a product and may make the product look fresher.

Color can even make the look of medicines look very pleasant. Drug companies often select colors like blue, yellow, red, etc to produce unique feelings. Consumers can associate the color of the drugs with the specific effects it can produce.

Most buyers say that color is the primary reason for choosing a product for buying. Moreover, there a lot of buying decisions based on an impulse where color creates a big influence. As per research data, the color design of a website contributes more to get a positive response from prospects.

How you can communicate with buyers through colors?

The true challenge for using color successfully for promoting your brand lies in making use of color psychology wisely. When you know the true meaning of the color wheel, you can speak to buyers in a better way. Knowing the basics of color psychology is the entry door to the vast world of color science.

To illustrate, for impulse buyers, choice of red, black, royal blue and orange can be great. Besides, teal and navy blue can be a good choice for bargain hunters. Also, for traditional shoppers, sky blue, pink, etc can make a lot of sense to use for the softness it carries.

Likewise, for a product package, brown may not be a great choice as it stands for old and overripe feeling. Therefore, you can make out easily the value of color psychology, and how it can influence consumers. It is not about the emotions only, but it can meet the needs of a customer very well also.

At the end of the day, our biological programming decides our expectations and we like or dislike as per this. For example, for a fruit brad red color is good as fruits that are bright and red are fresh. It is a very good way to use color as per nature’s rules and you can get a good result when you do it.

Besides, it is not always obvious or logical the ways the color influences us. How we associate with color can depend to a large extent on our cultural background. Also, our taste and personal background can be critical factors for choosing a color.

How color can impact advertising and marketing?

Each color associates itself with emotions and here you can find a list of few colors and its association.


Red is a hot and vibrant color and it grabs attention in several ways. It can indicate passion, anger, high energy, warfare, fire, etc. Also, the red color is very suitable to express the feeling of warmth, confidence, and love. Besides, red color meaning can be very sexy and can be suitable to use on landing pages of dating sites.


If you are looking for a masculine color, the blue color can be your best choice. However, the blue color can associate with a few other emotions also. These are stability, peace, relaxation, calmness, silence, etc. Also, it can represent sadness and relaxation.

It is a very popular color for banks as it can communicate stability and authority. It is the value that consumers expect for all their financial activities. It can be also good to use in a yoga studio, to convey a sense of peace to the visitors.


It is a very cheerful and friendly color and it has few traits in common with the red color. The things that you can find in common with red are high energy and warmth. There are other associations too like youth, vitality, humor, affordability, and seasonal changes. 

It can be great to use an orange color to attract kids for an energetic display of things. For a beauty brand, it can be a great choice for attracting everybody.


Customers normally associate the yellow color with affordability and optimism. Since it is both light and bold it becomes more attractive. Yellow color associates with energy, danger, happiness, warmth, playfulness, youth and cheerfulness.


Green is a cool color and it can be best for the calm, professional and mature brand. Moreover, green is very good for lowering the blood pressure and heart rate for the viewers. It associates with health, finance, environment, growth, good luck, harmony, wealth, balance, etc.

It reminds people of the recycling logo and it can be good for brands for advertising eco-friendly or organic products. The renewing and soothing experience that it provides can be suitable for spa and recreational facilities.


White is fresh color and can represent new beginning and peace treaties. It can associate with purity, cleanliness, simplicity, blankness, peace, youth, honor, coldness, etc. As a very cold color, it is a great choice for an ice cream vendor cart and it represents relief on a hot day.


Though black color means the absence of any color, it can be a very bold and powerful color. A few associations that it makes are power, luxury, formality, mystique, elegance, control, darkness, etc. It is both modern and cool color and it can also be creepy if you want it that way.

In particular for some brands, like the candles or incense stick, it can be perfect. Since it represents power, it can be a good choice for use in a gym that inspires the members to become stronger.


It is a mysterious, mystic and sensual color and we can often see this color in nature. The common association that purple color makes is luxury, royalty, magic, and wealth. Besides, it also associates with intrigue, imagination, honor, and spirituality.

It will depend on a brand on how to use it and where to use it. For example, a purple brochure can play the thoughts of luxury and wealth quite well


Pink color can be more suitable for girls and blue can be for boys. It has a strong gender association and for marketing and advertising, it can associate with many things. It can be fun, sweet, girly, upbeat, delicate, romantic,

It can be a very suitable color for bakeries as it is sweet just like the items the bakery shops are selling. For feminine brands, it can be a suitable color.


You can trust the brown color and brown remains with you for years and will stay with you in the future also. For courier service, brown can be the best package color and it conveys that your items will reach your home safely. It can associate with earthy, reliable, masculine, old-fashioned, dependable, natural and warm attributes.

However, it can also generate a feeling of dirtiness and cannot be a great choice for hotels. But for a store that deals with gardening items, it can be a great color.


It stands for practicability and professionalism, and even if it is boring to some, it can be great to associate with many feelings. It can associate with professional, natural, formal, efficient, and corporate feelings, Gray can also represent that you are different from many other colors like blue and pink.

How the meaning of color can vary with culture?

When you are choosing a color scheme to get a typical color meaning, you need to notice who your target audience is. Many colors have a strong association with some cultures ad it can vary within the same country from one region to another.

Therefore, understanding what type of color is preferred by your target audience in whichcircumstances is crucial for choosing the right color.

For example, the yellow color may be associated with mourning and death whereas, in Japan, it may denote courage. At the same time, yellow can sacred color in the Middle East whereas in China it can have vulgar connotations. Also, yellow can be a symbol of royalty in many parts of Europe and it can vary in other countries too.

You need to make a research about your target audience for designing the marketing and advertising materials. It is essential to understand the cultural association of any color before making a design. If you are using a color scheme that does not match the expectation of the audience, it will be of no use.

What can be the best color for a call to action?

Though red can be a very good choice for the CTA, the optimal choice for a button color will depend on the context. The context makes the most important contribution to buying decisions. Therefore, the choice for the optimal color for CTA will depend on specific brand and product and overall design.

Sometimes buyers visit your site with thorough research and with a calm mind. In such cases, the use of green color in a call to action button may be good. Your call to action button should also be easy to see and it should be able to complement the overall design.

Moreover call to action buttons should be big, simple and clean, and it should come with a plain background.

As per color psychology and the market research, red, green, orange and yellow can be very good for a call to action buttons. Your ultimate objective is to provide satisfaction to the buyers and provide a sense of happiness and feeling of warmth.

How you can verify the marketing strategy for color

While knowing the color psychology can help you to make informed decisions for your marketing and advertising campaign, testing can be the real way to estimate its success. You make A/B testing or split tests to decide which color palette you should choose. The testing can provide the necessary confidence to you to implement the correct color choice and make your design more meaningful and effective.

Colors can be excellent to announce the marketing message

Once you understand the meaning of color, it will be easier for you to reach your audience with the branding message. Moreover, it is not enough to choose a color impulsively based on your linking only. The strategic choice of color is more important as people are visiting your site with a specific cultural background.


In conclusion, you must understand the psychology of color for making a suitable decision for use in marketing and advertising design. Also, you need to understand how different cultures have different choices for accepting colors for a design. Once you understand the basics of color, it can be easier for you to make a good choice.

Design is the outcome of the current trend of liking of the audience and the manifestation of the cultural atmosphere. Though at present the designers are following the masculine and feminine approaches to reach the audience, very soon the design trends will focus on gender-neutral design. Gender neutrality is taking over in all realms of interactions and though it is not very widespread yet, it will become very popular in the coming years.

The gender-neutral design approach can result in design in products that can find a greater audience. It can be more productive and easy for all to choose the products based on gender-neutral design. Universal design can encourage and promote the varying needs of individuals easily.

How to make a gender-neutral product design?

The most important thing that you need to do is to make a balance between the feminine and masculine aspects of design. You should find the different aspects of a design that can manifest itself into masculine and feminine gender. When you have good knowledge about it, you can make a design that can meet the need of both genders and can produce a good gender-neutral design.

Gender-neutral colors

Gender-neutral colors

Selection of color can play a big role in making a gender-neutral design. The disruption of the stereotyped design and out of box thinking approach can be the stepping stone to make a gender-neutral design. Grey, white, black, light-browns, etc all are gender-neutral colors.

The blue color is often liked by both genders and it can be suitable as a gender-neutral color though not in a very dark tone. The use of accent colors can be good to balance between masculine and feminine connotations. When you start making a gender-neutral design, these color ideas can be a good starting point.

The gender-neutral colors are normally minimalist and muted. However, it is always better to analyze the audience so that you have a fair understanding of what type of color will be suitable for them. A few examples of gender-neutral colors are grey, white, black, green, yellow, light brown, orange, and the muted toned.

Color and typography can play a mutually important role in the gender-neutral design

The role of typography is very important in the gender-neutral design along with color. The masculine fonts are straight lines, with geometric shapes and sharp edges. On the other hand, the feminine fonts are thin, cursive, smooth and slanted, and tend to be decorated.

Of course, there is some typography style that is classical and does not have any gender association. For example, Roboto, Grammond and Helvetica, and these fonts can be highly suitable to use in gender-neutral design. Helvetica may be the most popular among these to use as a gender-neutral typeface.

However, there can be variations in Helvetica also that connotes gender. For example, the ultra-light variation of Helvetica can be quite feminine whereas the extra bold Helvetica can be masculine. There will be more fonts that you will see in near future that can be more gender-inclusive. You need to consider the context where there will be use of both font and the color, together. There can be particular color suitable for a font in a particular context. When you want to make a gender-neutral design, you should be conscious of the relation between the color and the typography.


Layouts can have a masculine and feminine connotation in terms of graphics and websites. As earlier pointed out, the color and the choice of typography should be perfectly balanced to get a gender-neutral design. Some websites may look feminine due to the use of pink, turquoise or rose-gold colors.

The elements of color, typography, and shapes will affect the appearance of a layout. To understand a gender-neutral design, it can be great if you research websites that cater to everyone’s needs. For example, sites like Google, eBay, or Amazon, etc and all these sites have a gender-neutral approach in design.

Photography and Imagery

Photography and Imagery

The imagery and photography that support the inclusive of gender do not picture any particular type of gender. It does not have a stereotypical gender norm. When photography pertains to a group of people, the group should be diverse to make it gender-neutral.

When you want to target a particular demographic group, only a particular segment of the population needs to be considered for your marketing campaign. However, advertising imagery for a specific gender can be a stereotype in nature. For example, Gillet advertising is generally targeted to a male audience whereas, Dove imagery with its soft and delicate imagery is targeted towards women.

The common approach to gender-neutral imagery for advertising is its emphasis on the functionality of the product instead of gender. For example, Aesop, the cosmetic brand, is doing an excellent job of appealing to both the genders by not making stereotypical gender profiling. Another example may be Burberry that is trying to popularize the gender neutrality in the fashion designs.

Aesthetics based on androgeny

Androgyny is a combination of feminine and masculine characteristics and it produces an effect that is neither feminine nor masculine. While the androgynous aesthetics is not a new thing, it is finding a great deal of application in gender-neutral design at present. You can include it in your brand imagery if you want to make a gender-neutral design.



Similar to typography, smooth and curved line icons are mainly targeted towards the feminine audience whereas straight and sharp-edged icons are targeted to a masculine audience. The choice of color can be very vital for making the icons gender-neutral. A gender-neutral style of icons is having a one-color use approach and the chosen color is normally an accent or neutral color.

In most cases, the gender-neutral icons are outline icons and glyphs. There is no specific dimension or color and these can be perfect for any design. You can choose the best style that matches the requirement for your brand.

Gender-neutral glyphs

Glyphs are symbols that can help to communicate a specific message. The examples of glyphs can be the zebra crossing, and the danger symbols, etc. It is a challenge to make gender-neutral glyph designs and designers are trying to make gender-neutral glyph design and you can expect to see some arising in a short time.


You need to understand the gender stereotypes that come in the traditional design of packages to understand the concept of gender-neutral packaging designs. Normally matt black, chrome, and dark blue represent men’s products. Sometimes packaging for men features sports connotations or sports imagery.

On the other hand, the pink color is widely used to make products and toiletries for women. The sleek packaging is often made for women that come with flower pattern and rounded iconography. In the recent design methodology for gender-neutral design, there is a massive shift in the choice of pink color.

Developers for gender-neutral design are now not favoring to choose the pink color in package design. Now there are more colors available to choose for women packages. Many of these colors are blue, yellow and gender-neutral patterns that can appeal to both genders.

Gender-neutral product designs should not have graphics of flowers or sports connotations. It can feature minimalist packaging and it can emphasize on the product practicality. The perfume brand, skincare brand, cosmetic line, etc are some examples that are trying to bring gender-neutral packaging designs.


Stereotype designs targeting a specific gender are alienating several consumers for choosing a product.

The future in design focuses on breaking gender stereotypes as the line between what men and women respond to design is thinning. At present, more and more people are responding positively to a gender-neutral design concept.

A gender-neutral design may be the right path for attracting a larger customer base for a product. You need to know the likes and dislikes of your customers better to decide what they prefer.

Color is the greatest gift of nature and you can feel the sensation of the color when the light enters the eyes. The light waves enter the eyes and focus on the retina by the lens of the eyes when a photo chemical reaction starts. It results in an impulse that transmits along the optic nerve to the concerned receptor of the brain.

The color that the brain observes, perceives, or experiences is dependent on a particular or combination of wavelengths of the light source. The Hue is the common name of the color, value is the lightness or darkness, or tone and shade of the hue and chroma is the depth of the color like dullness, brightness, etc. A web designer can bring all emotions like happiness, sadness, etc with the association of correct colors and produce a brilliant UX Design.

Perception of colors

The perception of the light and color occurs when the light starts focusing on the retina and initiates a photo-chemical reaction on the retina. There are two distinct types of nerve cells called cones and rods on the retina. Cones are the nerve cells that convey the sensation of the color to the brain and respond to bright daylight or strong artificial light.

Rods are the nerve cells that become more prolific when retina moves forward towards the lens of the eye. Rods will come into action during the evening when the illumination is low or there is little light. While rods are responsible for night vision, cones are responsible for day vision or vision with artificial light and cones respond to three main colors that are red, blue and yellow.

It is important to have a clear understanding of the vast subject of color for an UX Designer to make an impressive design. Before stepping on the greater details of the color wheel, it is essential to understand the basics of color and color theory. First of all, you need to understand the primary, secondary and tertiary colors discussed here in the following paragraphs.

Primary colors

Primary colors

Primary colors remain the building block of all colors that are present on the spectrum. There can be a slight change in the primary color combination depending on the application (for example for textile dyes the primary color combination may be different from TV primary color). However, the traditional primary colors used in art and color theory remain red, yellow and blue.

Secondary colors

Secondary colors

Secondary colors are obtained by mixing or adding the primary color and when you add equal parts of primary colors different secondary colors can be there. Knowledge of additive color mixing of primary colors can help to understand the subtractive color mixing. You can find a green color by combining yellow and blue, orange by combining yellow and red, and purple by combining blue and red.

Tertiary colors

Tertiary color

Tertiary colors can be produced by mixing the primary and the secondary colors that can open up various other shades of a particular color. The six major types of tertiary colors are vermilion (orange plus red), magenta (red plus purple), violet (purple plus blue), teal (blue plus green), chartreuse (green plus yellow) and amber (yellow and orange). When an UX Design engineer can grasp the concept of the color combinations, a brilliant design is possible that can bring the best User Experience.


The world of color is vast and fascinating and has many hidden depths that are yet to be discovered. The understanding of the primary, secondary and tertiary colors can create various exciting forms of expression and can be immensely helpful to make brilliant user experience design. Appropriate use of the colors can be very important to influence the mood of the user and to increase traffic.