Colors in marketing | influence consumers

Colors in marketing | influence consumers

Have you ever bought a bottle of wine, perfume or face lotion just because of the shape of the bottle, the dazzling design, or the colour of the artwork? You wouldn’t be the first.

If your products don’t make an emotional connection with consumers, there is a perfect chance those consumers will overlook your product for someone else’s. Your would-be customer might buy something inferior to your product just because the other item attracted their attention – it ‘spoke to’ or ‘connected’ to their emotions.

Sometimes, the power of a product is not in the convincing but in the connecting. When a potential customer chooses a product from the multitude on the store shelf, the choice may have nothing to do with the positive claims on the bottle or the innovative ingredients inside. It may, however, have everything to do with the unusual shaped bottle, the colourful packaging or the edgy design.

So when it comes to branding and designing the packaging of your products, take time to discover the influence colour can have on your end design and create something that stands out from the crowd.

Colour coding

Colour can convey a mood, evoke emotion, and symbolize sentiment or feeling. And it enables brand recognition!

You can bet it was no accident that the Sydney 2000 Olympic Games stadium seats were a calming blue. Or the dresses worn by Spanish Flamenco dancers are a sensational red. Or pink is the colour adopted by hopeless romantics.

To help you connect with customers, we looked at nine colours to discover how they might influence consumers.

Roaring RED

Red is a prominent colour that shouts at customers rather than whispers to them.

The colour red is used to attract attention. Buy now! Stop! Fire! And to signify energy, danger, and power (think flash sports cars).

Red is emotionally intense and represents passion, desire and eroticism (think red lipstick and fingernails). Red also energizes and revitalizes the body and soul and helps to motivate.

Red Clay is rich in iron oxide (important for cellular respiration and electron transfer).

Passive PINK

Pink is a sensual and sensitive colour. It symbolizes romance, love, and friendship and helps to calm and soothe, especially around times of loneliness and grief.

Pink also represents feminine and nurturing qualities, beauty, sweetness and passivity.

Pink clay is an example color. 


Orange is the colour of joy and evokes enthusiasm, happiness, creativity, success and determination.

It is also the colour of citrus and is therefore associated with vitality and health.

Although orange is a hot colour, it is not as aggressive as red. However, like red, orange is prominent and is an excellent colour to highlight essential elements of your creativity. Just like orange powder.


The colour of sunshine, yellow, has come to symbolize fun, happiness, joy and energy.

Bright yellow produces a warming effect and evokes pleasant, cheerful feelings.

It is also effective at attracting attention, especially when paired with black. However, against white, yellow tends to fade into the background.

Yellow is often perceived as childish, so it is not advised on expensive or prestigious products.

Lastly, paler or duller shades of yellow can look dingy and are not as visually appealing, so steer clear of shades of yellow.

Yellow Clay is rich in silicon dioxide, a catalyst for the formation of skin collagen.

Glorious GOLD

Gold is usually associated with luxury, indulgence and prestige and evokes feelings of power, stature and wealth.

Gold also symbolizes enlightenment, wisdom, and optimism.

If you want your product to be highly esteemed, a touch of gold on your design can help you attain your goal.

Calming BLUE

The colour blue slows the metabolism producing a soothing effect and is therefore associated with tranquillity, depth and stability.

It symbolizes loyalty, intelligence, and faith and promotes feelings of reliability and trustworthiness.

Blue is often related to consciousness and intellect and is acceptable to men. It is also often used on products to convey cleanliness.

Blue can pack a punch when paired with warm colours. However, it should be avoided to promote food as it suppresses the appetite.

Shades of blue: dark blue symbolizes knowledge, integrity and seriousness, while pale blue represents health, healing, understanding and softness.

Harmonious GREEN

The colour of nature, green, represents fertility, growth, spring and the environment.

It is associated with harmony, peace and balance and holds powerful energies to bring about renewal and change.

Green is a vibrant, joyous, and restful colour; it helps relieve tension, aids rejuvenation and well-being and is a natural peacemaker.

Green provokes mental clarity, optimism and emotional calm, inspiring hope and generosity.

Opposite to red on the colour wheel, green symbolizes safety and is often used when promoting medical supplies.

Avoid dark green, which is associated with ambition, jealousy and greed.

The color of Trulux Green Clay is an example of vibrant, joyous, and restful colour.

Angelic WHITE

Associated with innocence, purity and virginity, white is also considered to be the colour of perfection.

White usually has positive connotations and evokes feelings of safety and prosperous beginnings.

Because it is the colour of snow, white is associated with cleanliness and sterility and is often used to promote products and services related to medicine.

Amazonian White Clay is rich in nutrients and minerals. It is an ingredient with high moisturizing power and antioxidants, it helps absorb toxins from the skin surfaceand activate cellular regeneration.

Bewildering BLACK

Black absorbs all colour and hides from the light, associated with the unknown and mystery.

This colour exudes power and is often perceived as intimidating and unapproachable, preventing two-way communication.

Black symbolizes fear, evil and grief, and on the flip side, power, formality and elegance.

It also implies self-control, discipline, independence and a strong will.

In clothing, black can be slimming, sophisticated, sexy, elegant and create intrigue.

When used as a background, black can reduce legibility. However, black can make a powerful statement when contrasted with brighter hues, although when used alongside other powerful colours, such as red, the combination can be perceived as aggressive.

The Volcanic Mud, also called black clay, is rich in silicon and aluminum. Due to its mineral composition, which includes titaniumand a large percentage of silicon and aluminum, it provides excellent rejuvenating properties.

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