Humans are visual creatures -- so visual, in fact, that color plays a much bigger role in influencing what we purchase than we might think.

There's a reason companies test the colors of things like advertisements, banner ads, and call-to-action (CTA) buttons. When we did a button color test here at HubSpot, for example, we found that a red CTA button outperformed a green CTA button by 21%.

In other words, we increased conversion rate without changing anything about the page except for the color of the CTA. That's the power of color psychology in marketing.

Let's explore the ways color psychology plays a role in marketing, with a quick vocabulary lesson and a visual guide.

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What is Color Psychology?

Color psychology is an area of research that looks at how color influences our behavior and decision-making. When used in marketing, for example, different colors can impact the way buyers perceive a brand in ways that aren't always apparent, such as how certain hues can increase appetite.

As you explore the below infographic from Iconic Fox, you'll see why certain brands have chosen specific colors for their logos. Have a look, and learn more about how each color influences consumer emotions and purchasing decisions.

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Originally published Nov 3, 2017 7:57:00 AM, updated April 07 2022


Psychology of Color