woman with color wheel

Cool blue…passionate red…regal purple.

Any jewelry designer knows that color has a big effect on the viewer.

In fact, you probably use various colors in your designs to evoke certain emotions or a “feel.”

Did you know there’s an entire psychology of color in marketing and advertising?

While customers’ favorite colors and related jewelry choices are highly personal and varied, one area where the colors you choose have an even greater impact on dollars and cents is in your marketing materials and packaging.

Market researchers have spent decades researching which colors inspire customers to buy and how our color schemes shape the way the public sees us.

An article titled “Color Psychology in Marketing” on Brandingstrategyinsider.com notes that impulse shoppers are most prone to buy when they see red‐orange, black and royal blue; those who stick to their budgets respond to pink, teal, light blue and navy; and that traditionalists prefer pink, rose and sky blue.

Blue has consistently been the most popular color among consumers, as it seems to inspire a sense of trust. Other key tones are black, which spells “sophistication and elegance,” and gold and silver, which both convey “prestige.”

Here are what some of the other colors say:
• Red — excitement, strength, passion, speed, danger.
• Yellow — warmth, sunshine, cheer, happiness
• Orange — playfulness, warmth, vibrance
• Green — nature, fresh, cool, growth, abundance
• Purple — royal, spirituality, dignity
• Pink — soft, sweet, nurture, security
• White — pure, virginal, clean, youthful, mild.

Of course, to make the greatest impact with your sales materials, you should research your market and consider carefully the image you wish to present. Then use the language of color to share it with the world!

Question: What colors do you uses the most in your advertising? Marketing materials? Your logo and cards? Leave a comment below …