The Ultimate Guide To Colour Theory And How To Use It In Marketing

Digital content marketing is the new era of marketing amongst individuals and businesses. Today, most individuals and organizations prefer to promote their skills and business through websites. The website exhibits all the services provided by them in the form of content. So, here, content is the king, while promoting the business online.

But, it is never easy to attract more audiences towards website content. The content that is present online should be visible in a perfect way to the readers. Color plays an important role in promoting content online. In content marketing, the color theory adds more sense to the content which is promoted.

Color Theory

The human mind has always been fascinated by the various colors around. Some colors are pleasant, while some are annoying according to human perception. The color theory, in simple terms, is the science behind using different colors for presentation. Based on the visual effects and perception, colors are combined to bring a presentable combination. Each color is perceived differently by individuals. A general response to specific color depends on experiences, events, culture, and perception of humans. 

How Does Color Theory Work In Marketing?

While promoting content, it is crucial to study color theory and apply it appropriately. It is because colors add more impressions to the content and also have an impact on decision making. Colorful content is more attractive to visitors than just a normal black and white content page. Readers get easily attracted to colorful texts or visuals online. Either the reader will find the content interesting to read or find it repelling. It all depends on what color or color combination is used while displaying the content.

Some main colors like red and blue can create a sensible effect on the content or visuals, while some shades or tints display casual content. Various food chain brands use dark color themes for their marketing. It is because customers are easily engaged in their products/ services in just one look. Then there are online service providers who use light color combinations for promoting their services.

Use Of Different Colors And Their Combinations In Marketing   

       Primary And Secondary Colors

There are three primary colors, i.e., red, yellow, and blue. These three colors make a major influence while promoting a product or a brand. When these three colors are mixed with lighter shades, then secondary colors are obtained. The secondary colors are orange, green, and purple. When red and blue are mixed together, then the purple color is formed. A combination of red and yellow will result in getting an orange color. The green color is formed by mixing blue and yellow colors. Secondary colors are also majorly preferred while promoting brands.

       Tertiary Colors

Tertiary colors are usually a combination of both primary and secondary colors. They are two name colors, such as red-orange, purple-red, or green-yellow. Primary, secondary, and tertiary colors are known as pure colors. They are not combined with white or black.

       Shade And Tint

If the pure color is mixed with black color, then shades are formed. Shades such as rusty, grey, or metallic are becoming quite popular amongst promotion companies. Tints are obtained when white color is added to pure colors. They are also known as pastel colors. There are hundreds of tints available in the pastel color palette. White color has the main influence on these tints.


Pure colors that are mixed with gray color get converted into toned color. Tones affect the intensity and brightness of pure colors.  


In color theory, contrast plays an important role in the selection of colors for business. High or low contrast in colors makes them look different. When colors are combined, and a contrast is added, then they look elegant. Most brands use this contrast color combination to promote their products.

Cool And Warm Colors

On the color wheel, the colors are divided into cool and warm colors. Colors such as blue, green, violet, and their combinations are considered to be cool colors. Yellow, red, orange, and their combinations are warm colors. 

       Color Wheel

In color theory, the color wheel is the main source for choosing colors for marketing. The color wheel includes all primary, secondary, tertiary, tints, shades, tones, and contrast color combinations. Once the color wheel is better understood, then one can apply these colors in promoting their content.

Psychology Of Colors In Marketing

In digital marketing, vibrant colors are used more frequently as they are soothing for the readers. Bright colors such as red, blue, and green bring a sense of power and confidence while promoting content. Orange color determines a sense of positivity, motivation, and warmth. The color yellow is a kind of inspirational color. This color can be used in promoting all types of content. For the content related to nature, green color can be used. The spiritual content is best promoted by using purple color. Complementary colors can be added in proportion so that the final combined color looks appealing.

Considering the color blinds, it is necessary to choose suitable colors for promotion. High contrast colors can work here. While using an ad creator for advertising, the content color selection can be made by considering the color wheel. When creating an advertisement, it is important to consider the potential target audience and then choose the colors correspondingly. All the factors relating to the color theory should be prioritized.