What is the aim of using color psychology in advertising?

The aim of using color psychology in advertising is primarily to manipulate consumer emotions and behaviors. Colors are known to evoke specific feelings and associations, influencing how consumers perceive a brand or product. For instance, warm colors like red and orange can create excitement or urgency, while cool colors such as blue can foster calmness and trust. By strategically selecting colors that align with the desired emotional response, advertisers can enhance their messaging and ultimately drive consumer actions such as purchasing decisions.

In contrast, the creation of new brand colors is more about establishing visual identity rather than directly influencing consumer psychology. Standardizing product packaging focuses on consistency and recognition rather than emotional impact. Identifying target demographics is a marketing strategy based on research and data, which does not inherently involve the emotional nuances that color psychology seeks to leverage.