Color Psychology As It Relates to Your Target Market & Marketing Strategy
Published July 16, 2026 - Kirstyn M. Yancy
4 min. read
At TMS Digital - and many other web design & digital marketing companies - we're no stranger to color psychology; once we nail down your target market, don't be surprised if the option of adjusting the core branding on your website and other marketing pieces comes up. It may not be a total overhaul, but could be as simple as incorporating a new color for your call-to-actions (CTA's). In the early stages of business, many business owners choose their colors based on what they like or what feels good to them — not what's appealing to the consumer.
If you're interested in what your colors are subconsciously saying to your consumers, continue reading...
Fancy Wal-Mart aka Target uses red to trigger "buy me now" impulses. Think about it, when was the last time you went into Target and left with exactly what was on your list?
Our Stanley Cup champs, the Carolina Hurricanes use red for that passion factor. Stimulate the crowd. Hey, we are the loudest house in the NHL. Red screams dominance, and we definitely see that reflected on the Canes ice.
Where to use red? We'd suggest using red as accent colors and CTAs. Not for backgrounds as the color can be jarring, but for a CTA, the perfect amount of attention for the "book today" or "call now" buttons.
Home Depot has been a long-standing orange sporting brand to portray hardwork, hands-on creativity (your next DIY home project), and values.
Our beloved Bojangles uses a deeper hue of orange to create an inviting feeling, triggering our minds to hop in the drive-thru for a Bo-berry biscuit and some sweet tea.
Where to use orange? Orange is best used for the more "accessible" brands. And just like red, use sparingly as too much can feel overpowering.
Bring on the smiles, it's yellow!
Where to use it? Accents, lighter hues for backgrounds, never yellow text on a white background.
Where to use green? Green is so versatile that it could match with just about any service provider. Brick n mortars, contractors - outdoor contractors especially, wealth management firms yada yada.
Massive corporations tend to use blue to subconsciously tell us they're trustworthy - smart move considering, right? HA! Blue calms the nerves and presents psychological safety.
Like how UNC Chapel Hill is that beautiful soft blue, reassuring their football fans each year that this will be the year, then when they get stomped by NC State and Duke. Basically, when you get screwed over, it's an easier pill to swallow if the brand is blue. (you shouldn't go making a habit out of it though!)
Now here's us - and I'm kinda eating crow here. We rebranded a few years ago from navy blue, deep red, and white to a deep purple as we found ourselves ordering more and more purple swag and the majority of our team loves the color purple. However, the color purple conveys the same message subconsciously that we're stating verbally, so it all works out.
Purple is perfect for brands and companies who have specialties e.g. digital marketing companies specializing in web design & SEO. Or a web design & SEO company specializing in contractors.
Black can present sophistication and power when used correctly in your branding. Think Chanel, Apple, or NC-Based BLKXCLLNC.
Think Mr. Clean. Lots of white space is used to describe a "clean design" for modern web design builds. Using lots of "white space" allows for a feeling of tidiness on your digital space. Again, see Mr. Clean.
Wanna talk to our super smart team and audit your current marketing strategy? Give us a call, submit a contact form submission below or book online. We look forward to working with you.
4 min. read
I want you to think of your favorite restaurant e.g. Sam Jones BBQ. Why is it your favorite? Is it the food? Is it the atmosphere? The service? All of the above? That's never by accident. The combination of smells, signage, people, are all psychological triggers telling the consumer how to feel about what they're surrounded by. The same goes for your advertising, marketing, branding. Just like font can convey an unconscious message or feeling, colors provide that same impact.
At TMS Digital - and many other web design & digital marketing companies - we're no stranger to color psychology; once we nail down your target market, don't be surprised if the option of adjusting the core branding on your website and other marketing pieces comes up. It may not be a total overhaul, but could be as simple as incorporating a new color for your call-to-actions (CTA's). In the early stages of business, many business owners choose their colors based on what they like or what feels good to them — not what's appealing to the consumer.
If you're interested in what your colors are subconsciously saying to your consumers, continue reading...
Red: The Attention Grabber
Think the 5-hour energy of the color wheel. It's high-energy, and literally physically stimulating. There's a reason stop signs, sales stickers, and fire trucks are red. Passion. Action. Urgency.Fancy Wal-Mart aka Target uses red to trigger "buy me now" impulses. Think about it, when was the last time you went into Target and left with exactly what was on your list?
Our Stanley Cup champs, the Carolina Hurricanes use red for that passion factor. Stimulate the crowd. Hey, we are the loudest house in the NHL. Red screams dominance, and we definitely see that reflected on the Canes ice.
Where to use red? We'd suggest using red as accent colors and CTAs. Not for backgrounds as the color can be jarring, but for a CTA, the perfect amount of attention for the "book today" or "call now" buttons.
Orange: The Approachable Hustler
As a secondary color, orange - in a nutshell - is the red waning. As we leaving the aggressive & urgent red, approaching the happy yellow, orange can provide a balance of the two feelings dependent on the hue that's presented. Sunset orange is inviting and warm, while marigold orange tends to give a more vibrant feeling. Orange is the color of creativity and mental energy.Home Depot has been a long-standing orange sporting brand to portray hardwork, hands-on creativity (your next DIY home project), and values.
Our beloved Bojangles uses a deeper hue of orange to create an inviting feeling, triggering our minds to hop in the drive-thru for a Bo-berry biscuit and some sweet tea.
Where to use orange? Orange is best used for the more "accessible" brands. And just like red, use sparingly as too much can feel overpowering.
Bring on the smiles, it's yellow!
Yellow: The Happiest Primary Color
There's a reason the O.G. smiley face is yellow. Yellow is happy. A child's rite of passage toy: the rubber ducky - meant to keep a child filled with joy during bath time. Happy meals are found at the golden arches of McDonald's.Where to use it? Accents, lighter hues for backgrounds, never yellow text on a white background.
Green: The Natural Authority
ICYMI, the human eye sees more hues of green than any other color. Green is the ultimate symbol of growth, stability, and balance. Nature and all that...Where to use green? Green is so versatile that it could match with just about any service provider. Brick n mortars, contractors - outdoor contractors especially, wealth management firms yada yada.
Blue: Trust
Massive corporations tend to use blue to subconsciously tell us they're trustworthy - smart move considering, right? HA! Blue calms the nerves and presents psychological safety.Like how UNC Chapel Hill is that beautiful soft blue, reassuring their football fans each year that this will be the year, then when they get stomped by NC State and Duke. Basically, when you get screwed over, it's an easier pill to swallow if the brand is blue. (you shouldn't go making a habit out of it though!)
Now here's us - and I'm kinda eating crow here. We rebranded a few years ago from navy blue, deep red, and white to a deep purple as we found ourselves ordering more and more purple swag and the majority of our team loves the color purple. However, the color purple conveys the same message subconsciously that we're stating verbally, so it all works out.
Purple: The Premium Edge
As a secondary color, we get the waning benefits of blue and red; trust and energy. Purple is a hard color to ignore and invigorates the mind.Purple is perfect for brands and companies who have specialties e.g. digital marketing companies specializing in web design & SEO. Or a web design & SEO company specializing in contractors.
Black: The Power Play
"Black isn't a color, it's the absence of color." Okay smarty pants, we know. LOLBlack can present sophistication and power when used correctly in your branding. Think Chanel, Apple, or NC-Based BLKXCLLNC.
Yeah, yeah, yeah, if black is the absence of color, then white is the presence of all colors. Save it for trivia night.
White: The Clean Slate
Think Mr. Clean. Lots of white space is used to describe a "clean design" for modern web design builds. Using lots of "white space" allows for a feeling of tidiness on your digital space. Again, see Mr. Clean.Wanna talk to our super smart team and audit your current marketing strategy? Give us a call, submit a contact form submission below or book online. We look forward to working with you.