Colors play a fundamental role in marketing, influencing how consumers perceive,
react to, and interact with brands and products. The proper selection, combination, and
strategic application of colors are crucial elements in establishing strong brand
identities and efficiently communicating with the target audience. This study aims to
explore the psychology of colors, the emotional and cognitive effects resulting from
their use, as well as the branding strategies that organizations employ to maximize the
impact of their marketing campaigns and how this affects the perception and
consolidation of a brand in the market. To achieve this, a bibliographic review of
literature published in the last ten years on the topic was conducted, and relevant
articles in Portuguese, English, and Spanish were selected for this review.
Understanding the influence of colors in marketing is essential for brands seeking to
stand out in a highly competitive market. Finally, it is understood that an understanding
of color psychology, the strategic use of colors in brand identity, and consideration of
cultural and demographic variations play a crucial role in the creation of successful
marketing campaigns, with the choice and strategic application of colors not only
affecting the perception of the target audience but also serving as a determining factor
in the success and differentiation of a brand in the market.
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