The Psychological Effects Of Colors In Digital Marketing: A Comprehensive Literature Review

Abstract
This review probes into the psychological dimensions of color in digital marketing and how it
manipulation can generate a careful expression of emotions, perceptions, and behaviors in
consumers. Studies have shown that greens and blues calms, while reds and golds speak of luxury.
Strategic use of color is an extremely useful tool in developing marketing strategies that are specific
to the given markets. Using vibrant colors attracts children, while using vibrant colors inspires trust
in different connotations. Colors reveal pre-launch campaigns through influence on emotion,
reinforcement of brand identity, and driving consumers' consumption decisions.
Recent innovations include the application of color psychology in gamification and immersive
marketing. Bright colors boost user experience in virtual reality, and culturally relevant palettes
accomplish a connection with consumers across the regions. Important themes include the use of
emotional stimuli, sensitivity towards regional concerns, and proper alignment with brand identity
in order to achieve uniformity in terms of connections with consumers. This manipulation of color,
therefore, raises ethical issues, making the practice a very sensitive matter in adopting a responsible
manner. The present review enhances a holistic understanding of the use and implications of colors
in digital marketing strategies, thereby adding value to the creation of culture-sensitive, ethically
responsive, and visually effective marketing campaigns