I always think newsletter colors should be drawn from your logo, and fonts should remain consistent across platforms to create a brand identity. But that said, there are psychological studies that show which colors entice people to spend money.
Red: The Color for Action
You’ll see an intense red used in logos of companies whose brands are about action, like Coca Cola, CNN, and the Red Cross. Use bright red for your giveaway if your brand’s adrenaline-driven, from something serious like saving lives or seriously fun like winning a game.
Blue: The Color for Credibility
Blue connotes calm, and sometimes cold. If your brand’s about being trustworthy, conservative, or traditional, consider blue. Note that companies that use blue in their branding are often looking to position themselves as rock solid in industries that can provoke anxiety (think taxes and doctors’ visits!). AmericanExpress, Blue Cross, Boeing, and PayPal use blue. If this sounds like you, consider the color blue to attract customers. Accent it with yellow to establish trust with a lighter side (like WalMart does).
Green: The Color for Healing
Green’s still the color of money but today it’s just as often the color of eco-friendly companies, causes, and products. Companies like Starbucks, Whole Foods, and Land Rover use green to imply a natural or outdoor orientation. If your brand is about what’s natural—whether that’s the environment, good health, or healing, green sends the message.
Good luck!
Leslie Hammond
Director of Education & Communications
Home Care Hospice & Palliative Care Alliance of New Hampshire
