---
title: The Psychology Behind Marketing
description: Emotion is a powerful driver of human behavior. The psychology behind our behavior can help us in the success of our business and marketing strategies.
---

[Insights - Zagwear ](https://zagwear.com/blog)

# [The Psychology Behind Marketing](https://zagwear.com/blog/the-psychology-behind-marketing)

 Written by [Alexis Johnson](https://zagwear.com/blog/author/alexis-johnson) | (June 1, 2023)

Emotions are a powerful driving force behind human behavior, including our choices as consumers. Understanding the psychology of consumer behavior can be a valuable asset in the implementation of marketing strategies. There are a variety of psychological principles that come into play, but overall, it is all about the *feeling *we get from an experience. If a customer has a positive experience with a brand, they are more likely to continue to be a customer, but if it was a negative experience, expect some strongly worded reviews as well as discontinued business.

### Positive Association

Consumers remember how a brand made them feel. If consumers develop a positive association with your brand, it is more likely to increase their brand loyalty. Oftentimes, we don’t have a clear explanation for why we like a certain brand; it is more a feeling. If we have a positive experience with a brand, we will subconsciously favor that brand. Personalization can increase this positive association. Tailoring to the consumers’ specific needs, wants, or interests creates a sense of exclusivity and makes the consumer feel special. 

### Reciprocity

Oftentimes, there are several competitors in the industry in which we are making a purchase. Imagine purchasing a product, and you are surprised with a high-quality free gift with your purchase – something you actually may use and not just toss right away. This triggers what is called the norm of reciprocity. In simpler terms, you feel an obligation to return the favor to this brand by continuing to be a customer. Your brand loyalty with this retailer increases and you are more likely to want to continue purchasing from this brand in the future because they were so generous to give you a quality free gift. This is why reciprocity works with promotional products. Just make sure you choose a high quality, useful, and relevant product for your customers. 

### Color

Even color plays a role in our feelings toward a brand or product. According to Iconic Fox, every color has positive and negative emotions associated with it. Let’s take a look at Iconic Fox’s color analysis.

#### Red

Personality Profile: Bold, Adventurous, Energetic  
Positives: Power, Passion, Energy, Fearlessness, Excitement  
Negatives: Anger, Danger, Warning, Defiance, Aggression, Pain

#### Orange

Personality Profile: Adventurous, Competitive, Disaffected  
Positives: Courage, Confidence, Warmth, Innovation, Friendliness, Energy  
Negatives: Deprivation, Frustration, Immaturity, Ignorance, Sluggishness 

#### Yellow

Personality Profile: Independent, Strategic, Impulsive  
Positives: Optimism, Warmth, Happiness, Creativity, Intellect, Extroversion  
Negatives: Irrationality, Fear, Caution, Anxiety, Frustration, Cowardice

#### Green

Personality Profile: Open, Friendly, Authentic  
Positives: Health, Hope, Freshness, Nature, Growth, Prosperity  
Negatives: Boredom, Stagnation, Envy, Blandness, Debilitating 

#### Blue 

Personality Profile: Loyal, Respectful, Social  
Positives: Trust, Loyalty, Dependability, Logic, Serenity, Security  
Negatives: Coldness, Emotionless, Unfriendliness, Unappetizing

#### Purple

Personality Profile: Sensitive, Dignified, Understanding  
Positives: Wisdom, Wealth, Spirituality, Imaginative, Sophistication   
Negatives: Reflection, Decadence, Suppression, Excess, Moodiness

#### Magenta

Personality Profile: Spiritual, Innovative, Practical  
Positives: Imaginative, Passionate, Caring, Creative, Innovative, Quirky  
Negatives: Outrageousness, Rebelliousness, Flippancy, Impulsiveness  
⭐ Pantone’s 2023 Color of the Year is Viva Magenta 18-1750, representing bravery, fearlessness, empowerment, and optimism ⭐

#### Black

Personality Profile: Decisive, Confident, Serious  
Positives: Sophistication, Security, Power, Elegance, Authority, Substance  
Negatives: Oppression, Coldness, Menace, Heaviness, Evil, Mourning

#### White/Silver

Personality Profile: Optimistic, Independent, Innocent  
Positives: Innocence, Purity, Cleanliness, Simplistic, Pristine  
Negatives: Sterile, Empty, Plain, Cautious, Distant

The above psychological principles can help you generate the response you want from your customers. If you know how your customers think and how they may react, your strategy will be much more effective. Create a stronger connection with your customers by providing a positive experience, using personalization, implementing the norm of reciprocity, and being mindful of which colors you use.   

[Reach out](https://www.zagwear.com/contact/) if you would like to strengthen your connection with your customers using promotional gifts.  

[View full post](https://zagwear.com/blog/the-psychology-behind-marketing)

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