How To Use Colors In Video Marketing?

What do you experience when you gaze at a clear night sky full of stars when green fields surround you or watching the sunset with the sky showing a palette of several shades? For some, it is a joy, while for others, it is calm. Now imagine if you had to visualize these three scenarios without any colors. Suddenly,  things become a little dull, don’t they? These everyday examples are enough to highlight the importance of colors. Consider this quote from the legendary poet, Oscar Wilde, 

“Mere color, unspoiled by meaning, and unallied with definite form, can speak to the soul in a thousand different ways.” 

Today, media and marketing play a significant role in society. This makes colors even more crucial now. It sets the tone and mood for content, whether it is a picture or a video. Similarly, choosing the wrong color can make your video unattractive, even if you have a strong message.

So, it is essential to learn the process of picking the right color for your content. Whether you are an artist, designer, an online video creator, or a photographer, the ability to select precise colors will enhance your visual art.

Understanding  Color Theory

The initial step is to understand the basics of color theory. So what is color theory? It is a guide of combining colors that have existed in different eras like the Renaissance and Baroque. . It is based on the principle of lightness, hue, and chroma.

These elements come together to create a mood or emotion. There are no hard rules but there are some basics in the theory that define how the colors blend and their emotions.

The Color Wheel

In 1666, Sir Isaac Newton created the first circular diagram of colors. Since then, the color wheel has played a vital role in understanding hues. It is impressive to note that color wheels are used by everyone, from designers, artists to elementary art students.

The Traditional Color System developed by Munsell

Albert H. Munsell first developed the traditional color theory. Over the years, it has become more refined and precise. The color theory divides colors into the following categories:  

  • Primary – According to Munsell, there are three primary colors – red, yellow, and blue. These are called the primary colors because every other color can be derived by mixing them, but the reverse is not possible.
  • Secondary – The trio of green, orange, and purple create secondary colors. These are obtained by mixing the primary colors.
  • Tertiary – When you mix a primary color with a secondary color, you get the tertiary colors.

The RGB and CMYK Color Systems

  • RGB – As the name suggests, the primary colors are red, green, and blue. RGB is mostly used for mobile screens, monitors, televisions, and other electronic displays.  
  • CMYK – Here, the primary colors are cyan, magenta, yellow, and black. CMYK is mostly used for printing.

In this article, explanations will follow Munsell’s traditional color system. Therefore, red, yellow, and blue are the primary colors.

Color Schemes 

When you are creating a video, it is essential to select colors that visually appeal to your viewers. Now, you can rely on an online pastel color guide or a color palette selector. However, to get the best results, you must learn the functioning of the color schemes.

It is advisable to avoid oversaturated and bright colors, as they can ruin the mood. You also need to ensure that your texts are explicit and do not blend into the background. For all these things, you need a comprehensive understanding of color schemes. Here are some of the most common approaches –

  • Complementary Colors

Shades that are opposite to each other on the color wheel are complementary colors. For example, sky blue and orange, yellow and blue are some of the common combinations. Complementary shades work well because they contrast each other without being too chaotic.

  • Analogous Colors

These are the colors that are close to each other. This is a harmonious combination that is well balanced and visually appealing. For example, blue, purple, and pink or red, orange, and yellow are common analogous combinations.

  • Monochromatic
  • A monochromatic tone is a trendy color scheme. This combination consists of a single base color along with the shade and tint of the same color. For example, blue as the base, sky blue as the tint, and navy blue as the shade.
  • One of the reasons why Monochromatic shades are so popular is because they are soothing and balance each other very well.
  • Cool and Warm
  • You can divide the whole color wheel into two sections – Warm and Cool. The warm colors are the red and yellow shades, whereas the cool consists of blue and green hues. You can always use a combination of cold and warm colors as they go well with each other. Yet, make sure not to choose excessive shades as it can cause a blunder. Keep it minimal and elegant!

There are various color schemes out there, but these are the most common ones.

Why Is Color Important?

When you work on video marketing, you aim to sell your product by either focusing on the need or making viewers feel good about your service. Ultimately, you are trying to invoke emotions, and that is where colors play a quintessential role.

Based on psychology, it is proven that colors do influence emotion and energy. For example, warm colors like red and yellow reflect power, happiness, and sunshine. While in other parts of the world, red depicts evil, and yellow represents sickness. Similarly, the cool colors are considered to have a calming effect on the senses. They depict freedom. However,  blue is also coldness, lack of emotion, and dullness.

So, it is crucial to understand your audience and your geography. Then, select the color accordingly. While creating a video, it is advisable to use cool colors in your background and warm ones as your highlights.

Enhancing Your Videos

Now, how can you use this insight into the color theory to enhance your content? Here are some tips:  

  • our color palette will depend a lot on the type of video you want to create.
  • It is relevant to perceive whether the colors resonate with your viewers or not. Remember, your audience should be able to understand the story you want to tell.
  • Generally, if your focus is on marketing videos, choose colors that are not too bright and flashy. Your viewer should be able to enjoy the content without feeling uncomfortable due to oversaturated shades.
  • Always keep in mind that every detail plays an active role in creating a compelling video. Your skin tone, your dress, and the lightning should complement your color palette.


When you know color theory, not only do you understand which colors to use, but you also get the freedom to explore more. You can recognize which color goes well with your theme and which does not.

Also, make sure that you understand your audience well. Use the power of color psychology to get better results. Remember, it is okay to experiment. However,  make sure to analyze and work on it. If you do not want to take risks, it is also good to move with the tried and tested combinations.

There is no definite law, but you must keep in mind that a balanced color palette can enhance your video’s effectiveness by several folds. The colors you choose play an imperative role in the process of turning your viewers into your customers. So, be conscious of them. Let them compliment and improve your storytelling.


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