Color Psychology for Coaches: A Guide to Using Color in Marketing

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The Life Coach's Tech Roadmap

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It’s Jennie Lakenan, certified life coach & consultant for your web design strategy needs. Over the last handful of years I’ve designed dozens of websites for coaches. My mission is to get more coaching into the world and help elevate the quality of life of humans at large by delivering expert custom website design and strategy to coaches.

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The Life Coach's Tech Roadmap

The only 5 pieces of tech a coach needs to set up an online business without overwhelm.

Have you ever stopped to think about the role that color plays in your marketing strategy?

It might seem like a small detail, but color psychology actually has a huge impact on how your target audience perceives and interacts with your coaching business.

In fact, one study showed that up to 90% of quick judgments about a product by consumers could be attributed to color alone.

So it’s important to put some thought into your color choices!

What is color psychology in marketing?

Color psychology is the study of how color impacts human emotions and behavior.

In marketing, color psychology can be used in a lot of different ways, including website design, paid advertising, and social media.

Because color evokes emotions and influences consumer behavior, it’s a powerful tool in marketing your business.

Why is color psychology important in marketing?

Because color influences consumer decision-making, you can use color psychology to help illustrate to potential clients who you are as a coach and what your brand stands for.

When you choose colors that align with your brand values and what your target audience cares about, you create a visual identity that serves as a beautiful compliment to your messaging.

This creates a powerful emotional connection with your audience.

Incorporating color psychology into your marketing strategy can help you make a lasting impression on your target audience, whether you’re just starting out or revamping your approach as a coach.

Using color psychology for marketing your coaching business

Different colors can have a major impact on how consumers perceive and interact with your brand. In this section, we’ll explore some of the most-used colors and how they can be used in marketing for coaches.

The color psychology of blue

A graphic that illustrates the color psychology of blue in marketing

Blue conveys trustworthiness, reliability, and professionalism, making it a great color to establish credibility with your target audience. It’s popular among financial and healthcare brands.

However, it’s important to choose the right shade of blue. Lighter shades create a sense of calmness and serenity, while darker shades convey power and authority.

For coaches, blue can be an effective color to use in your branding to establish yourself as a trustworthy and professional coach.

For example, Matt Kjar’s website features a lot of navy blue, which reinforces his authority and expertise in video creation for coaches and helps coonvey a sense of trust.

The color psychology of red

A graphic that illustrates the color psychology of red in marketing

Red evokes excitement, passion, and urgency.

It’s often used to stimulate action, making it a popular choice for retail, fast food, and entertainment brands.

However, too much red can be overwhelming, so it’s best to use it as an accent color to draw attention to specific elements on your website or marketing materials.

For coaches, using red in call-to-action buttons or to highlight important information can create a sense of excitement and encourage your target audience to take action.

For example, Dave Moreno, the badass business coach, features pops of red in key places in his website.

This gives power and emphasis to the strong voice in his copy. The use of red in his website design conveys a sense of excitement and energy, which aligns with Dave’s brand image as a bold and confident business coach.

The red accents also help to draw the visitor’s eye to important information and encourage them to take action.

The color psychology of purple

A graphic that illustrates the color psychology of purple in marketing

Purple is associated with creativity, luxury, sophistication, spirituality, and healing.

It’s commonly used in the beauty, fashion, jewelry, and healing industries. Lighter shades of purple create a sense of calmness and serenity, while darker shades convey luxury and sophistication.

For coaches, purple can be used to evoke a sense of hope, creativity, and healing. Vibrant shades of purple can provide energy and growth, making it a good choice for programs where the energy is especially focused on creativity and achievement.

For example, consider Krista St-Germain’s website. Krista is a coach for widowed moms. Her site needed to exude hope, creativity, and healing, which can be tricky to achieve in one palette.

We chose to use a vibrant purple tone to help achieve this emotion, both to provide a feeling of hope and calm to the widowed women who visited her site…as well as to help give them a sense of energy and growth that they’ll find in Krista’s program.

The color psychology of black

A graphic that illustrates the color psychology of black in marketing

Black conveys sophistication, power, and elegance, making it a popular color for luxury and premium brands, as well as technology and automotive industries.

However, too much black can be unapproachable and intimidating.

It’s often best to use black sparingly as an accent color to create contrast and draw attention to specific elements in your marketing.

For example, Kelly Keelan, a weight loss coach for women over 40, uses mostly black and white on her website.

The use of black and white gives the visitor a sense of elegance and style in a memorable way, helping her make a strong impression on her ideal client.

The color psychology of green

A graphic that illustrates the color psychology of green in marketing

Green is associated with growth, renewal, nature, calmness, and balance.

It’s a popular choice for businesses in the environmental, sustainable, and health and wellness sectors.

Lighter, softer shades of green create a sense of tranquility, while brighter, vibrant shades evoke growth and renewal.

For coaches, green can be used to establish trust and energy, especially in programs that help clients achieve any sort of financial stability.

For the Money School with Mark Butler site, we used a variation of bright blue-green that exudes a sense of trust and energy, while also tying in the concept of money and finances.

These shades provide a sense of balance and stability, making visitors feel more confident in their financial future and better equipped to handle their money.

The color psychology of orange

A graphic that illustrates the color psychology of orange in marketing

Orange evokes positivity, energy, warmth, and friendliness.

It’s commonly used in the entertainment and leisure industries and the hospitality or service sectors.

Softer shades of orange create a sense of warmth and friendliness, while brighter, more vibrant shades evoke excitement and enthusiasm.

For coaches, orange can be used to establish approachability and energy, helping you become a source of support and guidance for your clients.

For example, the Unconventionalists podcast website features pops of orange in key places to give an energetic and casual mood to the overall design.

This choice of color helps to evoke a sense of excitement and positivity, which is crucial for a podcast that aims to inspire entrepreneurs and leaders to make an impact.

The color psychology of yellow

A graphic that illustrates the color psychology of yellow in marketing

Yellow conveys happiness, optimism, and playfulness, making it a great choice for businesses in the health and wellness, arts, and children’s sectors.

Softer shades of yellow create a sense of happiness and optimism, while brighter, more vibrant shades evoke creativity and playfulness.

For coaches, yellow can help create an overall mood of happiness and optimism, which is helpful for programs that help clients improve their personal lives.

On Candice Toone’s website, the use of yellow helps to give off a sense of happiness and optimism, which is helpful for a business that aims to help women feel happier in their marriages.

The bright and cheerful effect of the yellow shade provides a sense of positivity and playfulness, helping visitors feel more inspired and motivated to improve their relationships.

A resource to help you nail down your color palette

Are you considering what colors to use on your website? I’ll give you a piece of advice.

Nailing down your brand color palette before you begin your website design will make it a lot easier to actually design the site.

If you want to learn more about the benefits of choosing your colors before you design your website, read this article.

I hope that helps!


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