Use of Color Psychology in Digital Marketing Campaigns.

Abstract

This research work analyzes the importance of color psychology in digital marketing and its impact on consumer behavior. Digital marketing, an evolution of traditional marketing adapted to current technologies, uses strategies that allow the promotion of brands through the Internet, differentiating itself through real-time analysis of its results. Many companies prioritize colors in their advertising campaigns, but they are often unaware of the meaning and perception they generate. Choosing a color should not be based only on aesthetics, but also on the values ​​it conveys and how it emotionally impacts the consumer. The study investigates how brands use color psychology to enhance the effectiveness of their campaigns. Through a systematic review of publications, it is concluded that colors are powerful emotional stimulators, capable of generating various sensations that encourage purchases. This highlights its fundamental role in the connection between brands and consumers, promoting both visual communication and commercial success.