When you think of the color blue, what’s the first thing that comes to mind? Is it the smell of fresh linens blowing in the breeze? Perhaps the memory of your last visit to the beach, the blue water pulsing closer and closer with each incoming wave. Or maybe it’s the smell of fresh blueberries being picked on a warm summer morning. For me, it’s looking up at the sky, seeing the brilliant bright blue stand out against some piercing white clouds, contrasting with the green of the tree canopy that covers my yard. It gives me the feeling of safety, peace, and relaxation.

Blue is known in the marketing world for its sense of security and stability. It’s a color to use when you want the members of your target audience to feel they can trust you. Studies have been done, the research compiled and it’s true: when marketing to humans, the color blue makes them feel assured and taken care of. You may call me your average cynic, or maybe it’s just because now I know, but whenever I see a blue logo, I can’t help but wonder what that company is trying to hide.

Hi! I’m the most honest company you’ve ever met. Just take a look here at my blue logo.

It turns out that humans can tell when others appear trustworthy. And those who appear trustworthy, it turns out, typically are because they don’t want to let down those to whom they appear to be trustworthy. That odd circle works in reverse, too: If folks know that others perceive them as untrustworthy, they tend to live up to that perception.

Humans vs. Companies

Unlike the human face, a company’s brand is more easily masked. With the right budget and a capable marketing team, you can get inside the mind of your audience and influence their feelings. Once you truly understand the power of marketing, you realize how easy it can be to abuse. As Spiderman’s Uncle Ben said to him, “With great power comes great responsibility.”