The Psychology of Colour in Marketing Reading Answers

Aug 27, 2025

The Psychology of Colour in Marketing Reading Answers is an academic reading answers topic. The Psychology of Colour in Marketing Reading Answers has a total of 13 IELTS questions in total. In the question set given, you have to state whether the statement is true, false or not given with the information given in the text. In the next question set you have to match the colour or concept with the correct description (A—F). You may use each letter more than once.

The IELTS Reading section is an essential part of the test that evaluates a candidate's comprehension and analysis of various passage types. You will work through a number of IELTS reading practice problems in this section that resemble actual test situations. These questions are designed to help you improve your ability to recognise essential concepts, extract particular facts, and make inferences. Practising these IELTS reading problems can help you get comfortable with the structure and increase your confidence for the exam, regardless of whether you are studying for the Academic or General Training module.

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Section 1

THE PSYCHOLOGY OF COLOR IN MARKETING

In today's competitive business landscape, companies are constantly seeking innovative ways to influence consumer behaviour. One subtle yet powerful tool used in branding and advertising is colour. The psychology of colour—the study of how colours affect human perception and behaviour—plays a vital role in marketing strategies across industries. While colours may appear purely aesthetic, research suggests they have a deeper psychological impact that shapes consumer decisions in unconscious ways.

Colours can evoke emotions, convey meanings, and even affect physiological responses. For instance, red is often associated with urgency, excitement, or passion, making it a popular choice for clearance sales. Blue, on the other hand, is commonly linked to trust, calmness, and reliability—attributes that make it a favourite among financial institutions and tech companies. Green, connected to health, nature, and tranquillity, is frequently used by eco-friendly and wellness brands.

One theory behind these associations is rooted in evolutionary psychology. Early humans learned to associate certain colours in nature with safety or danger. For example, the redness of ripe fruit could indicate nourishment, while dark colours in certain animals might signal threat or poison. These instinctive associations have endured and are now leveraged in modern consumer environments.

Cultural context also plays a critical role. While white may represent purity and cleanliness in Western cultures—making it popular for bridal wear and medical products—in some Eastern cultures, it signifies mourning. Similarly, yellow is associated with optimism and warmth in many Western countries but can symbolize jealousy or betrayal elsewhere. As global markets expand, marketers must be increasingly aware of such cross-cultural differences in colour perception.

Businesses use colour strategically in product packaging, store environments, website design, and even logos. Studies have shown that colour can influence perceptions of taste, quality, and value. A product wrapped in a dark, matte package may be perceived as premium or luxurious, while bright colours can make items appear more affordable or fun. Even the temperature of lighting, which alters colour perception, can affect how long customers stay in a store and how much they spend.

Despite its importance, the psychology of colour is not an exact science. Individual preferences, gender, age, and personal experiences all shape how people respond to colours. While general patterns exist, they are not universally applicable. For instance, although many men prefer blue over other colours, individual differences may lead some to favour warmer tones like orange or red.

In recent years, companies have started using A/B testing to determine the most effective colour schemes for their websites and advertising campaigns. In such experiments, two versions of the same design—with different colour elements—are tested on different user groups to measure engagement and conversion rates. This data-driven approach allows businesses to refine their use of colour in ways that are both artistic and scientific.

As visual communication becomes more central in the digital age, the strategic use of colour is likely to grow in importance. From social media posts to mobile apps, the colours chosen can affect whether a message is ignored, remembered, or acted upon. Understanding how colour psychology works gives businesses a subtle yet powerful advantage in attracting and influencing customers.

Questions 1-7

Do the following statements agree with the information given in the passage? Write:

TRUE if the statement agrees with the information

FALSE if the statement contradicts the information

NOT GIVEN if there is no information on this

1. Red is mainly used by banks and government websites.

Answer: FALSE

Supporting statement: "Blue, on the other hand, is commonly linked to trust, calmness, and reliability—attributes that make it a favourite among financial institutions and tech companies."

Keywords: blue, trust, financial institutions, tech companies.

Keyword Location: Para 2, Lines 3-4

Explanation: The text states that blue is a favourite among financial institutions (banks) and tech companies, not red. Red is associated with urgency and excitement, often used for clearance sales.

2. The use of colour in branding is supported by evolutionary theories.

Answer: TRUE

Supporting statement: "One theory behind these associations is rooted in evolutionary psychology. Early humans learned to associate certain colours in nature with safety or danger."

Keywords: evolutionary psychology, theory, associations

Keyword Location: Para 3, Lines 1-2

Explanation: The passage explicitly mentions that a theory of colour associations is rooted in evolutionary psychology, where early humans learned to associate colours with safety or danger.

3. White has a consistent meaning across all cultures.

Answer: FALSE

Supporting statement: "Cultural context also plays a critical role. While white may represent purity and cleanliness in Western cultures… in some Eastern cultures, it signifies mourning."

Keywords: cultural context, white, cultures

Keyword Location: Para 4, Lines 1-3

Explanation: The text provides a clear example of how the meaning of white changes across different cultures, showing that it does not have a consistent meaning.

4. The lighting of a shop can influence how much money customers spend.

Answer: TRUE

Supporting statement: "Even the temperature of lighting, which alters colour perception, can affect how long customers stay in a store and how much they spend."

Keywords: temperature of lighting, spend, customers

Keyword Location: Para 4, Lines 9-11

Explanation: The passage directly states that the temperature of lighting, which affects colour perception, can influence how much money customers spend.

5. People of the same gender always have the same colour preferences.

Answer: FALSE

Supporting statement: "Individual preferences, gender, age, and personal experiences all shape how people respond to colours. While general patterns exist, they are not universally applicable. For instance, although many men prefer blue over other colours, individual differences may lead some to favour warmer tones like orange or red."

Keywords: same gender, individual differences, preferences

Keyword Location: Para 5, Lines 1-4

Explanation: The passage states that individual differences exist, even within the same gender, and that general patterns are not universally applicable. It uses the example of men's preferences to show this variability.

6. A/B testing helps companies learn which colours are more effective in marketing.

Answer: TRUE

Supporting statement: "In such experiments, two versions of the same design—with different colour elements—are tested on different user groups to measure engagement and conversion rates."

Keywords: A/B testing, effective, colour schemes

Keyword Location: Para 6, Lines 2-3

Explanation: The text defines A/B testing as an experiment to measure engagement and conversion rates of designs with different colour elements, confirming its use for determining effective colour schemes.

7. Colour is less influential in digital marketing than in physical advertising.

Answer: FALSE

Supporting statement: "As visual communication becomes more central in the digital age, the strategic use of colour is likely to grow in importance. From social media posts to mobile apps, the colours chosen can affect whether a message is ignored, remembered, or acted upon."

Keywords: digital age, grow in importance, social media

Keyword Location: Para 7, Lines 1-2

Explanation: The passage states that the importance of strategic colour use is growing in the digital age, not diminishing. This directly contradicts the idea that it is less influential.

Questions 8-13

Match the colour or concept with the correct description (A—F).

You may use each letter more than once.

8. Blue

Answer: D

Supporting statement: "Blue, on the other hand, is commonly linked to trust, calmness, and reliability—attributes that make it a favourite among financial institutions and tech companies."

Keywords: Blue, trust, calmness, financial institutions.

Keyword Location: Para 2, Lines 3-4

Explanation: The text directly associates blue with trust and calmness and notes its use by financial institutions.

9. Green

Answer: E

Supporting statement: "Green, connected to health, nature, and tranquillity, is frequently used by eco-friendly and wellness brands."

Keywords: Green, health, nature, wellness brands

Keyword Location: Para 2, Lines 5-6

Explanation: The passage states that green is used by wellness brands and is connected to health, nature, and tranquillity.

10. White

Answer: A

Supporting statement: "While white may represent purity and cleanliness in Western cultures—making it popular for bridal wear and medical products…"

Keywords: White, purity, cleanliness

Keyword Location: Para 4, Lines 1-2

Explanation: The text explicitly mentions that white is used to represent purity and is popular for medical products.

11. Yellow

Answer: F

Supporting statement: "…yellow is associated with optimism and warmth in many Western countries but can symbolize jealousy or betrayal elsewhere."

Keywords: yellow, optimism, warmth, jealousy, betrayal

Keyword Location: Para 4, Lines 3-4

Explanation: The passage explains that yellow has both positive associations (optimism, warmth) and negative ones (jealousy, betrayal) depending on the cultural context.

12. Red

Answer: B

Supporting statement: "For instance, red is often associated with urgency, excitement, or passion, making it a popular choice for clearance sales."

Keywords: red, urgency, excitement, clearance sales

Keyword Location: Para 2, Lines 2-3

Explanation: The text directly states that red is associated with urgency and excitement and is used for clearance sales.

13. A/B Testing

Answer: C

Supporting statement: "A/B testing… data-driven approach allows businesses to refine their use of colour in ways that are both artistic and scientific."

Keywords: A/B testing, data-driven, refine, effective

Keyword Location: Para 6, Lines 1-5

Explanation: The passage describes A/B testing as a method to determine the most effective colour schemes and measure engagement and conversion rates, thus helping to improve marketing effectiveness.

A. Often used to represent purity or used in healthcare

B. Triggers urgency or excitement in customers

C. Helps test and improve marketing effectiveness

D. Associated with financial trust and calmness

E. Used to reflect wellness and eco-friendliness

F. May have both positive and negative meanings depending on culture

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