The Role of Color in Branding: Traditional vs. Digital Marketing Strategies

Marketing is the process that companies use to market their products and services, and it plays an important role in success. With the increase in digital platforms, marketing has become more customer -centered and optimal. The purpose of this study is to find out how the use of colors in modern strategies, especially both traditional and digital marketing affects consumer behavior. Information is collected from academic articles, case studies and industry reports. In traditional marketing, colors in advertising, packaging and hamstring are attached to the manufacture of stable brand recognition (singh, 2006). . By contrast, digital marketing employs flexible color schemes that can be tested and adapted in real time based on user behavior (Labrecque & Milne, 2012). Both rely on color psychology—red for urgency, blue for trust—but digital tools allow greater personalization and cultural adaptation (Elliot & Maier, 2014). Overall, marketing is about creating value and trust, and digital approaches offer higher flexibility, engagement, and impact.