Color Preferences and Unconscious Choices: Analysis of Color Usage in Categories

The second edition of this report, prepared as a result of comprehensive analyses conducted throughout 2025, examines in detail the subconscious effects of color preferences on brands and consumers. The report highlights the importance of colors in marketing strategies by revealing the role of visual communication in brand perception and consumer behavior.

The use of color in different sectors (Fast-Moving Consumer Goods, Beauty, Furniture) within Turkey’s digital ecosystem was analyzed through social media conversations and web content, assessing the impact of colors on brand identity and consumer perception. Within this scope, the report details how colors are coded by category and which emotions they are associated with by consumers.

The analyses showed that, regardless of category, consumers associate certain colors with similar emotions, and these colors shape the brand experience. Especially in the Fast-Moving Consumer Goods, Beauty, and Furniture sectors, prominent color trends directly influence consumer choices and brand interaction. Visual data and trend analyses enable brands to develop their color strategies in harmony with category codes.

Based on the findings of the report, actionable recommendations are provided for brands to optimize their use of color and establish a stronger connection with consumers. With detailed visualizations and strategic advice, the aim is for brands to make the most effective use of the power of color in their communication processes.