Color Psychology in Marketing and Branding

Color Psychology
Color Psychology

Red, yellow, and blue—how do they make you feel? Colour psychology is excellent at answering this. Understanding how colours affect emotions. We feel delighted when we see yellow and hungry or in love when we see red. Marketers and branding professionals today use colours and human emotions to reach their target audience.

Thus, colours are used for more than only attention in modern business. Additionally, they are a terrific way to attract attention and evoke emotions.

What is color psychology?

Colour psychology studies how hues, tones, and colours affect behaviour. It examines how colours affect moods, decision-making, and customer persona.

Personal and cultural perspectives can change it. The psychology of colour investigates how colours affect people’s emotions.

Thus, colour psychology helps choose hues that convey customer behaviour. Consumers like or dislike brands based on colour. So marketers are focusing more on utilising the proper colours to make their business look nice and impact consumers’ buying perception.

How does color psychology work in marketing and branding?

Colour psychology in marketing is now standard. Colours are used by marketers and branding specialists to influence buyers. Strategic colours in promotional efforts immediately influence consumers’ opinions of a company’s products and services. Their lengthier brand recall fulfils the marketer’s aim.

Here’s how the psychology of color works in marketing:

Builds brand recognition

Colours provide a brand’s logo, business card, website, and other graphics a distinct identity. These colours help consumers recognise brands offline and online. Strategic colour use increases brand identification by 80%.

A business can swiftly achieve attention by strategically using colours in marketing materials based on psychology. People and target consumers can identify a brand by its unique colour arrangement, making colours synonymous with it. Thus, colour psychology marketing determines which colours will assist a new brand stand out.

Meta, Insta, and Starbucks can inspire you. The company colour alone identifies these brands.

Influences mood

A person’s mood is set by colours. Yellow brightens our mood and makes us cheerful. Thus, each colour stimulates our mood. That means you can deliberately use colours to set the mood for your customers.

Determines consumer perception

Marketers and branding strategists use colours to influence consumer perception. Marketing methods shape consumer perceptions of a brand through brand colour psychology. Consumers form opinions after reading and seeing marketing materials.

Colours induce emotions and sensations that shape perception. A brand that employs red excessively in its logo and marketing campaign will appear to love and care about its work. Using yellow makes things cool and fun.

Brands are like personalities. Sad, aggressive, boring, or fascinating. Colours convey a brand’s personality.

Ensure brand consistency

Brand consistency means all marketing and advertising channels use the same brand characteristics. After choosing your brand colours, use them everywhere. It creates visual uniformity so potential buyers can easily recognise your brand.

Remember that those brand colours will be used for years on product levels, marketing, websites, and more. Brand consistency is achieved by repeating that colour palette.

What are the specific meanings of colors?

Colour psychology begins with assigning meaning to each colour. That is the only way to learn how colours may be used in marketing to evoke emotions and communicate a brand.

Here’s what specific colors mean:



Red symbolises energy, passion, excitement, and violence. Coca-Cola, Target, and YouTube employ red logos to convey youth and passion. The Call to Action button is highlighted in red by marketers.



Yellow symbolises optimism, warmth, clarity, and hope. Most people equate yellow with summer and sunshine. Subway, McDonald’s and Best Buy entice customers with yellow. Marketers sometimes use yellow to highlight information or images.



Orange is used by marketers to communicate brand enthusiasm, adventure, and innovation. Orange is a secondary colour in branding that highlights important material. A website’s call-to-action box or bar is orange to attract attention. Nickelodeon and Home Depot use orange to appear pleasant.



Brands utilise blue to express calm, harmony, trustworthiness, and loyalty. Global businesses including Walmart, JPMorgan, Facebook, and Lowe’s employ this warm colour.



Money and nature brands benefit from green. The colour symbolises tranquilly. Spas and salons employ green in their logos, images, and marketing strategies. Green marketing is used by John Deere, Starbucks, and Holiday Inn.


The colour white symbolises innocence, purity, cleanliness, and truth. Many firms, like Adidas, use white in their logos to boost their online exposure. Because white never goes out of style.


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Tips to apply colors for marketing and branding

When using colour psychology in marketing and branding, use colours carefully. Marketing and branding colour selection basics:

Pick authentic colors

Choose your real brand colours first. These colours represent your brand’s beliefs, personality, and message. Your brand colours should be industry-specific. Your target clientele only relate to such colours.

So no building company has a pink logo. Construction is booming, yet pink is feminine. Since red is unsuitable for money, few financial organisations utilise it in their images.

Color should convey your brand personality

The colour you choose should instantly express your company’s personality and business. Before choosing a shade, consider your message or business image. Determine your brand’s formality, severity, and tone. Choose personality attributes that fit your business.

Choose colours that match your personality. Consider your brand personality while picking typefaces, pictures, graphics, and other aspects. You must consider it when designing your digital business card and other marketing materials.

Consider your target audience

Your colour choices should suit your viewers. You sell to specific educational, social, and financial backgrounds. Your brand colours should mirror your audience’s backgrounds. That will connect them to your brand and products.

Consider your audience’s backgrounds when choosing brand colours for your business logo design and other visual identities.

Pick colors that help your brand stand out

Choose colours your competitors’ logos and other visuals rarely employ. Know your niche competitors. See what colours they use most. Then avoid repeating those hues in logos, websites, business cards, etc. Choose new colours that will help you brand and use them often. To fit your brand’s values and personality, try numerous colour combinations.

Consider these colour psychology factors while choosing brand colours.

Wrapping Up

Colour psychology is the study of how colours affect our thinking and how we feel when we view a logo. Marketers and brand strategists can use colours to target customers with this knowledge.

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