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Color Psychology in Branding: The Influence of Color
Selfology
Have you ever considered how your favorite brands harness color psychology to influence customer behavior? If so, you're in the right spot.
Color psychology is more than just a means of creating vibrant and memorable brand experiences; it also impacts the emotions and ideas that brands instill in us.
Take Coca-Cola, for instance. Its iconic red is closely associated with feelings of positivity, fun, and energy.
In contrast, IBM uses a classic shade of blue that evokes trust, security, and dependability in the B2B sector.
These enduring brands understand the powerful impact of color on our minds and leverage it to shape our experiences in subtle ways.
In this article, we'll delve into color psychology, discuss its importance for your brand, and examine the psychology behind 12 popular colors used in branding.
CONTENTS
What Is Color Psychology?
How Color Psychology Impacts Your Brand
Color Psychology Chart
The Psychology of 12 Popular Colors
5 Tips for Choosing Your Brand Colors
The Takeaway
What Is Color Psychology?
Color psychology examines how color influences our perceptions. Colors profoundly affect our emotions, which significantly impact our consumer behavior.
This field offers a framework for understanding our interactions with brands, serving as a powerful tool for creating more meaningful and memorable brand experiences. Research indicates that color can enhance brand recognition by as much as 80%.
How Color Psychology Impacts Your Brand
Color psychology is invaluable for shaping the perceptions that influence customer behavior. Our emotions play a crucial role in our actions, and color is a reliable means of evoking specific feelings in your target audience.
Research shows that color can significantly sway purchasing decisions, with 85% of customers citing color as a key factor in their choice between brands.
Given this, color psychology should inform every aspect of your branding, from logo selection to overall design and customer experience across various channels.
While individual reactions to color may vary based on gender, culture, personal experiences, and neurological differences, numerous studies have established general principles in color psychology marketing.
You may already know that red can evoke feelings of romance or danger, and blue can suggest calmness or coldness. But what about less common colors like orange or gray? Which colors might evoke feelings of harmony or hope?
Understanding these nuances is vital for communicating the brand story you wish to share with your audience. The psychology of color in branding and marketing is the ideal resource for exploring these questions.
Let’s explore how colors can uniquely evoke emotions, influence customer behavior, and ultimately affect your profitability.
Color Psychology Chart
Our surroundings are filled with colors, from nature to supermarket aisles, and each color can uniquely and predictably affect our mindset.
As you may have realized, color psychology is a crucial asset in branding, marketing, and design. With this in mind, we’ve created the Color Psychology Chart.
This chart illustrates the common emotions associated with 12 popular colors. You can click on the image above to view and download the Color Psychology Chart (pdf).
The Color Psychology Chart provides a quick overview of the meanings behind 12 of the most widely recognized colors. While context and culture play significant roles, research indicates that these are the emotions typically linked with each color.
Whether you're selecting colors for branding, marketing, or advertising, this quick reference guide will assist you in choosing the hue that best conveys your message.
The Psychology of 12 Popular Colors
Understanding color psychology offers numerous advantages in branding and marketing. The color choices of leading global brands exemplify the impact of color psychology.
What are the psychological associations with the most frequently used colors in branding and marketing?
Below is a list of the 12 most commonly used colors in branding and marketing, along with their psychological associations.
Keep in mind that these emotional responses are not universally fixed to any particular color. Context and culture greatly influence the psychology of color in branding.
A single color can evoke contrasting emotions; for instance, green can represent both health and illness. The key is that with a clear understanding of your brand’s positioning and personality, selecting the appropriate color can be a well-informed decision.The
The Color Psychology of Red
9 well-known logos illustrating the color psychology of red
Red is the most emotionally intense color, and its effects are quite pronounced. Therefore, it's crucial to use red thoughtfully in branding. Numerous leading brands have effectively incorporated red into their marketing strategies, but doing so requires careful consideration and restraint.
Red tends to diminish analytical thinking by accelerating and intensifying our reactions, making it one of the most effective colors for advertising. This is why clearance sale prices are often displayed on red tags. Since red has the longest wavelength of all colors, it appears closer than it actually is.
Research indicates that athletes competing against opponents in red are more likely to lose, and students exposed to red before taking tests often perform worse. Red also symbolizes stop signs, errors, and financial trouble.
Additionally, red can stimulate appetite and is often used in phrases related to excitement, such as "red-hot," "red-handed," "paint the town red," and "seeing red." It embodies passion and romance, energy, and enthusiasm.
Emotions Associated with Red
Positive Associations
Power
Passion
Energy
Fearlessness
Strength
Excitement
Negative Associations
Anger
Danger
Warning
Defiance
Aggression
Pain
The Color Psychology of Orange
9 well-known logos illustrating the color psychology of orange
Situated between red and yellow, orange is a stimulating color that evokes feelings of excitement, enthusiasm, and warmth. It's a playful, energetic color, making it popular in the branding of many sports teams.
Like red and yellow, orange is frequently used to grab attention, seen in everything from traffic cones to website buttons. Studies indicate that consumers often associate orange with value, a notion that brands like Home Depot leverage effectively.
Physically, orange brings to mind comfort, food, warmth, and shelter. It evokes images of sunsets, citrus, and pumpkins, often connected to fall and Halloween in the U.S., particularly when paired with black, which adds a sense of cartoonish dread and playfulness.
Emotions Associated with Orange
Positive Associations
Courage
Confidence
Warmth
Innovation
Friendliness
Energy
Negative Associations
Deprivation
Frustration
Frivolity
Immaturity
Ignorance
Sluggishness
The Color Psychology of Yellow
9 well-known logos illustrating the color psychology of yellow
Yellow may have the smallest following among marketing colors, but its fans are passionate. Generally seen as a cheerful color, too much yellow can also provoke feelings of anger, frustration, fear, and anxiety.
There’s a reason yellow is rarely found on cruise ships: it can induce nausea in some individuals. This is because yellow is the most challenging color for the eyes to process, and studies show it can even make babies cry.
Yellow is known to boost metabolism and, when used thoughtfully, can enhance self-esteem. Its relatively long wavelength makes it the most visible color, which is why yellow is so stimulating and attention-grabbing. Traffic signs, advertisements, sticky notes, and warning labels all capitalize on yellow’s visibility.
Emotions Associated with Yellow
Positive Associations
Optimism
Warmth
Happiness
Creativity
Intellect
Extraversion
Negative Associations
Irrationality
Fear
Caution
Anxiety
Frustration
Cowardice
The Color Psychology of Green
9 well-known logos illustrating the color psychology of green
Green is the most soothing color for our eyes, requiring no adjustment when it reaches the retina. Consequently, green is calming, restful, and pleasing, which is why performers often wait in "green rooms" to ease their nerves before going on stage or television.
Green can enhance vision, which is why it is utilized in night vision technology; our eyes can distinguish the most shades of green. Positioned in the middle of the color spectrum, green symbolizes balance, nature, fertility, and even sexuality. The myth surrounding green M&Ms is widely known.
A green environment signifies safety, abundance, and vitality. However, like all colors, green has its drawbacks. It can represent both health and illness, luck and envy.
Emotions Associated with Green
Positive Associations
Health
Hope
Freshness
Nature
Growth
Prosperity
Negative Associations
Boredom
Stagnation
Envy
Blandness
Fatigue
Illness
The Color Psychology of Blue
9 well-known logos showing blue's color psychology
Blue symbolizes the mind, bringing calm and clarity. It’s the most popular color globally, especially among men. Seen in nature, like the sky and water, blue feels safe, traditional, and non-threatening. Over 33% of brands use blue for its dependable appeal.
Blue signals trust and security, often used by financial brands. Studies show blue environments boost productivity. However, blue also represents sadness and coldness, making it rare in food branding due to its association with spoilage.
Blue's emotional meanings include:
Positive:
Trust
Loyalty
Dependability
Logic
Serenity
Security
Negative:
Coldness
Aloofness
Emotionlessness
Unfriendliness
Unappetizing
The Color Psychology of Purple
9 logos illustrating purple's color psychology
Purple blends the qualities of red and blue, combining warmth and coolness. Depending on the shade, purple can feel calm or stimulating. Often linked to royalty, wealth, and luxury, purple is rare in nature, making it seem special or artificial.
It’s also tied to spirituality, imagination, and creativity, evoking thoughts of time, space, and the cosmos.
Purple's associations are:
Positive:
Wisdom
Luxury
Wealth
Spirituality
Imagination
Sophistication
Negative:
Introversion
Decadence
Suppression
Inferiority
Extravagance
Moodiness
The Color Psychology of Magenta
9 logos showing magenta's psychology Magenta
a blend of red and purple, has unique psychological traits. It represents emotional balance and harmony. Compassionate, supportive, and transformative, it signals new ideas and self-respect.
Magenta can appear bold, shocking, or imaginative depending on context. It's often used for creative or nonconformist brands.
Magenta's associations include:
Positive:
Imagination
Passion
Transformation
Creativity
Innovation
Balance
Negative:
Outrageousness
Nonconformity
Flippancy
Impulsiveness
Eccentricity
Ephemerality
The Color Psychology of Brown
9 logos illustrating brown’s psychology Brown
a mix of red, yellow, and black, combines seriousness with warmth. It symbolizes reliability, earthiness, and authenticity, commonly preferred by men.
Though sturdy and practical, brown can evoke sadness. When used well, it feels sophisticated, as seen in leather products. UPS is a prime example of brown branding success.
Brown’s meanings include:
Positive:
Seriousness
Warmth
Earthiness
Reliability
Support
Authenticity
Negative:
Humorlessness
Heaviness
Lack of sophistication
Sadness
Dirtiness
Conservatism
The Color Psychology of Black
9 well-known logos illustrating the color psychology of black
Black absorbs all colors, symbolizing power in marketing. It is a barrier color, drawing attention and energy. Conceptually straightforward, black stands for sophistication, weight, and timeless style. It is associated with iconic fashion items like the little black dress and has connotations of both elegance and mourning. Black can imply submission or villainy, depending on the context.
Emotions Associated with Black
Positive Associations
Sophistication
Security
Power
Elegance
Authority
Substance
Negative Associations
Oppression
Coldness
Menace
Heaviness
Evil
Mourning
The Color Psychology of Gray
9 well-known logos illustrating the color psychology of gray
Pure gray has no dominant associations, but it can suggest modernity and sophistication, making it a popular choice for technology and luxury brands. Its subtlety is both its strength and weakness, and when used effectively, gray can evoke power, balance, and intelligence. Gray acts as a balancing tone, much like white but with its own sense of authority.
Emotions Associated with Gray
Positive Associations
Timelessness
Neutrality
Reliability
Balance
Intelligence
Strength
Negative Associations
Lack of confidence
Dampness
Depression
Hibernation
Lack of energy
Blandness
The Color Psychology of White
9 well-known logos illustrating the color psychology of white
White reflects all light, symbolizing purity and cleanliness in marketing. It’s widely used in healthcare and associated with sterility, innocence, and simplicity. White can also suggest modernity and sleekness, especially in tech branding. However, too much white can imply coldness, emptiness, or isolation.
Emotions Associated with White
Positive Associations
Cleanness
Clarity
Purity
Simplicity
Sophistication
Freshness
Negative Associations
Sterility
Coldness
Unfriendliness
Elitism
Isolation
Emptiness
Takeaways
Your brand’s visual identity greatly impacts how it's perceived, with color being a crucial element. Selecting a color that aligns with your brand, reflects its personality, resonates with your audience, and sets it apart from competitors is key to building a strong and meaningful visual identity.
Whether for branding, marketing, or advertising, understanding color psychology is the first step in choosing the right color.
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-Selfology