How colour influences psychology and branding

Colour psychology is one of the most controversial aspects of marketing. People from different cultural backgrounds, gender and age groups can perceive colours differently. There might not be a specific colour that can guarantee success but choosing the wrong colour palette can attract the wrong audience.

Choosing your brand’s colour palette wisely can help deliver your desired message effectively and grab the attention of your target audience.

Black is one of the most popular colours for logos. We see it in almost every famous brand including Adidas, Louis Vuitton, Sony and so many more. Black is the colour of professionalism and seriousness. It may, however, be utilized to evoke elegance and strength. If you want to make a strong statement and show authority and respect, black is the right choice.

Another bold choice is Red, a statement colour. It is a popular colour for logos in the food, health, beauty, and entertainment industries. You can easily grab your audience’s attention because it is beautiful, vibrant, and strong. Some well-known red logos are Coca Cola, Canon and YouTube.

If you want to reflect positivity and happiness through your brand, yellow is the right colour choice! It is considered the most cheerful colour in the colour spectrum and it conveys confidence. Similarly, Golden is associated with prestige, wealth, knowledge, and success. Snapchat, IKEA, and McDonald’s are some great examples!

Blue is also a classic choice when it comes to building powerful brands! Safe but sophisticated, blue conveys security, professionalism, and portrays a sense of calmness. It is often observed in Finance, Tech, Health, or Insurance industries. Some great examples are PayPal, Facebook, Pfizer, and Visa.

On the other hand, if you want to go for a timeless and unbiased look for your brand, grey and silver are the ideal colours. They are classic yet modern and convey a sense of stability, maturity, and sophistication. Mercedes-Benz, BBC, Swarovski, and many more are some great inspirations if you are considering silver as your brand colour.

Green is a great option when it comes to representing Eco-Friendly, health, and wellness brands. It is associated with nature, harmony, and growth. It gives a refreshing and optimistic touch and it’s often connected with the Irish culture, St. Patrick’s Day, and good luck.

What can be easily assumed, is that it’s essential to choose the right colour for your brand and goals based on the feelings and responses you want to receive from the public.

Colours can really have a great impact on design and are undoubtedly a strong way to trigger different responses (emotional and behavioural) while representing your brand’s identity and purpose.
Consumers’ behaviour is heavily influenced by their emotions and can be treated as a “basis” for understanding how and why they connect with specific brands using brand colour psychology.