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Colors Psychology: What to Consider When Choosing Brand Color?

Updated: May 30, 2023

Human psychology gets influenced by colors, which also have the power to generate certain feelings and impressions. Colors are crucial in establishing the brand identity as they affect the consumers' preferences and behavior toward your brand. In this blog article, we'll explore the psychology of colors with examples of famous brands, talk about important factors while choosing brand colors, and how to build a brand's Cohesive Color Palette.


What do brand colors say about you?


What do brand colors say about you? Let's explore the 8 commonly used colors and their meaning in branding and marketing:




Red: Passion, Energy, and Excitement

Coca-Cola is one brand that uses red to its advantage. They strategically employ this flaming color to arouse the passion and excitement that has come to be associated with their brand. The intensity of red draws attention, creates a sense of urgency, and whets the appetite for their reviving beverages.


Blue: Trust, Reliability, and Professionalism

Blue is a symbol of trust and dependability. The famous brand IBM uses blue to represent their dedication to professionalism and technical knowledge. IBM instills confidence in its products and forges enduring trust with its clients by introducing this soothing color into its branding.


Yellow: Optimism, Creativity, and Warmth

Yellow color is associated with joy, sunshine, and it exudes brightness and generosity. IKEA is one business that has embraced the power of yellow entirely. It's impossible to avoid feeling happier when you enter an IKEA store. Your shopping experience will be delightful by the vibrant yellow color that adorns their trademark because it fosters a joyful and happy ambiance.


Green: Growth, Freshness, and Sustainability

The green color is a reflection of growth and nature, It also represents sustainability and environmental awareness. Whole Foods Market is a company that has capitalized on the power of being green. By incorporating this energizing color into their branding, they convey their dedication to offering items that are fresh, organic, and sustainable.


Orange: Fun, Enthusiasm, and Youthfulness

Orange is the color of passion and inventiveness. The well-known children's television network Nickelodeon is a prime example of the Orange color for liveliness in branding. This vibrant shade fosters a dynamic and interesting setting by capturing the essence of joy and youthfulness. Orange represents action and imagination, which makes Nickelodeon a well-liked brand among kids and families.


Purple: Royalty, Luxury, and Creativity

Purple color is a symbol of wealth and originality. Cadbury is a company that personifies these traits. Consumers are encouraged to explore the imaginative and delicious world of Cadbury's chocolates through purple color, which inspires imagination.


Black: Elegance, Power, and Authority

Black color is a symbol of elegance, power, and authority. Rolls-Royce, a manufacturer of high-end vehicles, uses black in its branding to evoke a sense of timelessness, and unmatched craftsmanship.


White: Purity, Simplicity, and Cleanliness

White conveys a sense of cleanliness and tranquility because it is associated with simplicity and purity. Airbnb is one company that expertly use the power of white in its branding. Airbnb uses white extensively across its platform to evoke a sense of serenity and purity. They are renowned for their minimalist design and seamless user experience.


Considerations in Choosing Brand Colors:

Selecting the right colors for your brand requires a thoughtful analysis of various factors:

  • Understanding your target audience's preferences and cultural background enables you to select colors that resonate with them on a deeper level.

  • Analyzing your industry landscape and competitors' color choices empowers you to differentiate your brand visually and strategically position yourself.

  • Aligning your brand's personality and values with the emotions you want to evoke allows you to create an authentic and cohesive brand experience.

  • Defining the desired emotional response from your customers helps in selecting colors that effectively communicate and elicit the desired sentiments.


How to build a Cohesive Color Palette

Paying close attention to the details is essential when creating a consistent color palette for your brand. Here are the important tips to build a cohesive brand palette:

  • Select a set of primary and secondary colors that complement each other and reflect your brand's essence ensures consistency and strengthens visual identity.

  • Explore color combinations and complmentary shades that align with your brand's personality and desired emotional response enhances the overall impact of your visual communication.

  • Balance the use of neutrals and accents within your color palette adds depth, versatility, and visual interest to your brand's visual elements.

  • Maintain color consistency across various brand touchpoints, from your logo and website to marketing materials and product packaging, establishes a cohesive and recognizable brand identity.



In coclusion, By understanding the color psychology brand businesses can build a strong emotional connect with their consumers. Businesses may strategically use color in their marketing efforts by understanding the psychology of colours and their corresponding meanings.

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