Quick Guide: Brand Color Psychology

What is it and what you should know about different colors

Photo from Unsplash. Edited by the author.

Do you know why that red sale sign draws you in like a moth to a flame? Or why do you feel so peaceful when you walk into a store with blue carpets and walls? Psychological manipulation through colors is indeed what we’re talking about here!

Marketers use colors to manipulate how we feel about things leading us to make purchases when it’s time for things to happen. Thus, they are referred to as the color marketing aspect.

What is Brand Color Psychology?

The psychology that revolves around color in brands is about how colors affect our emotions as well as concepts with a brand. It’s the thing that makes top brands difficult to resist. Certain colors bring about specified feelings and responses; these are what marketers exploit. You could say it is like controlling someone’s mind emotionally — only good-naturedly.

Why is Brand Color Psychology Important?

Colors do not merely beautify things. They are potent instruments for crafting a company’s personality, developing its honor, and drawing attention. Here’s why this spectrum sorcery is essential:

1. Tool for Marketing Teams: Much like a multi-functional Swiss Army knife which can be used for various purposes, color psychology is another important component of effective marketing techniques development. It facilitates building a brand image that connects with the target customers.
2. Building Reputation: The colors of a brand become mutually inclusive with the brand’s identity as it expands. Consider McDonald’s golden arches — the intense yellow is not only a hue but also signifies potato wedge addiction.
3. Standing Out: Out of all the brands available, the appropriate shades can turn you into a colorful bird. Your company will shine — vibrant, loud, and noticeable.

9 brand colors and their meanings

The more emotional aspects of color arise from the psychological associations it prompts along with the context in which it is seen, and brand colors also use these associations to generate emotions that can get people to buy.

Let’s delve into the colorful through-line of this psychology to understand why you would be encouraged to “Buy Now” right now if you saw a particular ad about some products or online prices.

Blue: The Trustworthy Giant

Worldwide, most people prefer blue because it possesses similar qualities to a golden retriever — it is dependable and soothing while being liked universally. Due to this reason, companies that want to be considered trustworthy usually make use of this color scheme.

On the other hand, this might not be good for food consumption. Have you ever seen steak in blue? No? Exactly.

• Positive Vibes: Trust, loyalty, serenity, logic, tranquility.
• Negative Vibes: Coldness, sadness, unfriendliness, unappetizing, aloofness.

Yellow: The Sunshine Cheerleader

The hue of yellow is reminiscent of an overzealous pal who is perpetually in jubilant spirits. It represents positivity, inventiveness, and vigor. Moreover, its visibility is determined; hence it is employed to caution us against dangers.

However, its excess use should be avoided because as they say too much sugar spoils everything including intention; therefore too much yellow would make you feel like that buddy after drinking three cups of coffee — ultimately consuming or engulfing an individual in too much of everything hence appearing discomfited as well as restless.

• Positive Vibes: Optimism, energy, joy, creativity, intellect.
• Negative Vibes: Impulsiveness, fear, caution, anxiety, cowardice.

Purple: The Royal Whisper

Purple portrays a royal color, an expensive shade with a touch of some secrets. It is indeed the velvety robe that radiates elegance and knowledge. However, be careful; excessive purple might create an impression that one is excessively trying to appear opulent or worse off; it can even suggest an inclination towards melancholy.

• Positive Vibes: Wisdom, luxury, wealth, curiosity, sophistication.
• Negative Vibes: Decadence, suppression, inferiority, extravagance, moodiness.

Gray: The Balanced Philosopher

The aging Zen-like color of gray is the master among colors- neutral, equilibrated, and ageless. He’s a wise old sage who’s observed everything. Although it is not considered a party animal, it always remains a dependable option. Avoid overusing gray color otherwise, you will appear tedious and dreary.

• Positive Vibes: Balance, timelessness, neutrality, reliability, intelligence.
• Negative Vibes: Unconfidence, dampness, depression, hibernation, blandness.

Orange: The Fun Lover

Orange is cousinly, jocose as well as ardent in red and yellow. If a brand aims at being loose and enterprising, this color should be its choice. Imagine it as the pumpkin spice latte among all colors; warmhearted, homelike and slightly faddy. Beware of this shadowy face too: overindulgent use may seem hollow or childish sometimes.

• Positive Vibes: Optimism, courage, warmth, innovation, friendliness.
• Negative Vibes: Unsociable, frustration, immaturity, ignorance, insincerity.

Black: The Elegant Rebel

Black is the James Bond of colors, reflecting sophistication and power while remaining calm in all situations. It’s perfect for upscale companies that want to portray class and superiority. But excessive use of black can seem such a heavy blanket like viewing an oppressive independent film.

• Positive Vibes: Sophistication, security, power, elegance, authority.
• Negative Vibes: Depression, coldness, negativity, heaviness, evil.

Green: The Fresh Innovator

The greener color is associated with the environment as well as health. Life, development, and plenty are represented by this color. It’s ideal for brands that advocate for healthy living such as natural products. Nonetheless, if that shade were wrong, it would make one think about rotting food kept inside the refrigerator.

• Positive Vibes: Hopefulness, optimism, freshness, logic, prosperity.
• Negative Vibes: Boredom, envy, materialism, immaturity, sickness.

Red: The Bold Achiever

When we talk about colors, the red color comes out as the best. This is because they are so bright and can always be seen easily no matter what one is doing. However, some brands prefer to remain subtle and neutral.

Those who want to provoke strong feelings and require quick responses hence tend to use it often. In this way, red resembles sauce that gives more taste to food, on the other hand, excessive use may burn your mouth.

• Positive Vibes: Energy, action, passion, power, excitement.
• Negative Vibes: Anger, revenge, violence, danger, pain.

White: The Minimalist Genius

As a representation of simplicity and purity, white cannot be ignored. For this reason, it is popular with healthcare and tech companies because they aim to project an image of modernity and cleanliness.

It creates an impression of a wide area with no obstructions. However, white spaces may sometimes serve as a blinding effect that makes someone feel like they are in the middle of a snowstorm — difficult to move around with or simply insipid.

• Positive Vibes: Cleanliness, purity, simplicity, space, modernity.
• Negative Vibes: Coldness, emptiness, sterility, plainness.

Why You Need Brand Color Psychology in Your Life

It’s not just for fun or if you want to impress your friends. That knowledge may come in handy when conducting business since it aids in creating lasting brand-customer connections, cultivating feelings associated with it, and distinguishing it from competitors. Colors can:

1. Make your brand instantly recognizable.
2. Evoke the right feelings in your customers.
3. Make your brand look more professional and appealing.

Wrapping It Up: Tips for Choosing Your Brand Color

Go for real, or else what would be the purpose of having the brand that you are going to run? You must choose colors that are consistent with those particular segments of industry and organization where people who have some sort of business to them operate.

If your business focuses on children then it should be bright such as pink or orange while if it’s more about adults then it should be dark blue or grey for example. By hitting these points you will get into their hearts and minds without even trying too much.

Finally, get yourself out of the competition by selecting a distinctive color that neither of your rivals uses nor has ever used before. Analyzing the color palette, make an intuitive choice, and allow your creativity to fly through various combinations as well as be different from others.