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Colour Psychology – How colour can affect your brand

Colour plays  huge role in how your brand is received. Whether you’re a shoe brand trying to connect to a younger audience or an insurance company trying to strengthen customer trust, you can study colour meanings to help you better attract and connect with potential customers. Colour psychology is when developing your brand to create a strong and reliable brand image. 

What is Colour Psychology?

“Colour psychology is the study of hues as a determinant of human behaviour. Colour influences perceptions that are not obvious, such as the taste of food. Colours have qualities that can cause certain emotions in people. Colours can also enhance the effectiveness of placebos.”


Why is colour so important to your brand?

The psychology behind colour is known to have an impact on consumers behaviours and decisions. Colour evokes feeling. It incites emotion. And it’s not any different when it comes to selecting colours for your business.

 – as marketers, we should be using this to our benefit when building brands and promoting these brands to market, whether online or in our print media.

“According to statistics, people make a subconscious judgment about a product within 90 seconds of initial viewing and between 62% and 90% of that assessment is based on colour alone.”

Markets have become more complex and competitive which have led to shortened product cycles, making marketers play every angle and exploit every rule in the traditional book in order to generate sales through leads. Using the psychology of colour is common in many industries and makes a huge difference in how your marketing efforts will showcase – 

Choosing the right colours for your brand and marketing efforts can be the difference between your brand standing out from the crowd, or blending into it. By using colours strategically for your marketing efforts, you can get your audience to see what you want them to see and help them perceive you the way you aim to be perceived. This is why understanding colour psychology can be so useful.. Because it helps  you portray your brand the way you want to.

Colour can be used by marketers to influence how people think and behave toward a brand, and how they interpret any information. The choice of colours can help people decide what is important. And that’s why content marketers need to understand what different colours mean. 

Colours and how they affect your consumer:

Red — Red stands for passion, excitement and anger. It can signify importance and command attention.

Orange — Orange stands for playfulness, vitality and friendliness. It is invigorating and evokes energy.

Yellow — Yellow evokes happiness, youth and optimism, but can also seem attention-grabbing or affordable.

Green — Green evokes stability, prosperity, growth and a connection to nature.

Light Blue — A light shade of blue exudes tranquillity, trust, openness. It can also signify innocence.

Dark Blue — Dark blue stands for professionalism, security and formality. It is mature and trustworthy.

Purple — Purple can signify royalty, creativity and luxury.

Pink — Pink stands for femininity, youth and innocence. It ranges from modern to luxurious.

Brown — Brown creates a rugged, earthy, old-fashioned look or mood.

White — White evokes cleanliness, virtue, health or simplicity. It can range from affordable to high-end.

Grey — Grey stands for neutrality. It can look subdued, classic, serious, mysterious or mature.

Black — Black evokes a powerful, sophisticated, edgy, luxurious and modern feeling.

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