How does your color palette affect the perception of your brand? Do some colors make you feel more positive than others? Does the color of your website or packaging impact how people see your products? If you’re looking for the answers to these questions and want to ensure that your company’s branding is as effective as possible, you came to the right place! Read on as we go over the basic principles of color psychology and learn how to incorporate them into your online marketing strategy.

What is color psychology?

Simply put, color psychology is the study of how different colors influence people’s emotions, actions, and perceptions.

In fact, you’ve most certainly experienced color psychology firsthand – just think of a time when you saw red and felt instantly happy. Therefore, it’s essential to use your brand colors carefully if you want to make an emotional connection with your customers.

In marketing, colors aren’t just arbitrary decisions – they’re functional design elements that affect how we think and feel. That’s why color psychology should be an important field of study to think about when starting a new business or rebranding an existing one.

How do colors influence consumer decisions?

According to research, colors can have a powerful effect on consumer decisions and preferences. As a result, the color you choose for your product or logo will influence your customers’ judgment in terms of quality, value, and brand recognition.

Studies show that up to 90% of a consumer’s subconscious decision-making process is tied to color psychology. This means that color significantly impacts how consumers perceive your brand and decide whether or not to purchase it. So, let’s have a look at how it works in practice.


1. Red


Red signifies energy, passion, and action. It is often associated with survival, vigilance, and safety. It provokes strong emotions and enhances appetite by stimulating “the hunger hormones”.

But the power of red doesn’t stop there. Since it also raises heart rates, red is frequently used during clearance sales to generate a sense of urgency and to encourage impulsive shoppers.

McDonald’s, YouTube, and Netflix are among the companies that use it.

2. Yellow


This color stimulates the mind, facilitates conversation, strains the eyes, and makes you happier. It is used in marketing tosignify optimism, youth, and clarity, which is why it’s the perfect color used to catch the attention of window shoppers. However, too much of it might generate worry, so you must strike the correct balance when employing it in your store.

Research also reveals that yellow is the color that infants respond to, which is why it is used on most baby items and toys.

Snapchat, Chupa Chups, and Nesquik are among the companies that use yellow in their logo.

3. Blue


This color symbolizes relaxation, productivity, and tranquility. Blue gives a brand a sense of stability and trustworthiness. If your brand carries this color, people are 15% more likely to remember it. It’s also linked to increased productivity and is non-invasive.

Since it is associated with power and success, blue is the preferred color of various businesses related to IT and finances.


This color is implored by brands like Facebook, JP Morgan, Dell, and LinkedIn.


4. Green


It is a symbol of health, tranquility, and serenity. In marketing, it represents nature and helps to relieve depression. It denotes new beginnings and is often utilized to create a comfortable atmosphere in stores.

Green has a reputation for being linked with wealth, and it’s been a symbol of fertility for a long time. Marketers also use it to attract eco-conscious customers to their stores.

This color is implored by brands like Spotify, Land Rover, and Whole Foods.


5. Black


Sophistication, luxury, mystery, and power are all associated with this color. Still, remember that it can be subconsciously repellent when overused since it connotes negativity and oppression. Nevertheless, this is an excellent hue to choose from since it grabs attention in a subtle and understated way.

It’s a well-known and widely recognized color, and it’s excellent for creating an institutionalized atmosphere in your store.

Gucci and Adidas are two examples of brands that use black.

6. Purple


Purple indicates a brand that is inventive, intelligent, and creative.

It is the color of royalty, achievement, wealth, and wisdom. In marketing, it is used to soothe and keep customers calm. Cosmetics and anti-aging products frequently contain it.

This color is used by Yahoo, Hallmark, and FedEx. Also, It is used by luxury brand items because it is a beautiful blend of the stability of blue and the vital force of red.


7. White


White projects neutrality and symbolizes cleanliness, freshness, and simplicity.

White is typically utilized to create more breathing space and open up a packed environment. When you want to generate contrast on your shelves and aisles in an outlet, the ideal color to utilize is white. Also, most of the companies employ white to generate contrast on their home pages.

White is a color associated with clarity and inventiveness. As a result, it’s the most popular hue in office buildings.

Some famous brands that use a great deal of white in their logos and marketing are Michelin, Volkswagen, Starbucks, and Ford.

Practical use of color psychology


Many marketers are paying attention to their color choices in their marketing efforts, and that’s for a good reason. Colors are an extremely effective communication tool. Colors and marketing are a match made in heaven, as it’s been shown that color affects consumer behavior and purchasing decisions. 

Most IT companies use blue, white, black, and red, and financial institutions use blue to convey a sense of trust, security, and dependability.

On the other hand, most retail stores utilize orange or green as their trademark colors to convey a sense of happiness, optimism, and stability.

In addition, because of the imagined capacity to stimulate people’s appetites, many food shops and restaurants use hues of red in their logos or stores.

This means that you should be paying attention to your colors when marketing your products and services, too. So whether you’re working on a social media campaign or an ad design, make sure to implement color psychology into your business strategy.


Because marketplaces have become more competitive and product cycles have shrunk, every marketer must employ every rule in the book to achieve sales. Therefore, every company or brand must consider how its brand colors influence client reaction, and ultimately sales.

So, if you still haven’t found the one that most accurately describes your brand, wait no longer and get in touch. Contact us today and let us help you choose the right color for your brand.

And don’t forget, a splash of color really does make all the difference! 


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