The Psychology Of Color In Branding and Marketing.


In a world where verbal and non-verbal communication holds paramount significance, the importance of acknowledging the psychology of color, namely the psychology of color in branding and the meanings that each color conveys is well understood without any special mention. It has been proven that various shades of hue evoke distinct moods and emotions in an individual.

Some connotations associated with a color and their respective meanings are perceived as personal, while others can be out of personal experiences. For instance, as a child, if your friends used to address you as pretty whenever you wore a blue dress, the likelihood of loving the color blue would be high. Later on, upon seeing the blue color, you may get excited or this color can become a mood booster at times when you are depressed.  

But apart from the personal feelings evoked in a person, what are the universally perceived connotations of the basic colors around us? Understanding the psychology of color in branding and advertising has gained more significance over recent times due to the increased media visibility and reach. To succeed in the same, one must be able to understand the inner core meaning of what each color conveys in detail. 

Different colors showing Psychology Of Color In Branding

Let’s Understand what’s the psychology of color in branding and the importance of each color.


This color speaks a lot. From grabbing everyone’s attention to indicating strong emotions like love and anger, red is a color that can motivate and boost other’s energy.  This color is an embodiment of power, courage, danger, and confidence. Apart from the behavioral changes, red color is considered to elicit physical changes like increased respiration rate, blood pressure, and metabolism rate. Other shades of hue with a tinge of red color include scarlet, crimson, burgundy, etc.  


The color yellow can give out a feeling of youthful fresh energy. Why youthful? Vigor, spirit, and freshness are some attributes that define youth. Similarly, the color yellow can incite emotions like happiness, spontaneity, enthusiasm, freshness, and positivity. This color shade can uplift and illuminate youthful energy just like miraculous energy a person experiences upon feeling the morning sunshine. Yellow is often associated with optimism, laughter, and happiness. This is because our brain releases a hormone named serotonin when surrounded by yellow color. Additionally, surround yourself with shades of yellow color when confused and baffled, for it can enhance your thinking and decision-making skills. 


In a corporate and business world, the color green signifies growth, wealth, and status. Look at the trees and green plants around you? Does it not refresh you? Walking down the green meadows, or seeking shelter under a tree will let you feel the abundance that surrounds you. As a color that’s associated with harmony, stability, reliability, and safety, shades of green incite a restful and secure feeling within the mindset of a person.


Orange color, often conceived as a combination of both yellow and red exhibits an aura of encouragement, excitement, warmth, and enthusiasm. Wearing an orange-colored dress can give you a positive outlook. Being regarded as a color that’s much appealing to young people, shades of orange is the expression of extreme happiness and joy. 


Having borrowed the traits of both red and white color, pink color showcases the expression of sensitivity. This color is a combination of passionate red and pure white.  Being passionate and pure gives a person an outlook of being a compassionate, playful, admirable, immature, and vulnerable personality. A widely used hue in the realm of the fashion and beauty industry, the pink color communicates energy, encourages creativity, and motivates others to take action.  


Often perceived as a shade with the lack of any color, people associate black with mystery. This is just one perception.  Apart from the surreptitious connotation drawn, it also radiates the power of authority and strength. Colour black can also convey pessimistic, scary, and evil messages that may incite feelings of fear in a person. Apart from this negative connotation it possesses, black color is used as a strong contrastive shade with respect to other colors when it comes to the advertising industry. Emphasis is laid on the color black to comprehend in detail, the psychology of color in branding 


What do you think is the reason people prefer to spend time on a sea coast when they feel down? The reason lies behind the color of the sea and the sky. The blue color of the sea has a mysterious and miraculous power to put your mind at ease. It fills your heart and soul with a feeling of calmness, tranquility, and serenity. Surrounding yourselves with varied shades of blue and glancing at them can reduce the stress level and relax your mind.  


Angels are associated with white. Yes, your speculation is right. We associate white color with innocence and purity. In Christianity, babies are commonly made to dress up in white color during their baptism to denote how innocent they are. As innocent as a child or as pure as an angel are usual statements that we use in our day-to-day life. The white color also indicates cleanliness and sterile nature. A color that’s widely used to showcase high contrast, white is commonly used as the background shade of social media web pages. White color has a lot to convey when it comes to the psychology of color in branding and marketing. 


Often perceived as a color that exhibits the quality traits of an introvert, violet is used to communicate creativity, and exhibit royalty.  A color that is obtained as a combination of blue and red, it expresses the calm nature of blue and the energetic nature of red. In addition to this violet is also regarded as a color that manifests the emotions of spirituality and imagination.  

Creative brain showing effect of Psychology Of Color In Branding


Color psychology in the realm of advertising is the study of getting to know the impact various colors can have on the mindset of a customer. Therefore, having a prior knowledge on the psychology of color in branding can be extremely beneficial to influence the perceptions and decisions made by the customer at the time of getting attracted to a particular brand or even at the time of purchase.

In a world where media is a powerful tool to convey a message, colors play a crucial role in generating the engagement rate. Whether it be an advertising campaign or a mere option to decorate your room wall, a choice of colors can have an impact on an individual’s emotional stability. Colour is a non-verbal communication icon that has the power to speak a lot more than words. 

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