The Psychology of Colour in Branding
Colour is more than just a visual experience—it's a psychological tool that shapes perception, influences emotions, and drives decision-making. In branding, colour plays a powerful role in communicating a company’s values, attracting the right audience, and creating long-lasting brand recognition. This post explores the science behind colour psychology and how to harness it to build a compelling and emotionally resonant brand.
Why Colour Matters in Branding
According to research by the Institute for Color Research, people make a subconscious judgment about a product within 90 seconds of initial viewing—and up to 90% of that assessment is based on colour alone. Colours trigger specific associations in the brain, which means the colours you choose for your brand can immediately signal trust, excitement, calm, luxury, or energy.
Well-chosen brand colours:
Enhance brand recognition (by up to 80%, according to the University of Loyola)
Influence buying decisions
Evoke emotional responses
Improve readability and user experience
The Psychology of Popular Brand Colours
Here’s a breakdown of what common brand colours often communicate:
Blue
Associations: Trust, calm, professionalism, reliability
Common in: Finance, healthcare, tech
Science says: Blue has been shown to reduce heart rates and induce a sense of calm. It’s often chosen by brands that want to build credibility and trust.
Red
Associations: Energy, urgency, excitement, passion
Common in: Food, retail, entertainment
Science says: Red stimulates the adrenal glands, increasing heart rate and creating a sense of urgency. That’s why you often see it used in clearance sales and fast food.
Yellow
Associations: Optimism, warmth, clarity, friendliness
Common in: Hospitality, children’s products, tech startups
Science says: Yellow is the most visible colour in daylight and stimulates mental activity. But overuse can cause anxiety, so it’s best as an accent.
Green
Associations: Health, growth, nature, balance
Common in: Wellness, sustainability, finance
Science says: Green is restful for the eyes and associated with balance and harmony. It also suggests wealth and stability.
Black
Associations: Sophistication, luxury, authority, elegance
Common in: Fashion, luxury goods, editorial brands
Science says: Black creates contrast and communicates seriousness. It’s timeless and versatile.
Purple
Associations: Creativity, spirituality, royalty, mystery
Common in: Beauty, wellness, education
Science says: Purple stimulates problem-solving and creativity, and has historically been linked to nobility.
Orange
Associations: Playfulness, friendliness, energy
Common in: Children’s products, tech, fitness
Science says: Orange combines the energy of red and the cheerfulness of yellow. It’s motivating and often used to encourage action.
Pink
Associations: Femininity, warmth, nurturing, youthfulness
Common in: Beauty, lifestyle, wellness
Science says: Pink has a calming effect but also communicates playfulness and affection. The context and tone (e.g. hot pink vs blush) matter greatly.
Cultural Considerations
Colour meanings are not universal. For example, while white symbolizes purity and weddings in Western cultures, it represents mourning in some Asian cultures. Red symbolizes luck in China but can signify danger elsewhere. Always consider your audience's cultural background and do research before finalizing brand colours.
Tips for Choosing the Right Brand Colours
Start with emotion: What do you want your audience to feel? Choose colours that evoke that emotion.
Consider your industry: While you can break the mould, knowing what’s common in your niche helps with immediate recognition.
Think long-term: Choose colours you can grow with. Trends fade; clarity lasts.
Limit your palette: Stick to a core colour, a neutral, and one or two accents. This improves brand cohesion.
Test in real-world applications: Try your colours on mockups (website, packaging, social graphics) to see how they behave in context.
The Bottom Line
The colours you choose for your brand are doing silent but powerful work. They are helping your audience decide if they trust you, understand you, and feel aligned with what you offer. By understanding the psychology of colour and using it intentionally, you can create a brand identity that not only looks good but also feels right—to you and to your ideal clients.
Download our free Colour Guidebook packed with 25 curated palettes, visual examples, and tips to help you confidently choose colours that resonate with your audience.
Whether you’re rebranding or just refining your website, we’re here to help make your typography shine. Reach out to us and let’s bring your brand’s personality to life.
