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Colour Psychology
Colour Theory
Brand Colours
Visual Branding
Marketing
ARTICLE #83
Colour Psychology: How to use it in marketing and branding?
Colour Psychology
Colour Theory
Brand Colours
Visual Branding
Marketing
Colour Psychology
Colour Theory
Brand Colours
Visual Branding
Marketing
Written by:
9 min read
Updated on: August 14, 2024
Toni Hukkanen
Head of Design
Creative Direction, Brand Direction
Toni Hukkanen
Head of Design
Creative Direction, Brand Direction
Colour psychology in marketing sits at a lively intersection of art, science, and just a touch of magic. After all, colour drives about 85% of purchase decisions—a hefty figure no brand should ignore. Brands that get it right wield colour as a shortcut to stir up emotion, spark curiosity, and nudge buyers to take action.
But it’s not just about picking a bright hue and hoping it clicks. Each hue has hidden depths, from the fiery power of red to the serene vibe of green. Once you understand how specific colours align with your brand’s style and goals, you can create a visual identity that aligns with your audience. In this guide, we’ll explore the role of colour psychology in marketing and branding, how it works, and how to use it to your advantage.
Colour psychology in marketing sits at a lively intersection of art, science, and just a touch of magic. After all, colour drives about 85% of purchase decisions—a hefty figure no brand should ignore. Brands that get it right wield colour as a shortcut to stir up emotion, spark curiosity, and nudge buyers to take action.
But it’s not just about picking a bright hue and hoping it clicks. Each hue has hidden depths, from the fiery power of red to the serene vibe of green. Once you understand how specific colours align with your brand’s style and goals, you can create a visual identity that aligns with your audience. In this guide, we’ll explore the role of colour psychology in marketing and branding, how it works, and how to use it to your advantage.
What is colour psychology?
What is colour psychology?
Colour psychology is research about how colour affects human behaviour and emotions. Different tones, hues, and colours create varying associations that impact our mood and decision-making.
In marketing, colours directly influence how buyers perceive different products and brands, so you should pick the ones that align with your business goals and target audience. Colour is a powerful tool for designing more memorable and meaningful brand experiences, and using the right one can either make or break your marketing game.
Colour psychology is research about how colour affects human behaviour and emotions. Different tones, hues, and colours create varying associations that impact our mood and decision-making.
In marketing, colours directly influence how buyers perceive different products and brands, so you should pick the ones that align with your business goals and target audience. Colour is a powerful tool for designing more memorable and meaningful brand experiences, and using the right one can either make or break your marketing game.
How does colour psychology impact your brand?
Understanding how colour triggers emotional and mental responses is a powerful tool for brand-building. Studies suggest colour plays a lead role in whether someone prefers one brand over another. This runs through everything—logo design, product packaging, user interface layouts, and beyond. The tricky bit is that colour preferences vary based on personal taste, cultural background, gender, and even neurological factors.
Take red, for instance—some associate it with excitement, while others see a warning. Meanwhile, shades like orange or magenta rarely get talked about, but they can offer a quirky edge if used cleverly. Ultimately, colour is a key ingredient in how you shape your brand’s story for the right audience.
Understanding how colour triggers emotional and mental responses is a powerful tool for brand-building. Studies suggest colour plays a lead role in whether someone prefers one brand over another. This runs through everything—logo design, product packaging, user interface layouts, and beyond. The tricky bit is that colour preferences vary based on personal taste, cultural background, gender, and even neurological factors.
Take red, for instance—some associate it with excitement, while others see a warning. Meanwhile, shades like orange or magenta rarely get talked about, but they can offer a quirky edge if used cleverly. Ultimately, colour is a key ingredient in how you shape your brand’s story for the right audience.
Psychology of colours used in marketing and branding
There is no shortage of benefits to understand colour psychology when it comes to marketing and branding. Each colour has its own influence on customers and plays a major role in increasing brand awareness and recognition. We have mentioned a list of 10 most commonly used colours in marketing and branding along with their psychology guidelines to help you understand.
Red
Positive Associations: Power, passion, energy, and strength.
Negative Associations: Danger, anger, aggression, and warnings.
Red is among the most emotionally intense colours. It can quicken heart rates and reduce analytical thinking. This makes it a go-to choice for brands that want to spark action. Think of clearance tags, “Buy Now” buttons, and Netflix’s bold logo. Handle it carefully, though—go too heavy on red, and you risk overwhelming or unsettling your audience.
Green
Positive Associations: Health, nature, growth, freshness, and prosperity.
Negative Associations: Blandness, envy, sickness.
Green is the colour of balance and is sometimes claimed to be easiest on the eyes, needing minimal adjustment by the retina. Many eco-friendly or wellness-focused brands adopt green to underline their ties to nature—just like Whole Foods, known for fresh produce and healthy living.
Purple
Positive Associations: Wealth, sophistication, spirituality, luxury.
Negative Associations: Moodiness, suppression, extravagance.
Purple is the colour of royalty and bravery and implies wealth, luxury, and sophistication. It is among the rarest colours in nature and can come across as either special or artificial. It has the shortest wavelength and is the last to be visible, so it is often associated with space, time, and the cosmos.
Orange
Positive Associations: Courage, energy, warmth, and innovation.
Negative Associations: Frivolity, immaturity, frustration.
Orange exudes fun. It’s a brilliant colour to command attention, from hi-vis jackets to bold brand campaigns—like Nickelodeon’s iconic orange splat. But it’s also fairly polarising, with some viewers finding it less sophisticated than other hues.
Yellow
Positive Associations: Happiness, creativity, optimism, intellect.
Negative Associations: Fear, anxiety, caution, frustration.
Yellow can highlight an instant shot of cheer, but too much can provoke irritation or strain the eyes. Notice it is used on sticky notes, legal pads, and school buses. It might not be everyone’s cup of tea, yet brands like McDonald’s incorporate a dash of bright yellow to spread warmth and positivity.
White
Positive Associations: Purity, simplicity, clarity, and freshness.
Negative Associations: Isolation, coldness, emptiness.
White is all about minimalism. Apple and Tesla use it to denote sleekness and sophistication. You’ll also see it in clinical industries—healthcare, labs—for its connotations of cleanliness and sterility.
Blue
Positive Associations: Trust, loyalty, dependability, logic.
Negative Associations: Coldness, aloofness, dullness.
Blue appeals widely across ages and cultures, which explains why major brands—Facebook, Twitter, and PayPal—favour it. It’s seen as safe, stable, and dependable—perfect for finance, healthcare, or tech.
Black
Positive Associations: Luxury, power, sophistication, elegance.
Negative Associations: Death, oppression, emotionlessness.
Black has become the go-to for top fashion houses and tech outfits. But while it can add a strong sense of authority—like Nike’s monochrome aesthetic—it also risks feeling heavy or grim if not paired with lighter elements.
Grey
Positive Associations: Reliability, balance, neutrality, wisdom.
Negative Associations: Boredom, depression, lack of confidence.
Grey, by itself, may appear dull. Yet it’s versatile and can modernise a brand when used with complementary colours. Apple, WordPress, and Nestlé dabble in grey for a sleek, contemporary look.
Magenta
Positive Associations: Harmony, kindness, compassion, self-respect.
Negative Associations: Depending on the context, it may appear artificial or overly feminine.
With undertones of both red and purple, magenta stands out for its vibrancy. T-Mobile has cornered the magenta look to emphasise bold, youthful energy.
There is no shortage of benefits to understand colour psychology when it comes to marketing and branding. Each colour has its own influence on customers and plays a major role in increasing brand awareness and recognition. We have mentioned a list of 10 most commonly used colours in marketing and branding along with their psychology guidelines to help you understand.
Red
Positive Associations: Power, passion, energy, and strength.
Negative Associations: Danger, anger, aggression, and warnings.
Red is among the most emotionally intense colours. It can quicken heart rates and reduce analytical thinking. This makes it a go-to choice for brands that want to spark action. Think of clearance tags, “Buy Now” buttons, and Netflix’s bold logo. Handle it carefully, though—go too heavy on red, and you risk overwhelming or unsettling your audience.
Green
Positive Associations: Health, nature, growth, freshness, and prosperity.
Negative Associations: Blandness, envy, sickness.
Green is the colour of balance and is sometimes claimed to be easiest on the eyes, needing minimal adjustment by the retina. Many eco-friendly or wellness-focused brands adopt green to underline their ties to nature—just like Whole Foods, known for fresh produce and healthy living.
Purple
Positive Associations: Wealth, sophistication, spirituality, luxury.
Negative Associations: Moodiness, suppression, extravagance.
Purple is the colour of royalty and bravery and implies wealth, luxury, and sophistication. It is among the rarest colours in nature and can come across as either special or artificial. It has the shortest wavelength and is the last to be visible, so it is often associated with space, time, and the cosmos.
Orange
Positive Associations: Courage, energy, warmth, and innovation.
Negative Associations: Frivolity, immaturity, frustration.
Orange exudes fun. It’s a brilliant colour to command attention, from hi-vis jackets to bold brand campaigns—like Nickelodeon’s iconic orange splat. But it’s also fairly polarising, with some viewers finding it less sophisticated than other hues.
Yellow
Positive Associations: Happiness, creativity, optimism, intellect.
Negative Associations: Fear, anxiety, caution, frustration.
Yellow can highlight an instant shot of cheer, but too much can provoke irritation or strain the eyes. Notice it is used on sticky notes, legal pads, and school buses. It might not be everyone’s cup of tea, yet brands like McDonald’s incorporate a dash of bright yellow to spread warmth and positivity.
White
Positive Associations: Purity, simplicity, clarity, and freshness.
Negative Associations: Isolation, coldness, emptiness.
White is all about minimalism. Apple and Tesla use it to denote sleekness and sophistication. You’ll also see it in clinical industries—healthcare, labs—for its connotations of cleanliness and sterility.
Blue
Positive Associations: Trust, loyalty, dependability, logic.
Negative Associations: Coldness, aloofness, dullness.
Blue appeals widely across ages and cultures, which explains why major brands—Facebook, Twitter, and PayPal—favour it. It’s seen as safe, stable, and dependable—perfect for finance, healthcare, or tech.
Black
Positive Associations: Luxury, power, sophistication, elegance.
Negative Associations: Death, oppression, emotionlessness.
Black has become the go-to for top fashion houses and tech outfits. But while it can add a strong sense of authority—like Nike’s monochrome aesthetic—it also risks feeling heavy or grim if not paired with lighter elements.
Grey
Positive Associations: Reliability, balance, neutrality, wisdom.
Negative Associations: Boredom, depression, lack of confidence.
Grey, by itself, may appear dull. Yet it’s versatile and can modernise a brand when used with complementary colours. Apple, WordPress, and Nestlé dabble in grey for a sleek, contemporary look.
Magenta
Positive Associations: Harmony, kindness, compassion, self-respect.
Negative Associations: Depending on the context, it may appear artificial or overly feminine.
With undertones of both red and purple, magenta stands out for its vibrancy. T-Mobile has cornered the magenta look to emphasise bold, youthful energy.
How to use colour psychology in marketing and branding?
Colour psychology isn’t one-size-fits-all. Below are some pointers for choosing the palette that suits your brand and resonates with your audience.
1. Understand the fundamentals of colour psychology
Knowing the emotional nuances behind each hue is an essential step. If your brand is about calmness, red might not be your best friend. Meanwhile, bright pink could be an odd choice for a serious law firm.
2. Start with emotions
Ask yourself: “Which feelings do we want to ignite in our audience—confidence, energy, or security?” Also, consider your brand’s “personality”. Are you bold, cheeky, or refined? After you pin down these aspects, you can narrow the colours that express them.
3. Get inspiration from other brands
Look around: which colour strategies do you admire, or not? Eyeing competitive logos might reveal obvious clichés or overused shades in your field, giving you a chance to zig while everyone else zags.
4. Ensure consistency with your overall branding
No matter which colours you pick, be consistent across all platforms—website, packaging, email newsletters, social media. Keep brand guidelines updated with the correct hex or Pantone codes, so your brand looks the same everywhere.
5. Conduct colour tests with your audience
While your brand persona may suggest a certain palette, real humans may respond differently. A/B test backgrounds, headlines, or calls to action in different shades. Check which variant yields more clicks, views, or conversions, and refine accordingly.
Colour psychology isn’t one-size-fits-all. Below are some pointers for choosing the palette that suits your brand and resonates with your audience.
1. Understand the fundamentals of colour psychology
Knowing the emotional nuances behind each hue is an essential step. If your brand is about calmness, red might not be your best friend. Meanwhile, bright pink could be an odd choice for a serious law firm.
2. Start with emotions
Ask yourself: “Which feelings do we want to ignite in our audience—confidence, energy, or security?” Also, consider your brand’s “personality”. Are you bold, cheeky, or refined? After you pin down these aspects, you can narrow the colours that express them.
3. Get inspiration from other brands
Look around: which colour strategies do you admire, or not? Eyeing competitive logos might reveal obvious clichés or overused shades in your field, giving you a chance to zig while everyone else zags.
4. Ensure consistency with your overall branding
No matter which colours you pick, be consistent across all platforms—website, packaging, email newsletters, social media. Keep brand guidelines updated with the correct hex or Pantone codes, so your brand looks the same everywhere.
5. Conduct colour tests with your audience
While your brand persona may suggest a certain palette, real humans may respond differently. A/B test backgrounds, headlines, or calls to action in different shades. Check which variant yields more clicks, views, or conversions, and refine accordingly.
Colour psychology in marketing and branding examples
Different well-reputed companies have established unique and powerful brand identities using colour psychology. We have discussed a few examples to inspire you for your marketing and branding campaigns.
Coca-Cola
One of the most recognisable brand identities globally, fuelled largely by that signature red. It implies excitement and, interestingly, can boost appetite. Coca-Cola’s consistent use of vibrant red has kept it iconic for decades.
McDonald’s
Yellow and red form a combination that triggers appetite and happiness—and a sense of urgency. McDonald’s bright logo stirs warm, energetic vibes, encouraging people to pop in for a quick snack.
Cadbury
In a world of chocolate where brown and black are common, Cadbury’s distinct purple grabs attention. It radiates premium appeal and evokes indulgence, in line with their “treat yourself” messaging.
Blue stands for trust, intelligence, and honesty—appealing to a broad demographic. Its cool, calm nature fosters that sense of a stable, reliable social platform for billions of users.
Different well-reputed companies have established unique and powerful brand identities using colour psychology. We have discussed a few examples to inspire you for your marketing and branding campaigns.
Coca-Cola
One of the most recognisable brand identities globally, fuelled largely by that signature red. It implies excitement and, interestingly, can boost appetite. Coca-Cola’s consistent use of vibrant red has kept it iconic for decades.
McDonald’s
Yellow and red form a combination that triggers appetite and happiness—and a sense of urgency. McDonald’s bright logo stirs warm, energetic vibes, encouraging people to pop in for a quick snack.
Cadbury
In a world of chocolate where brown and black are common, Cadbury’s distinct purple grabs attention. It radiates premium appeal and evokes indulgence, in line with their “treat yourself” messaging.
Blue stands for trust, intelligence, and honesty—appealing to a broad demographic. Its cool, calm nature fosters that sense of a stable, reliable social platform for billions of users.
Frequently Asked Questions
What colour attracts customers to buy?
Red is often cited for its power to spark action. It’s not unusual to see red “Buy Now” or “Add to Cart” buttons. HubSpot famously tested red and green CTAs, finding red performed 21% better.
What is the Gen Z marketing colour?
Most younger audiences lean towards bright, energetic colours—think vibrant greens, intense blues, hot pinks, and neon shades.
How many colours should a brand have?
Typically, three is a good starting point (primary, secondary, accent). If you’re building a brand website, adding a highlight colour for CTAs can help them stand out.
Final Thoughts
In an era of shortened product cycles and rising competition, colour psychology has become a must-know concept for marketing and brand-building. Even subtle tweaks to your colour scheme can shift perceptions—boosting brand loyalty, conversions, and sales. Some brands strategically apply an “isolation effect”: a bright-coloured CTA on a mostly monochrome page can draw attention straight to that buy button.
Whether you’re a startup hunting for your signature shade or an established brand refreshing its aesthetic, remember that colour is a powerful storytelling device. Choose well, test thoroughly, and let your palette speak to the emotions you want to inspire. That might just be the strategic advantage your brand needs to shine in a crowded marketplace.
Frequently Asked Questions
What colour attracts customers to buy?
Red is often cited for its power to spark action. It’s not unusual to see red “Buy Now” or “Add to Cart” buttons. HubSpot famously tested red and green CTAs, finding red performed 21% better.
What is the Gen Z marketing colour?
Most younger audiences lean towards bright, energetic colours—think vibrant greens, intense blues, hot pinks, and neon shades.
How many colours should a brand have?
Typically, three is a good starting point (primary, secondary, accent). If you’re building a brand website, adding a highlight colour for CTAs can help them stand out.
Final Thoughts
In an era of shortened product cycles and rising competition, colour psychology has become a must-know concept for marketing and brand-building. Even subtle tweaks to your colour scheme can shift perceptions—boosting brand loyalty, conversions, and sales. Some brands strategically apply an “isolation effect”: a bright-coloured CTA on a mostly monochrome page can draw attention straight to that buy button.
Whether you’re a startup hunting for your signature shade or an established brand refreshing its aesthetic, remember that colour is a powerful storytelling device. Choose well, test thoroughly, and let your palette speak to the emotions you want to inspire. That might just be the strategic advantage your brand needs to shine in a crowded marketplace.
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We’re remote-first — with strategic global hubs
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Click to copy
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