The psychological impact of brand colours on your customers.
Colour isn't just another visual element; it's a silent communicator of your brand's core message that shapes the perceptions of your target audience in ways we may not even realise. In a world filled with brand identities, which ones stand out to you the most? Chances are, they're the ones that speak directly to your subconscious, shaping your perceptions and influencing your decisions. Let's discover the art of crafting a lasting impression by diving deep into the realm of brand colours and their psychological impact on customers.

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Blog posted on

February 19, 2024
Brand colours play a crucial role in shaping the perception of your customers. They are an element of your visual brand identity that customers first encounter, often leaving a lasting impression. There are studies that show specific colours evoke specific emotions and associations. For example, Red is associated with energy, excitement, and urgency on the other hand Blue is associated with trust, reliability, and calmness. Brands choose these particular colours that resonate with their target audience to influence how customers perceive their personality, values, and even product quality to establish a strong identity and create the desired position in the marketplace.
Importance of Choosing the Right Colours for Brands
Your visual brand identity serves as a recognisable symbol of the brand that distinguishes you from your competitors, creating instant recognition. Research suggests that colour increases brand recognition by up to 80%, showcasing its pivotal role while designing your brand identity. Choosing the right colours and using them consistently across various touchpoints, such as marketing collateral, packaging, social media, and advertisements, helps reinforce your brand identity, making it easier for customers to associate the chosen colours with your brand.
Brands that effectively leverage the use of colours create familiarity and positive experiences for customers, increasing the likelihood of repeat purchases and brand loyalty. By understanding the psychological impact of colours, brands can strategically utilise them to enhance brand recognition and recall, by engaging customers and ultimately driving long-term success.
Let’s dive into some specific colours, what they are associated with and the emotions they evoke!
Red: Energetic, Passionate or Urgency
Red is a colour that commands attention and ignites passion. It is associated with energy, excitement, and urgency. Brands that use red in their logos or marketing collateral often aim to create a sense of urgency or convey a bold, dynamic identity.
Blue: Trustworthy and Calming
Blue is often associated with trust, reliability, and calmness. It has a calming effect on the mind, making it an ideal choice for brands in industries where reliability is paramount. Brands looking to establish a sense of security and dependability frequently incorporate blue into their visual identity.
Green: Natural and Refreshing
Green is inherently linked to nature, growth, and freshness. It evokes a sense of tranquilly and balance, making it an excellent choice for brands in the health and wellness sector. Brands that want to signify sustainability, health, or their commitment to nature often leverage green in their branding.

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Yellow: Positivity and Optimistic
Yellow is a colour that radiates positivity and optimistic energy. It grabs attention and can evoke a sense of happiness. Yellow is particularly effective in marketing to a younger demographic or when promoting products associated with energy and innovation. Brands that want to create a lively and approachable brand persona often incorporate yellow into their designs.
Purple: Creative and Luxurious
Purple is often associated with creativity, luxury, and sophistication. It is a combination of red and blue, making it a unique and versatile colour. Therefore, it is an excellent choice for brands in the beauty and creative industries. Purple is also linked to spirituality. Brands looking to stand out as creative and imaginative often incorporate purple into their branding.
Orange: Warm and Playful
Orange is a colour that radiates energy, warmth and playfulness. It is a combination of red and yellow. It is often associated with innovation and friendliness and, therefore, is effective in capturing the attention of a youthful and adventurous audience. Brands that want to convey a sense of approachability and enthusiasm frequently use orange in their branding.
Black: Sophisticated and Timeless
Black is a colour that exudes sophistication, timelessness, and luxury. Brands that want to convey a sense of elegance and exclusivity often choose black as a primary colour. Therefore, luxury fashion brands frequently use black to create a premium feel.
Choosing the Right Colours for Your Brand
Choosing the right colours for your brand involves studying how different colours impact human emotions, behaviours, and perceptions, just like we outlined for some specific colours above. However, it also includes defining and understanding your target audience and the position you want to create in the marketplace. Consider the emotions and associations you want to evoke in your audience and how these colours will align with the characteristics of your brand.
As a brand strategist and designer, I recommend creating a mood board or colour palette that reflects the characteristics of your brand and resonates with your target audience. Experiment with different colour combinations and test colours you have chosen across various touchpoints to create the perfect balance between aesthetics and effectiveness.
Therefore, when choosing colours for your brand, it is important to consider how each colour reflects your brand’s core values and attributes. It not only aligns your brand values and attributes to your colours but also builds a cohesive, authentic, and consistent brand identity. This ensures that every visual element, from logos to packaging, marketing collateral to website and social media, reinforces the same message and resonates with your target audience.
Colours have the power to evoke emotions, shape perceptions, and influence behaviour, making them a critical component of brand identity and communication. Throughout this blog post, we’ve explored the importance of choosing the right colours, their associations, and the emotions they evoke and how brand colours play a pivotal role in shaping consumer perception. We’ve also discussed the connection between colour and brand personality, highlighting the importance of choosing colours that align with brand values and resonate with target audiences. Additionally, we’ve provided practical tips for choosing the right colours that effectively communicate brand messages and evoke desired emotional responses from customers.
By leveraging the use of colour, brands can create meaningful and memorable experiences for their audience, ultimately driving brand loyalty, engagement, and success. Whether it’s through bold and vibrant hues that convey energy and excitement or soothing tones that evoke trust and reliability, the careful selection and thoughtful application of colours can leave a lasting impression on customers and differentiate a brand in the marketplace.


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