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Brand Colour Psychology

Jordan Hatfield

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Colour psychology plays a significant role in marketing and branding strategies. It involves the study of how different colours evoke specific emotional and psychological responses in people, influencing their perceptions and behaviours. You can use colour psychology to enhance your brand recognition, create memorable experiences, and influence purchasing decisions. Here are some common associations between colours and emotions that you can use to improve your branding and marketing …

Colours and Marketing


We often associate this colour with energy, passion, excitement, and urgency. It can create a sense of urgency and encourage action, making it a popular choice for clearance sales or call-to-action buttons.


Blue conveys calmness, trust, and reliability. It’s very popular for brands that want to establish a sense of professionalism and reliability, such as financial institutions and tech companies.


Green often represents nature, growth, and harmony. For this reason, it is effective for brands communicating eco-friendliness, health, and wellness.


Yellow is linked to happiness, positivity, and optimism. It can grab attention and create a sense of cheerfulness, but it’s important to use it in moderation as it can also be overwhelming.


Orange combines the energy of red and the positivity of yellow. It’s often used to create a sense of enthusiasm and warmth. It can also stimulate appetite, making it popular in the food industry.


Purple is a colour we often associate with luxury, creativity, and sophistication. It can be used to create a sense of elegance, exclusivity and quality.


Black is associated with power, elegance, and formality. Luxury brands often like to use black to create a sense of luxury and sophistication.


White is often linked to purity, simplicity, and cleanliness. It can create a sense of openness and minimalism.

It’s important to note that the associations between colours and emotions can vary with cultural and individual differences. Additionally, successful marketing and branding involve a combination of factors beyond just colour, including graphic design, typography, messaging, and overall brand strategy.

When incorporating colour psychology into marketing, it’s crucial to align the chosen colours with the brand’s identity, target audience, and the emotions or messages your want your brand to convey. Consistency in the use of colours across various touchpoints, such as logos, websites, packaging, and advertisements, can help build a strong and recognisable brand image.

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