Colour Psychology: how colour can impact branding

Colour plays an incredibly important role in how your brand is perceived. Certain colours inspire various feelings and emotions in us and can help you build a strong and recognisable brand. When you have a good understanding of colour psychology, you will be in a better position to attract and connect with your ideal customer. So, let’s dive right in and unpack colour psychology and why it’s important. Plus, we’ve revealed our top tips to help you pick your brand colours and given some examples of popular colours and the positive and negative associations with each.

What is colour psychology?

Colour psychology is the study of how colours affect perceptions and behaviours. Colours have a powerful effect on our emotions, which plays a major role in how we behave as consumers. The same colour can have different meanings that are dependent on our upbringing, gender, location, values and more. While people’s reactions to certain colours is not universal, there are some general guidelines that have been uncovered through various colour psychology studies which you can apply when choosing your brand colours.

Why is colour psychology important for branding?

Choosing the right colour for your brand could mean the difference between standing out and blending in. The right colours can enhance your brand perception, while on the other hand, poor colour selection can be detrimental to your brand.

So, if you’re wondering how colour can help you position your brand how you want to, think about the colour red and the emotions you feel. Red is arguably the most stirring of colours, producing an effect on the human psyche that is anything but subtle. Red has been shown to speed up and intensify our reactions, which is why it is so often used for ‘order now’ and ‘sale’ icons.

How to pick your brand colour

While there will always be an element of subjectivity when it comes to picking your brand colour, having a solid understanding of colour psychology will help you choose a colour that evokes the right emotions. It’s important to choose a colour that feels appropriate to your industry as well as your products or service. Thinking about how you would describe your brand if it were a person will help you to express your brand’s personality.

We don’t have to tell you the importance of understanding your target audience and this plays into how you choose your brand colour. When you are thinking about your typical buyer persona, think about what colours will resonate with them.

And finally, your brand colour should differentiate you from the competition, setting you apart and eliciting strong brand recall. It could be helpful to conduct a competitive brand audit to help you identify opportunities for differentiation.

The psychology of colours in branding

Now that you have a basic understanding of colour psychology, let’s take a look at some of the most commonly used colours and the typical emotional responses they elicit.

Red

Positive associations include:
• Power
• Passion
• Energy
• Fearlessness
• Strength
• Excitement

Negative associations include:
• Anger
• Danger
• Warning
• Defiance
• Aggression
• Pain

Yellow

Positive associations include:
• Optimism
• Warmth
• Happiness
• Creativity
• Intellect
• Extraversion

Negative associations include:
• Irrationality
• Fear
• Caution
• Anxiety
• Frustration
• Cowardice

Green

Positive associations include:
• Health
• Hope
• Freshness
• Nature
• Growth
• Prosperity

Negative associations include:
• Boredom
• Stagnation
• Envy
• Blandness
• Fatigue
• Sickness

Blue

Positive associations include:
• Trust
• Loyalty
• Dependability
• Logic
• Serenity
• Security

Negative associations include:
• Coldness
• Aloofness
• Emotionless
• Unfriendliness
• Uncaring
• Unappetizing

Purple

Positive associations include:
• Wisdom
• Luxury
• Wealth
• Spirituality
• Imaginative
• Sophistication

Negative associations include:
• Introversion
• Decadence
• Suppression
• Inferiority
• Extravagance
• Moodiness

Brown

Positive associations include:
• Seriousness
• Warmth
• Earthiness
• Reliability
• Support
• Authenticity

Negative associations include:
• Humourlessness
• Heaviness
• Lack of sophistication
• Sadness
• Dirtiness
• Conservativeness

Black

Positive associations include:
• Sophistication
• Security
• Power
• Elegance
• Authority
• Substance

Negative associations include:
• Oppression
• Coldness
• Menace
• Heaviness
• Evil
• Mourning

Grey

Positive associations include:
• Timelessness
• Neutrality
• Reliability
• Balance
• Intelligence
• Strength

Negative associations include:
• Lack of confidence
• Dampness
• Depression
• Hibernation
• Lack of energy
• Blandness

White

Positive associations include:
• Cleanliness
• Clarity
• Purity
• Simplicity
• Sophistication
• Freshness

Negative associations include:
• Sterility
• Coldness
• Unfriendliness
• Elitism
• Isolation
• Emptiness

At Zib Digital, we can help you take your brand to the next level. Our specialist strategy team can conduct competitive audits for you and can offer guidance and expert advice on the best colours to represent your brand. In addition to branding, we can take your digital marketing to the next level. Get in touch with us today to find out more!