The Psychology Behind Brand Brand Colors

A study of psychology behind brand colors by Labrecque and Milne found that specific industries frequently use particular colors. Blue is most commonly seen in the market as 75% of credit card brand logos, but only 20% of fast-food brands rely on it for their design choices. In comparison, red can be identified as 0% within apparel designs- though 60% have some form or another associated with retail businesses.

Colors are powerful tools that can affect our emotions and perception of goods. One example is how certain colors may make people feel more generous, such as red which is known to stimulate hunger in some studies. Logos for companies play an essential role since customers will associate them with the brand's personality. Colors also matter when it comes down to choosing what products should go on sale or display windows inside stores. Warm tones invite spontaneous purchases, whereas cool ones do not seem as persuasive for unplanned purchases. So, what does this all mean? Let’s find out.


What do the colors mean?


Image Credit: Color Psychology

Here are the most popular colors and the emotions they invoke in us.



If there is one color that could represent stability and serenity, it would be blue. This hue perfectly embodies the connection between land and its calming oceanic vibes to make you feel at ease no matter what's happening! Many famous companies, such as Facebook, choose this tone for their brand because they know how vital conveying peace of mind through design can be to customers who want comfort. Oral B, Visa, HP, PayPal, and Dell use blue in their branding.



The green color is associated with nature and the environment. This meaning makes it perfect for brands like John Deere, Animal Planet, or Whole Foods who want to project an image of prosperity, growth, fertility & health. Eco-friendly fashion designers could also benefit from using this hue because their clothes are meant to act as statement pieces (showcasing one's style) and convey their eco-friendly clothing lines.



The color of love, Pink, is the first choice for many popular brands. It's a versatile shade that adds luxury and playfulness to your brand image while still being warmly feminine! Pink is a color that evokes feelings of youth and playfulness. Whether children or adults wear it, pink is associated with femininity, making this hue perfect for anyone who wants to seem more youthful than their years!



Red is a powerful color that evokes strong emotions and increases appetite. Red is commonly related to love, passion, and energy. It's an ideal choice for marketing because it stimulates shoppers' heart rates, making them more impulsive when looking at products in stores or online ads with this shade of red! Restaurants commonly use rich hues like these since many people associate quality food with safety.

The hue increases passion and reveals what consumers are willing to spend money on based solely on its appearance. It's one of the most famous logo colors in industries such as health care or food service, where it is seen on brands like Coca-Cola, YouTube, Canon, and even Target!



Orange is associated with youthfulness, liveliness, energy, and adventure. It has an extroverted nature that makes it perfect for brands in the fitness or tech sector. Some popular companies that use this color are Fanta, Timberland, Nickelodeon, and The Home Depot.



The happiness that comes from yellow is universal. It evokes feelings of cheerfulness, friendliness, and optimism, making it perfect for anything related to fitness or digital marketing since these industries bring joy into people's lives! There's such enthusiasm within both categories nowadays because most users prefer something bright instead of dull old green. From Snapchat logos to IMBD listings-you'll find no shortage when looking at what companies use as their signature hue next time around.



The color of royalty, purple, is typically associated with luxury and high quality. Some well-known brand names that use this hue include Aussie, Hallmark, Syfy, Twitch, and Viber.



White is a color that signifies purity, simplicity, and peace. It is often used in the tech industry, but you can find it across many other industries, too, from health & wellness up! One of our favorite logos because it is so minimalistic yet effective, is L'Oréal Paris--the company behind such brands as Maybelline New York or Lash tinting Solutions. The minimalist design makes them perfect for any business looking to simplify its branding while staying true to their values



Black is the ultimate in style, luxury, and sophistication. It's also powerful - especially when it comes to motorsports or finance! You'll find black logos on brands like Sony, Prada, The New York Times, and Nike, which uses this color extensively for their logo.


Why do colors matter in your brand?

The psychology of branding is more than just giving a company its signature color. Brand colors should evoke feelings and emotions in people, which will help them associate your product or service with the right impression - whether it's positive or negative!

The effect that colors have on our emotions can be different from person to person based on gender, cultural context, personal experience, and neurological variances. Some general guidelines, though, haven't changed over time, like the association of certain colors with feelings or moods, such as red for anger and blue sky signifying trustworthiness.


How to choose the right color for your brand.

Choose an authentic color for your brand.

Choose a color that feels appropriate to your industry and authentic. This is more important in certain industries than others, but there's no easier way to turn off potential customers than picking wildly inappropriate colors!


Choose a Color That Symbolizes Your Brand Personality.

Your brand personality—how you would describe your company's image if it were a person--is part of what audiences identify with on an emotional level. One way to express this is through colors, which can be used strategically in design and messaging instead of simply picking one at random or relying solely upon imagery for branding purposes. Choosing carefully conveys moods while creating segments within customer groups who relate more closely than others. Understanding these connections between color choice and target markets helps brands reach their full potential!


Choose a Color That Differentiates Your Brand

Choosing a color that sets your brand apart from competitors is vital for many reasons. One big reason why it's so crucial to choose the right hue isn't about distinguishing yourself among other brands—it's simply making sure customers can find you when they're looking through their options. It is something to set yourself apart from other brands.


The Takeaway?

Understanding the psychology of colors in branding is one way to determine which color will work best for you. Colors emit emotions among consumers, and it is important to consider that. So, does your brand have a unique personality? Do they embody an attractive quality or sentiment people want more of from their products and services? If so, then there may be some specific hues worth considering when it comes time to choose the perfect shade! To learn more about branding and color aesthetics check out more articles from Power Move Marketing



Author: Kristi James