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  • Jo Evans

The Psychology of Colour in Marketing and Branding




In marketing and branding, every detail matters. From the choice of words to the layout of a website, each element contributes to the overall perception of a brand. However, one often-overlooked aspect that can have a profound impact is colour.


Did you know that the psychology of colour plays a crucial role in shaping consumer perceptions, influencing purchasing decisions, and ultimately defining brand identity?


Here's how:


Understanding the Power of Colour


Colour has the ability to evoke emotions, convey messages, and create associations in the minds of consumers. It's a language that speaks directly to our subconscious, triggering instinctual responses and shaping our perceptions of the world around us. In the context of marketing and branding, harnessing the power of colour can be a strategic tool for businesses to connect with their target audience on a deeper level.


The Impact of Different Colours


  1. Red: Bold and attention-grabbing, red is often associated with energy, passion, and excitement. It can evoke a sense of urgency and stimulate appetite, making it a popular choice for brands in the food and beverage industry.

  2. Blue: Calm, trustworthy, and dependable, blue is often used by brands to convey professionalism and reliability. It's commonly seen in the finance, technology, and healthcare sectors, where credibility and trust are paramount.

  3. Green: Symbolising growth, health, and nature, green is often associated with freshness, sustainability, and eco-friendliness. It's frequently used by brands in the organic food, wellness, and environmental sectors.

  4. Yellow: Bright and cheerful, yellow is known for its ability to evoke feelings of optimism, happiness, and warmth. It's often used to grab attention and convey a sense of positivity, making it a popular choice for brands in the retail and entertainment industries.

  5. Purple: Regal and luxurious, purple is often associated with sophistication, creativity, and spirituality. It's commonly used by brands seeking to convey elegance and exclusivity, such as beauty and fashion companies.

  6. Orange: Vibrant and energetic, orange is known for its ability to create a sense of enthusiasm, vitality, and creativity. It's often used to evoke feelings of excitement and adventure, making it a popular choice for brands in the creative, travel, and entertainment sectors.

Cohesive Brand Identity


When incorporating colour into branding and marketing efforts, consistency is key. A cohesive colour palette helps to reinforce brand recognition, establish brand personality, and create a unified brand experience across different touchpoints. By strategically selecting colours that align with brand values, target audience preferences, and industry standards, businesses can effectively communicate their message and stand out in a crowded marketplace.


Colour is much more than a visual element—it's a powerful tool for communication, expression, and connection. By understanding the psychology of colour and its impact on consumer behaviour, businesses can use this knowledge to create brand experiences, foster emotional connections, and drive engagement with their audience. From logo design to product packaging, the strategic use of colour can elevate a brand's identity and leave a lasting impression in the minds of consumers.

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