Or that blue can call to mind emotions like serenity or coldness.īut what about less common brand colors, like orange or grey? And how about less obvious emotions, like harmony or hope? Which colors evoke these types of feelings in your customers?īecause color is among the most fundamental visual stimuli in the human sequence of cognition, questions like these are important when it comes to the brand story you want to communicate to target audiences. You might have heard (or just intuitively understand) that the color red can evoke feelings of either romance or danger. It should inform everything from the type of logo you choose to the brand design behind your unique aesthetic to your overall brand experience across channels and touchpoints.Īnd while the effect that colors have on our emotions can vary slightly from person to person based on gender, cultural context, personal experience, and neurological variances, there are some general guidelines that have been borne out by countless studies on color psychology marketing. This is how color psychology can-and should-impact your brand. In fact, studies show that 85% of customers identify color as a primary reason for choosing one brand over another. It can have a measurable influence on their purchasing decisions when it comes to your brand.
And as we’ll see in the sections that follow, color is one of the most powerful and reliable ways to evoke specific emotions in the minds and hearts of your target audiences.
Our emotions directly influence our behavior, after all. Research has shown that color can increase brand recognition by up to 80%.Īn understanding of color psychology in branding gives you one more tool in the underlying goal of branding: shaping the perceptions that drive consumer behavior. It’s a powerful tool that can be used to design more meaningful-and memorable-brand experiences. Colors have a powerful effect on our emotions, and these emotions play a major role in how we behave as consumers.Ĭolor psychology provides a framework for understanding how and why we interact with the brands in our lives. How Color Psychology Impacts Your BrandĬolor psychology is the study of how color impacts the way we perceive the world.The timeless shade of blue associated with the B2B juggernaut immediately evokes trust, security, and dependability.īelow, we’ll give you everything you need to know about color psychology, including exactly what we mean by the term, why it matters for your brand, and the proven psychology behind 12 of the most popular colors in marketing.
The brand’s signature red has forever linked it to feelings of positivity, fun, and energy. More than just a powerful tool for designing vivid and memorable brand experiences, color psychology is about the feelings and emotions that brand colors evoke inside us. If you’re looking to put the power of color psychology to work for your brand, you’ve come to the right place.
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