What Do Your Colors Say About Your Brand?


We all have our favorite color, but did you know there is more to color than meets the eye?


Researchers have been looking at the psychology of colors for years and have proven that colors affect human emotions and behaviors. You can (and should) utilize this psychology when designing and marketing both on the brand and campaign levels. Understanding what colors elicit which emotions can help you select a color for your logo that will help promote your brand.


The right color choice can increase brand awareness and loyalty. The opposite can also be true, however. If you just randomly select a color without thought, it could have a negative effect on people’s perception of your brand. Most customers make an initial judgment on a brand or product within 90 seconds, so color and appearance are extremely important.


Let’s take a closer look at some specific colors and the psychology of those colors.



Blue: Blue is the most popular color for branding. Out of the top 100 brands worldwide, over one-third use the color blue in their logo. Blue has a calming, relaxing effect. It evokes the power of the sky and ocean waves. It also elicits confidence and trust, two qualities you want to be associated with your brand. This is a big reason blue is so popular in branding.




Red: Red is the second most popular color among the top 100 brands. Red is a powerful color. It causes your heart rate and breathing to increase in speed, and is therefore associated with high energy and excitement. It is also the color of love and passion. It is bright and attention-grabbing. Many stores use red in their window displays because red is known to increase impulsivity and therefore sales.


Black/Grey: Black is a popular choice for branding because of its simplicity and classic feel. It is often used in luxury brands and products because it feels sophisticated and timeless. Think “black-tie affair.” It is often used in combination with other colors to add classic sophistication to other colors and their emotions.


Yellow/Gold: Yellow makes us think of sunshine. It is associated with feelings of happiness and positivity. It is bright and stands out from other colors. This makes it a popular choice in branding and marketing. It gives consumers an optimistic feeling, and when people feel good, they will have a positive association with that particular brand.




Purple: Purple is a color that is often associated with royalty, dignity, and power. It is regal and sophisticated, but still carries a little bit of mystery. It is ethereal: the color of magic, and often used in reference to spirituality.


Green: Green is the color of nature: grass, leaves, plants. Because of its ties to the natural world, it evokes a feeling of peace and calm. It is used for eco-friendly products and brands. Green just has a certain freshness to it.


White: White is associated with cleanliness. It is the color of purity and simplicity. These emotions help build a feeling of trust. It is often used for new beginnings and fresh starts, like a blank slate.


Brown: Brown is the color of ruggedness. It is earthy and natural. It evokes feelings of durability and dependability just like the earth. Brown is stable and simple and strong.




It is vital to consider what emotions are associated with the colors we choose to represent our brands. The aesthetic feel our brand evokes is a great marketing tool. Do the colors you chose to represent the vibe you want for your brand? Or are they sending conflicting vibes? It is so important to consider every little detail when building a brand, including a color scheme.


Need help figuring out how to best represent your brand through color? Give us a call and let our creative team help you figure it out!