By: Morgan Valeri 

Color isn’t something we just see; it’s something we feel. In a world full of marketing and design, every single shade you see serves its own purpose, emotion, and even your buying habits. Every brand somehow incorporates color to share their story from calms of blue, happiness of yellow, and boldness of red. These brands have mastered the art of color and know what catches the eye. Have you ever wondered why brands use color to influence what we buy in our everyday lives?    

Let’s trace back to what the meaning of color psychology is, and how we can understand it. Color psychology is based on how certain colors affect human behavior and our emotions. All kinds of colors can spark new feelings, waves of emotions, senses of hope… you name it. For example, green can resemble healing, growth, and balance. Pink reminds us of nurture, anything romantic, and warmth. Purple is connected to imagination and spirituality. Based on these few colors mentioned, colors go far beyond just aesthetics and appearance. Every single hue has the power to shape how we feel, think, and respond. Diving deeper into the role of color branding, it can be known that “The color palette a brand chooses can communicate its personality, values, and positioning in the market. For example, a tech company might choose a particular shade of blue to convey reliability and professionalism, while a brand targeting a youthful audience might opt for more vibrant colors like orange or pink to convey fun and energy” (Vera Solve). The strategic use of color companies to choose isn’t random; it is psychological.  

So, what are some popular companies that incorporate color branding that we see in our everyday lives? For one, Facebook’s app icon is blue which can indicate trust and reliability. We see this on many other business platforms such as LinkedIn and Dell. These companies know their audience and want to possess both intelligence and professionalism. Another company that emphasizes color branding is Coca Cola. Think about it, red gives excitement, and energy which is certainly fitting for a company that’s product is centered around refreshment and happiness. One last company that we see incorporating color psychology to influence its audience is Apple and Nike. With the color black, this appeals to strength and power which appeal to their buyers as they want to have this feeling in their life. Ultimately, all of these brands prove that color is much more than just a design. It is a communication tool that has built numerous connections with their audience and influences how people interact with the brand itself.   

Our own behavior is deeply rooted based on what we see, and of course, color plays a major role than most people may think. It can be known that “Studies have found that up to 90 percent of first impressions about brands can be based on color alone. This is why fast-food chains often use red and yellow to stimulate appetite and encourage quick decisions. Color can also enhance brand recognition. Consistent use of color across all branding elements helps create a solid visual identity, making it easier for buyers to remember and identify the brand” (Vera Solve). This being known, companies that can understand this level of psychology can use color to shape consumer behavior, build trust with their audience, and create lost lasting relationships with their customers. 

If you were to start your own business, how would you first know where to start with color branding and marketing? Your first step would be to identify your target audience and what emotions you want your brand to evoke in your consumers. For instance, let’s say you wanted to start a wellness or fitness brand. I would recommend using a color such as green since it embodies health, freshness, and cleanliness. If you are starting a more youthful brand, you can incorporate bright colors such as orange or pink that are full of fun and energy. Once you have finally chosen your color palette and have stayed consistent with this, now you need to use these colors on your logo, all types of packaging, products, social media, and so much more. Your brand will start to get recognized for the color attached to it and will create a strong bond with your target audience. Some other tips include “The proper use of colors creates a clear structure on your website, ensuring that visitors can easily navigate and absorb your message. Balancing vibrant hues with neutrals contributes to a harmonious and engaging design, making the overall user experience more intuitive and enjoyable” (Brand guide).  

Why do humans respond to colors the way they do? Humans are known to respond to all kinds of colors in both cultural and biological ways. This makes this an extremely powerful and useful tool in brand marketing techniques and design. Fun fact, our eyes detect wavelengths of light which signal the brains to create both psychological and emotional reactions to colors. An example of this is red which has a longer wavelength, which increases the heart rate and can now trigger the emotion of excitement or a sense of urgency. With blue, this has a shorter wavelength in comparison to red and now is associated with relaxation and calmer feelings. By understanding these beliefs on how colors can affect human consumerism, brands can now strategically select their own colors for their brand that can resonate with their audience on a subconscious level which most definitely influences perception and behavior.  

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Now we know that color is so much more than just a visual element. It is its own language that forms our perception and has a major influence on our consumer purchases. From the sense of urgency that red gives us, to the feelings of mellowness and relaxation blue brings to us, brands across the world have carefully selected certain colors to impact their consumerism and to create a meaningful impression for their target audience. As marketers understand that colors have such an immense impact for their users, understanding these certain principles is crucial for the building blocks of the company’s identity, as well as increasing their recognition as a brand on a subconscious level. By applying color palettes to websites, logos, and products, brands are able to capture your attention, evoke emotions, and establish an identity that resonates with their audience. Know that you know how much color influences our consumer decisions; how might it change the way you view the choices you’ve made? 

 

References

The Psychology of Color in Branding and Marketing: How Color Influences Behavior – Verasolve 

Colors for Branding: How to Use Color Psychology to Elevate Your Brand Identity – Brandguide