Skip to content

Color Psychology In Branding: What Is Color Psychology?

In this blog post, we’re discussing a topic we’re all familiar with, even if we haven’t used the technical terminology: color psychology. Color psychology is the study of hues as a determinant of human behavior. In less scientific terms, color psychology is a branch of psychology that studies how colors evoke thoughts and emotions and determine how humans act. 

Color psychology is used in branding and marketing to add depth to a brand or a marketing campaign. Colors can make us feel things and interact with a brand or piece of content in a certain way. We’ll walk through how colors affect decisions and how you can use color psychology to build your brand. 

What are the 6 Emotions of Colors?

The six emotions of colors refer to how certain colors or general hue tones affect emotions. There are five specific colors associated with emotions:

  • Red is most often associated with anger
  • Green typically pairs with disgust
  • Black evokes the feeling of fear
  • Yellow is closely tied to happiness
  • Blue is related to sadness

The sixth emotion of color is a bundle. It is stated in a broad sense that bright colors are related to the feeling of surprise. 

Do Colors Affect How You Feel?

Yes, colors affect how you feel. It could be in a bold way, where a shade of blue reminds you of a family event. It is also often in a vague way, where a soft yellow calms you down. 

65% of the general population are visual learners. That’s a large chunk of humanity that relies on visual elements for information. By extension, we rely on colors on a subconscious level to help us regulate our feelings. 

What Is Color Psychology In Branding?

When it comes to branding and marketing, color psychology is worked with in relation to how colors impact the impression consumers have of a brand. It affects whether consumers will be intrigued by a brand and end up making a purchase. 

Tapping into the right colors to pair with your brand identity helps you make your way into the minds of your potential customers. If you can tap into their emotions and get them invested in your brand, you’ll have found a loyal customer.

3 Examples of Color Psychology In Branding

Intuitively color psychology makes sense. That said, examples are always helpful when you’re learning how to use a psychological study for your business. These three examples of color psychology in branding will give you a foundation to look toward when you’re implementing color psychology in your branding techniques. 

3. Passion with Red

Earlier we mentioned that red is often associated with anger. On top of that, red is the color most associated with passion and excitement. It draws in customers. Brands that use either a large amount of red for a bold statement or a splash of red for something exciting and intriguing will bring in customers. 

2. Neutral Colors

Neutral colors like white, black, silver, gray, and shades of brown are balanced, calming brand options. A black and white logo is simple and sleek. A silver insignia is classy and elegant. Neutral tones can even out a brand and give you a timeless brand identity.

1. Shades of Blue

Blue can be sad, but it can also be calming, tranquil, and trustful. Blue is often used by brands when they’re looking to instill a sense of trust and ease in their customers. Isn’t that what we’re all looking to do? A soft yet still strong shade of blue does the job of providing authority for a brand.

Color Psychology: Visual Branding, Vital Psychological Components

Color psychology is one of the many facets of creating a brand that draws in customers and is built to last. If you’re looking for more solutions to build your brand, visit the Papion Marketing blog. For active expert solutions, reach out today to learn how Papion can help you.

Leave a Reply

Your email address will not be published. Required fields are marked *