Discover how colour influences branding and customer perception. Learn the psychology behind choosing the right colours for your brand and why it matters.
You know that feeling when you walk into a store and just get the vibe instantly? Or when you scroll past a brand online and, without reading a single word, you already know if it’s luxury, playful, eco-friendly, or techy?
That’s not magic.
That’s colour psychology at work.
In branding, colour isn’t just a design choice — it’s a strategic tool that influences perception, emotion, and even buying decisions. Whether you’re building a brand from scratch or refreshing an old one, understanding the psychology of colour can make the difference between blending in and standing out.
Let’s dive into how colour really works — and why it matters more than you think.
Before anyone reads your brand name, tagline, or even clicks through to your website, they see colour.
Colour is the fastest way to evoke an emotion.
Here’s a quick breakdown of common colour associations (though cultural context matters too):
Red: passion, urgency, energy, excitement (think Coca-Cola, YouTube)
Blue: trust, calm, professionalism (think LinkedIn, IBM)
Yellow: optimism, happiness, creativity (think McDonald’s, IKEA)
Green: growth, balance, eco-friendly, health (think Whole Foods, Spotify)
Black: luxury, sophistication, power (think Chanel, Nike)
Purple: creativity, royalty, mystery (think Cadbury, Twitch)
Pink: playfulness, compassion, youth (think Glossier, Barbie)
Brands use these associations to trigger the right feelings in their audience — and they do it before a single word is spoken.
Studies show that up to 90% of snap judgments about products are made based on colour alone.
Let that sink in.
That means colour isn't just about aesthetics — it's about credibility. If a fintech startup used bright pink and handwritten fonts, would you trust them with your bank details? Maybe not.
The colours you choose send non-verbal cues about who you are and what you stand for:
Blue for reliability
Green for sustainability
Black and gold for prestige
Soft pastels for approachability
It’s not about clichés — it’s about coherence. Your brand’s colours should match your message.
It’s not just which colour you use — it’s how you use it.
Let’s take blue.
Light blue = airy, modern, open
Dark navy = traditional, serious, stable
Electric blue = bold, futuristic, energetic
Each shade tells a slightly different story. That’s where nuance comes in — and why a strong brand palette includes primary, secondary, and accent tones to create emotional range and flexibility.
Think Tiffany & Co.
The moment you see that signature blue, you know exactly who it is. That’s the power of colour ownership.
When a brand consistently uses a specific colour across all touchpoints — from packaging to social media to email design — it becomes a visual shorthand for the brand itself.
Consistency builds recognition.
Recognition builds trust.
Trust drives loyalty.
So when picking your palette, don’t just follow trends — aim to create something distinct and ownable.
Quick reality check: colour meanings vary around the world.
For example:
In Western culture, white symbolizes purity (think weddings) — but in some Eastern cultures, it’s associated with mourning.
Red is lucky and celebratory in China — but can feel aggressive in other contexts.
Green can mean nature and renewal in many places — but also has different connotations politically or religiously.
If your brand is global (or aims to be), research how your colours translate across cultures. It can save you from awkward missteps — or unlock new layers of meaning.
In digital design, colour isn’t just for branding — it’s a functional tool too.
Use contrasting colours for CTAs (Call-To-Actions) to make them pop.
Use softer tones for background and readability.
Use colour strategically to draw the eye or create hierarchy.
It’s subtle, but it works: the right colour hierarchy can guide someone through your content without them even realising it.
As a brand designer, here’s how I typically approach colour:
Start with strategy — What does the brand stand for? Who are we speaking to? What do we want people to feel?
Moodboards & visual references — Collect inspiration to spark direction.
Base colours — Choose 1–2 dominant colours that express the core brand vibe.
Support colours — Add neutral tones or complementary hues to round out the palette.
Test in real-world contexts — How does the palette look on digital, print, merch, social? Adapt as needed.
Colour isn’t chosen in isolation — it’s always part of a bigger story.
At the end of the day, colour isn’t just about looking pretty. It’s about communicating clearly, connecting emotionally, and creating experiences that stick.
In branding, colour is your first impression. Your visual tone of voice. Your vibe, your message, your gut feeling — all rolled into one.
So next time you pick a palette, don’t just ask “does this look nice?”
Ask: “how does this make people feel?”
Because if you get the feeling right, the rest will follow.