The psychology of colours in branding

Colour is one of the most powerful tools in branding. It’s not just about aesthetics, it’s about emotion, perception, and influence. The colours you choose for your brand can shape how people feel about you before they even interact with your products or services. The right colour choice influences positive consumer perception, it evokes emotions and impacts positive purchasing decisions, whereas the wrong colour choice can severely impact a brand negatively. Understanding the psychology behind colour choices can help brands communicate their values and connect with their target audience.

How colours influence emotions and consumer behaviour

A brand colour palette isn’t just a visual choice; they communicate who you are and how customers perceive your brand. By understanding the psychology behind colours, you can create a brand identity that resonates emotionally and drive consumer behaviour.

The way a simple colour choice can shape a brand’s identity and influence how customers feel is so important.

But how do different colours shape consumer behaviour, and what can we learn from successful UK brands?

Red: Red is associated with energy, passion, and urgency. Brands like Coca Cola use red to convey excitement and boldness. Also, it’s the colour of urgency, which is why so many brands use it in sales promotions, as it encourages impulse buying.

Blue: Blue is all about trust, calmness, and security. Financial banks such as Barclays and Lloyds Bank, use blue in their branding to build a sense of confidence and reliability.

Green: Green symbolises health, wellness, and sustainability. Waitrose uses green to reflect its eco-friendly and ethical values, ensuring customers associate the brand with freshness, trust, and environmental consciousness.

Yellow: Yellow is warm, cheerful, and optimistic. McDonald's is a perfect example, their golden arches are designed to create a sense of joy, friendliness, and comfort, encouraging customers to feel welcome and at ease.

Purple: Purple is associated with luxury, creativity, and wisdom. Cadbury’s signature purple instantly conveys indulgence and quality. Purple is not commonly used in branding, which makes it stand out when done right.

Black and white:  Black and white colour palette, symbolises sophistication, minimalism, and exclusivity. Burberry relies on classic black and white to highlight it’s timeless, luxury appeal. There’s something stylish about a monochrome palette, it’s classic, refined, and instantly recognisable.

My journey with colour in branding

I’ve always been influenced on how a simple colour palette can change a brand’s entire perception. One of my favourite projects involved helping a startup brand refine their brand identity through colour psychology. They initially wanted a safe, neutral palette, but after discussions and exploration, we introduced bold greens and deep blues to reflect their sustainability values and trustworthiness. The transformation wasn’t just about looking good; it was about feeling right.

I love experimenting with colours, learning from established brands, and discovering new ways to evoke emotions through design. Your brand colours aren’t just a visual choice; they communicate who you are and how customers perceive you. By understanding the psychology behind colours, you can create a brand identity that resonates emotionally and drives consumer behaviour.

So, what do your brand colours say about you?

Have you ever thought about how your colour choices influence your audience?

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