Colour psychology in branding

Wassily Kandinsky said, “Color is a power which directly influences the soul’ and we agree with him.

Colour psychology is a powerful tool that shapes how your brand is perceived, influences consumer reactions, and creates lasting emotional connections. From your logo to your packaging, the colours you choose affect how your audience experiences your brand, drive their decisions, and ultimately impact your success in communication

Why does colour psychology matter in branding

Colours trigger emotions, create associations, and drive consumer decisions. Think about how you feel when you see the red in a Coca-Cola advertisement or the calming effect of pastels in a wellness brand. These colours are not random choices but careful selections that resonate with the audience.

Research has shown that colours can increase brand recognition by up to 80%. They are often the first thing people notice about a brand, creating an immediate impression even before they have engaged with your product or service. So, choosing the right colours is not just an aesthetic decision—it’s a psychological tool to communicate your brand’s values, tone, and positioning.

How to apply colour psychology to your brand

Once you’ve selected the right colours for your brand, the next step is to apply them strategically across all brand touchpoints—from your logo to your website and packaging.

· Consistency is key: Consistency is crucial in building a recognisable and trustworthy brand. For example, Cadbury’s signature purple has become synonymous with luxury chocolate, thanks to its consistent use across all brand assets.

· Accessibility and readability: While emotional impact is vital, practical considerations are equally important. Ensure that your colours are readable and accessible, especially in digital formats. Use high contrast for text to ensure readability, such as pairing dark blue with white. Also, consider users with visual impairments, such as colour blindness, to ensure your colours are inclusive and accessible.

· Tailoring colours to your audience: Consider how your chosen colours resonate with your specific target audience. Younger consumers might prefer bold, energetic colours, while an older or more conservative audience might gravitate towards more subdued or classic tones. This customisation helps create stronger emotional connections with your audience.

By understanding the psychological impact of colour and applying it strategically, you won’t just build a brand—you’ll create a memorable experience that resonates with your audience long after they’ve interacted with your product or service.

To know more about colour selection for your brand, read our next blog - ‘Decoding colours: What they say about your brand’.