Colour psychology in marketing: how to choose the right colours for your brand.
What Is Colour Psychology?
Colour psychology is the study of how colours influence human behaviour, emotions, and decision-making. In marketing, it’s used to guide how brands present themselves visually—because different colours evoke different feelings.
Think of how blue often feels calming or trustworthy, while red might spark energy or urgency. These subtle cues can shape the way your audience feels about your brand and what actions they take.
Common Colour Associations in Marketing
Here’s a quick breakdown of what certain colours typically convey in branding and marketing:
Red: Passion, excitement, urgency. Often used by brands that want to grab attention or trigger action.
Blue: Trust, security, calm. Common in finance, tech, and healthcare.
Green: Nature, health, growth. Great for eco-conscious, wellness, and outdoor brands.
Yellow: Optimism, energy, warmth. Invites a sense of friendliness and approachability.
Orange: Creativity, enthusiasm, playfulness. Used to stand out while remaining friendly.
Purple: Luxury, wisdom, imagination. Often used in beauty, education, or high-end products.
Black/Gray: Sophistication, elegance, neutrality. Often seen in fashion, luxury, or tech.
White: Simplicity, cleanliness, clarity. Ideal for minimal, modern brands or wellness and lifestyle companies.
Note: Colour perception can vary by culture, gender, and age—so always consider your specific audience when making choices.
How to Choose the Right Colours for Your Brand:
Understand Your Brand Personality
Are you bold and energetic, or calm and professional?
Choose colours that align with your voice and values.
Know Your Audience
Who are you trying to reach—families, professionals, creatives?
Pick colours that resonate with your target demographic’s preferences and expectations.
Research Competitors
Look at what colours are common (or overused) in your industry.
Decide whether to fit in for familiarity—or stand out for uniqueness.
Think About Context
Will your branding appear mostly online, in print, or on packaging?
Some colours look great on screens but lose impact in print (and vice versa).
Test and Get Feedback
Don’t be afraid to experiment and ask for input.
A/B testing colour variations in ads or landing pages can show what drives engagement.
Final Thoughts
Your brand colours are more than just a design choice—they’re a key part of your story. By tapping into colour psychology, you can make more intentional decisions that strengthen your brand’s identity and help you connect more effectively with your audience.
If you’re unsure where to start or how to translate these ideas into your visual branding, we’re here to help. Whether you need a full rebrand or just some expert advice, reach out and let’s bring your brand to life—one colour at a time.
