Psychology of Color in Branding: The Influence of Color in Branding

However, the psychology of color in branding is more than just associating a brand with its signature color. It’s all about the feelings and emotions that these colors evoke in us. Color in branding has a significant impact on how people perceive your brand. Color meanings can help you attract and connect with your target customer, whether you’re a fashion company looking to connect with a younger audience or a medical supply store looking to increase client trust. Color psychology can help you build a strong, relevant brand. This article will define color psychology and teach you the meanings of the most commonly used colors.

What precisely is Brand Color Psychology?

The study of how color influences how we perceive a brand is known as brand color psychology. Colors have a strong emotional impact on us. And these emotions have a significant impact on how we behave as consumers.

The psychology of brand color provides a framework for understanding how and why we interact with brands in our lives. If you’re thinking about rebranding, it’s also a powerful tool in brand design.

Why Is Color Psychology Important in Branding?

Understanding color psychology in branding provides you with another tool to help you achieve the underlying goal of branding: shaping the perceptions that drive consumer behavior.

While the impact of colors on our emotions varies depending on gender, cultural context, personal experience, and neurological differences, there are some general guidelines that have been supported by numerous color psychology studies.

You’ve probably heard that the color red can evoke feelings of romance or danger. Blue can also evoke emotions such as serenity or coldness. But what about the color orange? Or is it gray? What about more subtle feelings like harmony or hope? Which colors are most closely associated with them? These questions are significant because the color is one of the most fundamental visual stimuli in the human cognitive sequence. The answers can be found in brand color psychology.

Color Guidelines for Your Brand

Picking the right color for your brand will always be subjective, but understanding brand color psychology will help you choose a color that evokes the emotions you want to convey.

In addition to an understanding of color psychology, there are four factors to consider when selecting brand colors:

1. Select a Color That Is True to Your Brand

Above all, select a color that feels appropriate to your industry and authentic to your products or services. This is more important in some industries than others, but there is no easier way to turn off potential customers than by selecting a color that feels completely inappropriate for what you do.

2. Select a Color That Reflects Your Brand’s Personality.

The part of your brand that audiences identify with on a human level is your brand personality — how you would describe your brand if it were a person. Color is one of the most direct ways to express brand personality because it elicits human emotions. Choosing a color that embodies the personality of your brand is critical to creating a consistent and cohesive brand experience.

3. Select a Color That Is Appealing to Your Audience

Branding 101 is to understand your target audience. This is especially true when it comes to selecting the right color for your brand. Take a look at your typical buyer persona. What color will they respond to the most? Your target audience’s defining characteristics should align with those of your brand color, whether they are masculine vs. feminine, energetic vs. understated, or passionate vs. practical.

Now that you understand the psychology of color in branding and the most common color meanings for each hue, it’s time to apply them to your business. While common colors are used in various fields, such as blue in health care, you are not required to adhere to the rules. Consider using colors that represent what you want your company to stand for or how you want your customers to feel when they browse your online store.