How to Use Color Psychology in Marketing and Branding

Have you ever felt a sense of calm when you walked outside and gazed at the blue sky? Or a sudden surge of energy when you entered a room full of red flowers? 

If so, you’ve experienced the effects of colors on your mood. In psychology, colors are proven to have a profound impact on human emotions and behaviors. 

In business, brands and marketers know this and utilize color psychology to their advantage. They understand that the colors they choose for their branding and marketing materials can influence consumer perceptions, attitudes, and purchasing decisions. 

In this article, we’ll explain what color psychology is and how you can leverage it in your marketing and branding strategies to attract your ideal customers and influence their buying decisions.

What Is Color Psychology?

Color psychology is the study of how colors impact our moods, behaviors, and perceptions. It explores how different hues can evoke specific emotional responses and influence cognitive processes.

Before color psychology became a scientific field, its principles were intuitively understood and applied in ancient cultures. 

For example, ancient Chinese philosophies like Taoism and Feng Shui emphasized the harmony of colors in the environment to promote well-being and prosperity. Colors like red were believed to bring luck and happiness, while black was associated with water and the direction north, representing mystery and wisdom. 

In Indian culture, colors still play a crucial role in religious ceremonies and daily life. For example, the Holi festival celebrates spring’s arrival with vibrant colors, each carrying symbolic meaning. 

The Color-Emotion Associations in Color Psychology

In a study conducted in 2020, which surveyed the emotional connections of 4,598 individuals from 30 different nations, it was discovered that certain colors tend to evoke specific emotions across cultures. The findings revealed the following color-emotion associations:

  • Black: 51% of the respondents associated black with sadness.
  • White: 43% associated white with relief.
  • Red: 68% associated red with feelings of love.
  • Blue: 35% associated blue with relief.
  • Green: 39% associated green with contentment.
  • Yellow: 52% associated yellow with joy.
  • Purple: 25% associated purple with the feelings of pleasure.
  • Brown: 36% associated brown with disgust.
  • Orange: 44% associated orange with joy.
  • Pink: 50% associated pink with the feelings of love. 

Let’s dive deeper into what feelings and emotions each color evokes and how it can be used in branding and marketing to attract your ideal customers. 


In color psychology, red is associated with passion, energy, and excitement. It represents action, love, and power. Brands like Coca-Cola use red to evoke feelings of excitement and energy, while Netflix uses red to create a sense of excitement in its logo.


Blue evokes feelings of calmness, trust, and reliability. It represents stability, serenity, and professionalism, which is why it’s often used by financial institutions and insurance firms. Brands like Facebook use blue to convey trust, while IBM employs blue to represent stability and professionalism.


Yellow is linked to happiness, optimism, and warmth, representing sunshine, joy, and friendliness. Brands such as McDonald’s use yellow to evoke feelings of happiness and joy, especially for kids, while IKEA uses yellow to create a cheerful and inviting atmosphere in its stores.


Green represents growth, harmony, and nature and symbolizes health, wealth, and freshness. Brands like Starbucks use green to convey their commitment to sustainability and connection with nature, while Whole Foods employs green to represent health and freshness.


Orange is associated with creativity, enthusiasm, and vitality, representing adventure, fun, and affordability. Home Depot utilizes orange to create a sense of excitement and enthusiasm, while Fanta employs orange to convey its playful and energetic brand image.


Purple is linked to luxury, royalty, and spirituality, representing creativity, mystery, and wisdom. Brands like Cadbury use purple to convey a sense of luxury and indulgence, while Hallmark employs purple to represent creativity and heartfelt sentiments.


Black is associated with sophistication, elegance, and power, representing mystery, authority, and strength. Brands like Chanel use black to convey sophistication and elegance in their luxury products, while Nike utilizes black to represent power and strength in its athletic gear.


White evokes feelings of purity, simplicity, and clarity, representing cleanliness, innocence, and perfection. Brands like Apple use white to convey simplicity and elegance in their products, while Adidas employs white to create a sense of cleanliness and purity in its sportswear.

How to Use Color Psychology in Marketing and Branding

According to a Harvard Business School professor, Gerald Zaltman, 95% of our purchase decisions are subconscious. What this means is that we often buy based on emotion – and later justify that choice with logic. 

If you’re wondering how this information aligns with color psychology, the answer is this: color psychology proves that colors can influence our mood and evoke specific emotions. 

So, if you use them strategically in your branding and marketing materials, the right colors can help you create a powerful emotional connection with your audience, improve brand recognition, and ultimately drive purchasing decisions. 

Here are some practical tips to help you leverage color psychology in your branding and digital marketing strategies

Understand Your Audience 

Choosing the right colors for your brand and marketing materials can help you attract the right kind of customers. However, to choose the right color, you must get to know your audience and what drives them to make decisions. 

For instance, if your target audience consists mainly of young, adventurous individuals, vibrant and energetic colors like orange or turquoise may resonate well with them, evoking excitement and enthusiasm. 

On the other hand, if your audience is more mature and sophisticated, subtle and elegant colors like navy blue or burgundy may be more appealing, conveying a sense of trust and professionalism. 

Understanding who your ideal customer is, what motivates them, and where they are emotionally allows you to tailor your color choices to evoke the desired responses and establish a strong connection with your audience. 

Define Your Brand’s Personality 

Choosing the right colors doesn’t only depend on what you think your audience resonates with best. You also need to consider your brand personality and how you want to be perceived. 

What are the emotions you’d like to evoke when people come into contact with your brand? By aligning your color choices with your brand personality, you can create a cohesive visual identity that resonates with your audience and effectively communicates your brand values.

For instance, if you’re a financial institution, you may want to convey a sense of trustworthiness and professionalism, so you might opt for colors like blue or green. But if you’re a youthful and innovative tech company, you might choose colors like orange or purple to convey creativity and excitement.

Research Your Competitors

To implement color psychology in your branding and marketing the right way, you want to gain insight into how your competitors are using color to connect with their audience. 

By understanding what works well in your industry and what doesn’t, you can identify opportunities to differentiate your brand from other similar brands and create a unique visual identity that pulls customers towards you.

So, before you settle on your color palette, analyze the color schemes, patterns, and strategies your competitors employ. Pay attention to the emotions and associations evoked by your competitors’ colors and consider how you can leverage similar or contrasting color schemes to stand out in the market. 

Then, look for gaps or areas where your competitors may be overlooking opportunities to use color psychology effectively. This will allow you to slip right into that gap and stand out from the crowd. 

Keep Your Color Palette Simple 

A good rule of thumb to follow when leveraging color psychology to attract your ideal customers and drive them towards purchase is to choose one or two primary colors you lead with. 

Too many colors can confuse and overwhelm your audience, diluting the impact of your brand message. Keeping your color palette simple and focused can help you create a cohesive and visually appealing brand identity that resonates with your target audience. 

Plus, simplicity in your color palette makes it easier for consumers to associate specific emotions and attributes with your brand. 

Remember, simplicity doesn’t mean sacrificing creativity or uniqueness. Instead, it involves thoughtful selection and strategic use of colors that best represent your brand personality and values.

Create Your Brand With Dorothy House

Although creating your brand color palette may seem simple, it involves more than just selecting a few colors that look good together. Since your choice of colors can influence consumer perceptions, emotions, and behavior, you want to give more thought to the colors you choose. 

Leveraging color psychology in branding and marketing can help you establish a strong emotional connection with your target audience, enhance brand recognition, and ultimately drive engagement and sales. 

But even though choosing your color palette is a key element of your branding, it’s not the only thing you should be focusing on. If you’re looking to create a brand that stands out from the competition and resonates with your audience, our team at the Dorothy House can help you. Get in touch with us to elevate your brand.


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