Colour is far more than just a visual experience and its impact on us runs far deeper than we might expect. Colour can be a powerful psychological tool that can influence perceptions, emotions, and actions and in the context of branding and marketing, using colour strategically can make or break a brand's identity and success.

We explore the fundamentals of colour psychology, taking a look at how and why some of the world’s best known brands use the colours they do and how you can harness the same effects in your marketing.

The science behind colour psychology

Put simply, colour psychology is the study of how colours affect human behaviour and decision-making and its study can be traced back to ancient civilisations. The Egyptians and the Chinese were among the very first to document using colours in healing and wellbeing. They believed (and weren’t entirely wrong) that certain colours had specific effects on the mind and body - blue was used for its soothing properties and red to increase circulation and energy levels.

The real science behind colour psychology and the ways in which different colours interact with one another didn’t begin to take shape until the early 19th and 20th centuries. The concept of colour harmony, derived from Sir Isaac Newton’s colour wheel, is the bedrock of creating visually appealing and emotionally engaging designs.

In essence, complementary colours are ones that exist opposite each other on the colour wheel and create high contrast and vibrant looks, while analogous colours, next to each other on the wheel, offer a more harmonious and calming effect. 

Blue and orange, red and green, and purple and yellow are classic examples of complementary colour pairs that create high contrast, vibrant looks. Analogous colour combinations like blue, blue-green, and green or red, red-orange, and orange do the opposite and create a more harmonious and calming effect.

In branding these effects can translate into more complex and nuanced psychological triggers which can be used to shape consumer perceptions. And with an understanding of the interplay of colours, their impact and their interaction with one another, marketers and designers can begin to shape how users and consumers perceive products and brands. 

Colours and their Impact on branding

So, how do colours impact branding? Research suggests that up to 90% of snap judgments made about products are based on colour alone, underscoring the importance of choosing the right hues for your brand. Colours enhance brand recognition, convey a brand’s values, and evoke desired emotional responses from the audience.

For the world’s biggest brands, colour becomes far more than an aesthetic choice, but rather a strategic tool used to communicate with customers. To appreciate the significance of these colour choices, it’s important to understand the specific emotions and messages that each colour conveys.

1. Red: Passion and Urgency

Red creates a sense of intensity and urgency. Brands like Coca-Cola and Virgin use red to convey energy and boldness, giving their brand personalities a sense of strength and longevity. 

While red can stimulate appetite and encourage impulse buys (you’ll have most likely seen red used in sales signage and in clearance sections), it’s essential to use it sparingly to avoid fatigue or negative connotations such as danger or aggression.

2. Blue: Trust and Dependability

Blue is associated with trust, reliability, and professionalism. It’s a favourite among big corporate brands like IBMand Dell, which aim to convey stability and dependability. The calming effect of blue can make it the ideal choice for brands that want to build a sense of trust and loyalty.

Blue's cool nature can sometimes be perceived as aloof or unapproachable if not balanced with warmer tones (think of your association with Facebook or Meta). Consider the overall message you’re trying to convey and who you’re trying to convey it to blue into your palette.

3. Green: Health and Tranquillity

Green often represents health, nature, and tranquillity. It’s an obvious choice for brands in the health, wellness and eco sectors - think WholeFoods, Beyond Meat and Holland & Barrett. Green conveys a sense of balance and calm, making it perfect for brands promoting eco-friendly and natural products.

 The downside of using green is that it can sometimes blend too easily and become too easily associated with illness. Combining green with softer, contrasting colours can help maintain visibility while still amplifying your message.

4. Yellow: Optimism and Warmth

Yellow exudes positivity, warmth, and happiness. It’s stimulating and attention grabbing without being overpowering. McDonald's and IKEA use yellow to evoke feelings of cheerfulness, approachability and friendliness to create a welcoming and optimistic brand image.

Too much yellow can generate anxiety or frustration though. As a rule of thumb, it’s best used as an accent colour to add a touch of brightness and positivity without overwhelming the viewer. Pairing yellow with more calming colours can help balance its intense energy.

5. Purple: Luxury and Creativity

Purple is often associated with luxury, creativity, and sophistication. Brands like Cadbury, Asprey and Hallmark use purple to convey a sense of elegance and high quality. There’s a richness to the colour purple that evokes feelings of exclusivity and imaginative thinking, making it a popular choice for premium and creative brands.

Purple can sometimes feel too extravagant or out of reach for some audiences. Combining purple with more neutral tones can help to maintain accessibility while still conveying a sense of refinement. 

Crafting brand identity with colour

Colour psychology is a nuanced and powerful facet of branding and marketing, one that marketers and designers can have a lot of fun with refining. The emotional and psychological responses to different colours will influence consumer behaviour and perception in subtle, and sometimes not so subtle ways, so it's essential to give careful thought to its use.

Using colour in branding is both a science and an art, requiring careful thought and strategic planning. With the right approach, colours can become a vital component of a brand’s identity, connecting, resonating and sticking with audiences long after their first encounter with your brand.