How To Use Color Psychology In Branding And Marketing Strategy

How To Use Color Psychology In Branding And Marketing Strategy

We begin to develop an emotional connection to colors from our early childhood. This goes far beyond a simple expression of likes and dislikes – different colors affect us differently.

The right color can make us feel calm, happy and vibrant – the wrong color can evoke feelings of fear, danger, or oppression.

This notion of the psychology of colors makes choosing your brand colors all the more important. It is essential to consider color meanings before committing to your brand’s color scheme.

Want to understand the impact of color psychology in branding?

In this guide, we’ll take a closer look at color associations and their relation to your brand identity, with reference to some examples along the way.

How To Use Color Psychology In Marketing And Branding

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Brand Color Psychology: An Overview

Human behavior is often dictated by how we’re feeling at any given moment.

Therefore, purchasing decisions are often emotional choices.

What we choose to buy – and who we buy it from – often depends on how we emotionally perceive a brand.

So, it follows that if colors affect our emotions, then

choosing the right color combination for your brand is one more marketing tool you can use to attract your ideal customer.

You may have color preferences and feel inclined to use your favorites in a brand, but color connotations vary depending on context and have different meanings to different demographics and individuals, and you have to keep its psychological effects in mind before committing to specific colors for your project.

Thankfully, color theory borne from numerous color psychology studies means we can outline some general understandings.


That there are different shades, tints, and tones within each color, with their place on the color wheel (more on that later). That means that there is scope for a whole range of associated emotions within the category’ red’.

Let’s take a look at each color to give you a better idea.


Red is a warm color commonly used for stop signs, sales tags, negative finances, and call-to-action buttons. It’s one of the most striking, stirring colors.

Use it with care as it can trigger powerful emotions — both positive and negative. 

Red Attributes & Personality

The positive attributes associated with red include:






The negative attributes associated with red include:







When To Use Red In Branding (or Not)

One of the most famous brands in the world, Coca-Cola uses the color red to stir power, passion, and energy.

Red creates a sense of urgency, making it an effective color for sales while it also encourages appetite, which wasn’t lost on McDonald’s.

Red also evokes a feeling of excitement which is why fast cars and lingerie are popular in red.

On the flip side, its negative connations are danger, fear, and anger.

Studies show that the color red reduces analytical thinking. And cultural differences also play a role in the use of this color.

For example, in China, red represents luck, joy and happiness. But in the US, it represents hardiness and valor.

Brands That Use The Color Red

Household name brands using the color red include










The color blue is a cool color known for evoking feelings of serenity and dependability. It also transmits trust and a sense of calm.

Brands use this color with the goal of exuding serenity, trust, logic, and security.

For similar reasons, blue is a common color for infographics.

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