How Color Psychology Affects Your Brand

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It’s been said before that a great logo will distinguish your company from your competitors. A professional logo is the foundation on which your brand identity is built. If you want to grab your consumers’ attention with a strong first impression, you need a logo that will inspire positive recall with your brand. But perhaps more important than the perfect swoosh or carefully selected font; the color scheme.

What is Color Psychology?

Color ignites our emotions and influences our decisions in ways we are not always aware of. Color Psychology is the study of hues in relation to human emotion, behavior, and moods. Color can have a powerful effect on perception, which is why it plays an important role in branding and marketing. Selecting the wrong color scheme for your business can have detrimental effects. Is your logo color inconsistent with the personality of your goods or services? Does your color selection leave your website difficult to read? But it’s not as simple as selecting a “non-typical” color to attract your ideal consumer. It is important to note that it is not an exact science, and many factors contribute to the effectiveness of employing color psychology to your brand.

Does it Affect Our Emotions?

Simply put, yes, but this is where things get a little sticky. Modern psychologists are sometimes skeptical of color psychology and are quick to point out that the effects of color on the mind and body are sometimes overstated. The main argument against such practices is that the effects of color therapy may only be temporary. Colors also have different meanings in different cultures; a factor that must be considered when thinking of your target audience. Additional research is still needed, but the studies that have been conducted show promising results concerning the effect of color on human behavior.

  • Studies in Japan indicate a decrease in crime in neighborhoods where blue streetlights were installed.
  • Because red stimulates adrenaline production, research indicates this color may be effective during athletic activities.
  • Some research suggests that warm-colored placebo pills are reported as more effective than cool-colored ones.

Which Colors Mean What?

Final Thoughts

Still uncertain? Consider the fact that when major brands decide to overhaul their image, the colors almost always remain consistent. This is because people use color to identify and search for recognizable brands. Crayola Crayons is a perfect example, where the logo has changed several times, but the package colors remained the same.

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