What’s in a color? As it turns out, a lot. Color can influence how we feel and behave. In fact, there is a whole science—color psychology—focused on analyzing how color affects our behavior and feelings, and specifically, how color drives our decisions. It can help to determine how color impacts what brands we support, what we buy, how quick we are to engage with a business and more.
Should you take color psychology seriously? We think so. Color can impact the way buyers perceive your brand and has the power to either engage them or drive them away. For example, some colors energize, some are calming, and others bring out the anger or sadness in us—and that’s why the colors you associate with your brand are so important.
As you are designing your website, logo and marketing materials, you can’t just pick your favorite colors and run with it. After all you don’t want your customers feeling negatively about your brand simply because you picked the wrong hue for your website background.
Before you start working with your designer, spend some defining the emotions you want to evoke from people. Then pick a color scheme that complements that emotion.
Which color is right for your brand?
Color psychology is fascinating stuff, and it’s also complex, so we encourage you to dig into it a little deeper to fully understand how it can be used to support your brand. However, here are some common emotions connected to popular colors.