The Psychology of Color—and Why it Matters for Your Brand
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.


On one hand, it can be used to indicate danger or a threat. On the other hand, it is often associated with energy, power and passion.


The brightest of the colors brings out joy, happiness and positivity. It is also a mental stimulator. The brightest of the colors brings out joy, happiness and positivity. It is also a mental stimulator.


Plain, not flashy, and reserved, so it is often associated with reliability, honesty and resilience.


Tends to be symbolic of serenity, peacefulness and calm. It can also represent innovation or stability.


Orange is equals part red and yellow, so it evokes happiness, adventure, creativity and enthusiasm.


The color of nature, it is associated with growth, freshness, healing and harmony. It is also associated with endurance and stability.


It often symbolizes youth, innocence, tenderness and vulnerability.


Most often connected with royalty, purple evokes the concepts of power, luxury, wealth, and ambition.


Symbolic of mystery, sophistication and power, but it can also represent grief, sadness and anger.


Associated with being balanced and neutral, but it too can be tied to loss and grief.

Certainly, everyone is different—and how they perceive colors will vary. No doubt, there are exceptions to the rule, but even if you disagree with the concept of color psychology, give the colors you choose some serious thought.

How multiple colors complement one another and how they display online and in print are all critically important. That’s where a professional designer can be invaluable. He or she can guide you in your color choices and also create several mockups so you can see the difference a simple color change can make in your design.

How Can We Help?

If you are ready to give your website or marketing pieces a fresh look, give us a call.