Design Dives

The Psychology of Color (And What It Means For Your Brand)

written by Luke Kenney


Color plays a major part in the correct perception of your brand by the public. It can attract attention, increases brand recognition, change someone’s mood, and plays a major part in how potential customers see or define your company.

Color has the power of persuasion.

Research reveals people make a subconscious judgment about a person, environment, or product within 90 seconds of initial viewing and that between 62% and 90% of that assessment is based on color alone.

Source: CCICOLOR – Institute for Color Research

Regardless of a company or organization’s size, color is very important.

When looking at color options for your brand it’s always best to take a look at other brands to get a clear idea on how color schemes play a part in brand perception. Which brands did you look up to when first building your business? Whether they were top competitors or powerhouses in other industries, you likely were affected by their brands color choices in some way.

Looking at those brands and the colors they have used can give a great indicator of the values that are most crucial to your brand, as well as the best way to ensure that those values are properly implemented within your company. Did they use blue, red, or purple? Why? Take a look and see if the colors they have utilized are a factor to why they inspire (or persuaded) you by comparing them to this simple Color Psychology list.

  1. Blue: Security, Trust Worthy, Stability, Loyalty, Wisdom, Confidence, Trust, Friendliness, Preservation, Courage, Science.
  2. Green: Wealth, Money, Calming, Trees, Ambition, Endurance, Healing, Calm, Generosity, Natural, Completion, and Protection.
  3. Red: Energy, Power, Vigor, Leadership, Courage, Passion, Activity, Joy.
  4. Yellow: Optimism, Childish, Freshness, Law, Education, Arrogance.
  5. Pink: Romantic, Feminine, Love, Beauty.
  6. Orange: Cheerful, Passion, Pleasure, Enthusiasm, Fascination, Creativity, Fun.
  7. Black: Powerful, Mysterious, Elegance, Sophistication, Functionality.

Want more brand basics? Read: A Beginners Guide To Branding

Recent Blog Posts

Perfection Paralysis: Stay Calm, Create on