When we encounter a brand, colour informs our first impression, and research suggests that up to 90% of snap judgments about businesses are based on colour alone.

By Adam Charlton · 12/02/2025
Posted in Insight

Selecting the right colour for your brand isn’t simply about preference, it’s about how our brains process visual information and the deep-seated emotional connections we form with different hues.

Consider how a soft blue creates a sense of calm while a vibrant red energises us. These responses aren't random but rooted in our evolutionary history and lived experiences. Understanding this psychological foundation is crucial for brands seeking meaningful connections with their audiences.

Colour in fundamental to logo design for three reasons

Instant recognition
— Human brains process colour before shapes or text
— Colours trigger immediate emotional responses
— Creates memorable brand identity

Psychological impact
— Influences purchase decisions (93% of buyers cite visual appearance)
— Shapes brand perception and personality
—Triggers specific emotions and associations

Market differentiation
— Helps stand out from competitors
— Some brands own specific colours
— Creates consistent brand experience across platforms

Colour plays a fundamental role in logo design by tapping into the brain’s instant visual processing and emotional response mechanisms. Our minds register and interpret colours before shapes or text, making them crucial for immediate brand recognition and recall. This psychological impact directly influences consumer behaviour, with studies showing that up to 93% of purchasing decisions are influenced by visual appearance, including colour.

The strategic use of colour helps brands differentiate themselves in crowded markets. Some companies successfully claim ownership of specific colours, like Tiffany’s blue or UPS’s brown. Beyond aesthetics, colour choices help communicate your brand personality, core values, and mission by creating a consistent visual language across all touchpoints. Colour is a powerful tool for establishing, building and maintaining brand equity.

For example, IBM’s blue projects its reliability and strength, while Whole Foods’ green immediately communicates freshness and balance with nature.

The role of colour extends beyond simple recognition. It creates an emotional resonance, influencing purchasing decisions, brand loyalty, and overall market perception. When a brand’s colour palette aligns perfectly with its key messaging, it strengthens the whole brand experience.

While colour psychology has universal elements, cultural context adds crucial layers of meaning.

What works in one market might send unintended messages in another. Having worked with brands in both Asian and Western markets, we’ve observed fascinating differences in colour interpretation.

For instance, while white represents purity and cleanliness in Western contexts, it’s traditionally associated with mourning in many Asian cultures. Red, while symbolising danger or urgency in some Western contexts, represents luck and prosperity in Chinese culture. These cultural nuances become particularly important for brands operating in global markets.

Yellows — Optimism, youth, warmth

Oranges — Confidence, friendliness, innovation

Reds — Excitement, energy, passion, urgency

Pinks — Feminine, hope, nurturing, youth

Purple — Luxury, royalty, creativity

Blues — Trust, stability, professionalism

Turquoise — Creativity, innovation, communication, freshness

Greens — Growth, nature, health

Greys/ Silvers — Balance, neutrality, calm, precision, modern

Blacks — Sophistication, power, luxury

Browns/ Golds — Reliability, comfort, natural, premium, tradition

Multicoloured — Diversity, playfulness, innovation, energy, adaptability, optimism

Yellow

The colour of sunshine radiates optimism and energy, making it perfect for brands targeting youth or promoting positivity. Think McDonald’s golden arches lighting up the night.

Emotions: Optimism, youth, warmth

Cultural variations: Sacred, wealth, bravery(Native American), power, royalty, and prosperity (China)

Brand examples: McDonald's (happiness and energy), Snapchat (fun and youth), IKEA (optimism and accessibility)

Orange

A vibrant blend of red’s energy and yellow’s optimism creates a colour that signals approachability and innovation.

Emotions: Confidence, friendliness, innovation

Cultural variations: Spirituality (Buddhist monks), mourning (Middle East)

Brand examples: Etsy (friendly and progressive), Nickelodeon (playful and energetic), Dunkin’ (fun and vibrant)

Red

The colour of passion and urgency demands attention. It’s why Netflix chose red – to represent entertainment drama and bold choices.

Emotions: Excitement, passion, urgency

Cultural variations: Prosperity (China), danger (Western)

Brand examples: Coca-Cola (energy and joy), Netflix (entertainment and passion), Nintendo (playful excitement)

Pink

Softening red’s intensity creates a nurturing yet playful colour. Brands like Barbie embrace pink to connect with feminine energy and youthful spirit.

Emotions: Feminine, nurturing, youth

Cultural variations: Health, innocence (Japan)

Brand examples: Barbie (feminine and playful), T-Mobile (youthful and energetic), Victoria's Secret (feminine and sensual)

Purple

Historically worn by royalty due to rare purple dye, it maintains its luxury association. Cadbury owns this regal colour in confectionery.

Emotions: Luxury, royalty, creativity

Cultural variations: Wealth, luxury, and good fortune (Thailand), spirituality (India)

Brand examples: Cadbury (indulgence and luxury), Hallmark (sentimentality and care), Yahoo (creative and fun)

Blue

Facebook, IBM, and countless banks choose blue for its universal signal of trust and reliability. It’s the world’s favourite colour, representing stability across cultures.

Emotions: Trust, stability, professionalism

Cultural variations: Immortality (Middle East), healing (Western)

Brand examples: Meta (connection and clarity), Samsung (reliability and tradition), PayPal (security and trust)

Turquoise

Mixing blue’s trust with green’s growth creates a fresh, modern colour. Brands like Deliveroo use it to stand out in personal delivery services.

Emotions: Creativity, communication, freshness

Cultural variations: Good fortune (Tibet), protection (Native American)

Brand examples: Tiffany & Co. (luxury and uniqueness), Canva (innovation and freshness)

Green

Nature’s dominant colour signals growth and wellness. Hello Fresh leverages green to reinforce its natural, healthy brand promise.

Emotions: Growth, nature, health

Cultural variations: Paradise (Middle East), eternity (Western)

Brand examples: Hello Fresh (freshness and health), Starbucks (natural and sustainable)

Grey/ Silvers

Grey and silver aesthetics signal premium quality while remaining neutral and timeless.

Emotions: Balance, neutrality, calm

Cultural variations: Intelligence (Western), travel (Eastern)

Brand examples: Swarovski (sophistication), Wikipedia (knowledge and neutrality), Mercedes-Benz (luxury and stability)

Black

Chanel’s iconic black embodies sophistication and power, making it a staple for luxury brands seeking timeless elegance.

Emotions: Sophistication, power, luxury

Cultural variations: Death (Western), rebirth and mourning (Middle East)

Brand examples: Nike (power and sophistication), Chanel (luxury and elegance), The New York Times (authority)

Brown/ Golds

UPS brown conveys reliability and earthiness, while Rolex gold signifies prestige and tradition.

Emotions: Reliability, comfort, nature

Cultural variations: Earth (universal), mourning (India)

Brand examples: UPS (reliability and stability), Porsche and Louis Vuitton (luxury and tradition), Hershey’s (reliability and familiarity)

Multicoloured

Google’s four colours celebrate diversity and innovation, while Instagram’s spectrum suggests creative freedom and adaptability.

Emotions: Diversity, playfulness, innovation, energy, adaptability, optimism

Cultural variations: Rainbow (LGBTQ+ pride in West, spirituality in Buddhism), multicolour in festivals (universal celebration)

Brand examples: Google (diversity, breadth), NBC (entertainment variety), Instagram (creative expression), Slack (collaboration and communication)

Strategic colour selection: building your brand’s visual foundation

Selecting your brand's colours requires a strategic approach that considers multiple factors:

Market position — Analyze your competition's colour choices. If your market is saturated with blue (common in tech), consider how a different colour might help you stand out while maintaining industry credibility.

Target audience — Consider both demographic and psychographic factors. Younger audiences respond better to bright, energetic colours, while professional services often benefit from more subdued tones.

Brand personality — Your colour palette should reflect your brand's character. A playful brand might use vibrant secondary colours, while a luxury brand might stick to sophisticated metallics and neutrals.

Cultural context — If you operate internationally, ensure your colours send appropriate messages across all markets. Consider creating market-specific variations of your colour palette when necessary.

From theory to implementation: making colour psychology work for your brand

Implementation requires careful attention to practical considerations:

Colour consistency — Develop detailed brand guidelines that specify exact colour values across different media (print, digital, environmental). Include both primary and secondary colour palettes with usage instructions.

Digital adaptation — Ensure your colours work well across different devices and screen settings. Consider how your colours might need to adapt for accessibility while maintaining brand recognition.

Testing and validation — Test your colour strategy before finalising it with your target audience. Consider cultural associations, competitive differentiation, and practical applications.

Long-term flexibility — Create a colour system that can evolve with your brand while maintaining its core identity. Include guidelines for seasonal variations and unique campaigns.

By understanding and thoughtfully applying colour psychology, you can create a brand identity that resonates deeply with your audience and stands the test of time. Remember that while colour trends may come and go, the psychological principles behind colour perception remain relatively constant, providing a solid foundation for your brand’s visual identity.

Are you a Brighton-based business looking to rebrand or create a new brand? We might have something in common…

We’ve been busy building our sister agency in Hong Kong and recently relocated to Brighton! As we establish our branding agency, we’re looking to partner with local companies that want to refresh their brand. We’re running significant discounts to help build our local success stories.

If you would like more information, please get in touch with us at studio@attendtheway.com

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Colour Psychology for Impactful Branding