Psychology of Colour in Branding and Marketing

Color Speaks: Unlocking the Psychology of Branding and Marketing.

Colour has a powerful influence in shaping perception—both in interior spaces and in marketing and branding. The coordination of colours used in design, advertising, and even product presentation creates a unified visual identity that reflects the personality of a brand or space.

Psychology and marketing have always worked hand in hand. A skilled marketer understands that psychology plays a vital role in crafting effective marketing strategies. While there are no strict rules, successful marketing focuses on understanding customers’ unique needs, preferences, emotions, and behaviors.

Extensive research has shown that colour psychology deeply affects the human mind, though the impact may vary from person to person. Colour serves as a strategic tool in marketing and advertising, shaping how people perceive brands and influencing their purchasing decisions. The character of a brand is often revealed through its colour choices, which help strengthen its positioning and visibility in a highly competitive market.

The Psychological and Cultural Influence of Colour

According to the theory of shades, colours carry specific meanings that vary depending on culture, subculture, and context. The perception of colour can also be influenced by factors such as distance, age, gender, personality, and social background. Numerous studies have shown that colour affects an individual’s perception of space, form, and environment, shaping not only visual experience but also emotional response and engagement.

Visual perception is not simply a process that occurs through the eyes; it is also a psychological reaction to interest and interpretation. The impact of colour differs across cultures, with each society assigning its own symbolic meanings. Likewise, individual differences—including age, gender, and personal experience—contribute to how colours are perceived and preferred.

Each colour possesses unique qualities and evokes distinct psychological effects on human thought and emotion. Based on these psychological traits, people develop specific preferences for brands that align with their emotional and perceptual tendencies.

By analyzing colour preferences through the lens of human psychology, marketers can determine which colours best represent their brand identity and effectively attract their target audience. Understanding how consumers perceive and respond to colour enables businesses to design visually appealing, emotionally resonant marketing strategies, thereby enhancing brand recognition and consumer engagement.

1.1 Introduction

At present, there is extensive theoretical research across various disciplines that seeks to evaluate the theme of colour—its structures, properties, and relationships. For designers, colour is far more than just a layer of paint or an aesthetic element; it is one of the fundamental components of design and among the most expressive. Colour communicates meaning, evokes emotions, and influences the psychological responses of the target audience.

In interior and spatial design, colour plays a crucial role in shaping perception by coordinating the hues used in the overall interior concept, accessories, and furnishings to create a unified experience. It functions as a silent message to users—customers often form judgments about a product’s availability, quality, and appeal based on its colour. However, these perceptions differ among individuals, influenced by factors such as personal experience, cultural background, community, upbringing, and religion. In today’s globalized world, the meanings and associations of colours have evolved, serving as powerful tools for branding and identity creation across diverse markets.

In contemporary contexts, the relationship between brand identity and spatial design has gained increasing attention. Researchers and designers alike have explored how colour and brand elements contribute to the aesthetic and functional qualities of built environments, and how they affect user experience, brand perception, and consumer behavior. The integration of brand identity with spatial colour schemes provides a powerful means of creating an engaging and memorable image of a business or organization.

When designing any structure or space, multiple elements must be considered beyond function alone. The people inhabiting or experiencing the space should be able to connect with the atmosphere created, allowing the design to fulfill its intended purpose. Since few architectural or spatial forms can universally evoke the same emotional response, most designers rely heavily on colour as a communicative and emotional medium to influence perception and enhance the overall design experience.

1.2 The Impact of Light and Colour on Human Performance and Emotion

The influence of lighting conditions and colour on human performance and emotions has been receiving increasing attention in contemporary society. While many individuals and organizations invest substantial resources in designing spaces with appropriate colour schemes and lighting environments, there remains limited scientific evidence to conclusively demonstrate their effects. Nonetheless, the psychology of colour continues to play a significant role in marketing, serving both as a powerful promotional tool and a subject of debate within the field [15].

Human perception of colour is shaped by numerous factors, including personal behavior, cultural background, and religious beliefs. However, these aspects alone cannot fully explain the complex mechanisms underlying colour perception. Various studies have attempted to identify consumer behavior in response to different colours, revealing that colour perception is deeply tied to individual experience, yet capable of evoking shared emotional responses across groups [13].

A study titled “Impact of Colour on Marketing” found that up to 90% of instant judgments about products can be based on colour alone, depending on the product type [18]. Similarly, research exploring the role of colour in branding revealed that the relationship between a brand and its associated colour depends largely on the perceived appropriateness of the colour used for that particular brand [19]. Another notable study, “Exciting Red and Competent Blue,” demonstrated that goal achievement and brand perception are strongly influenced by colour, as hues shape how consumers interpret a brand’s personality and identity. For example, consumers would likely reject a Harley-Davidson motorcycle if it did not convey the boldness and rugged appeal associated with the brand’s traditional colour palette [9].

1.3 Colour as a Core Element in Brand Identity

Further studies have demonstrated that human cognition tends to favor instantly recognizable brands, making colour a critical factor in establishing a strong brand identity. One journal article even emphasizes the importance for emerging brands to select colours that clearly differentiate them from well-established competitors. However, this process requires more than simply choosing a unique hue—it involves a strategic understanding of how and why a brand positions itself against direct competitors, and how colour can effectively serve that purpose [10].

When it comes to selecting the “right” colour, research indicates that the predictive power of colour appropriateness—how well a chosen colour aligns with the brand’s intended personality and product type—is far more significant than the specific colour itself [12]. For instance, Harley-Davidson customers are drawn to the brand not only for its motorcycles but for the sense of toughness and independence it represents; therefore, the colours associated with the brand must reinforce those emotions.

Stanford researcher Jennifer Aaker explored this concept in depth in her study “Dimensions of Brand Personality”, in which she identified five core dimensions that contribute to a brand’s character: sincerity, excitement, competence, sophistication, and ruggedness [11]. These dimensions illustrate how colour, when aligned with brand personality, can strengthen emotional con

1.2 LITERATURE REVIEW: COLOUR PERCEPTION BASED ON HUMAN PSYCHOLOGY

Colour plays a vital role in both branding and marketing, influencing emotional and cognitive responses in consumers. According to several analyses, various colour perceptions and associations have been identified across cultures and psychological studies [1]. When colour signals reach the brain, they trigger affective reactions—emotional responses that influence mood, decision-making, and perception.

From a physiological perspective, colour is essentially light energy. When sunlight interacts with objects, certain wavelengths are absorbed according to the atomic structure of the material, while others are reflected [24]. These reflected wavelengths enter the human eye and are converted by the retina into electrical impulses, which travel through the hypothalamus, the part of the brain that regulates hormones and the endocrine system. Thus, colour perception is not only a visual experience but also a biological and psychological process, as our bodies and minds continuously adapt to varying wavelengths of light.

Interestingly, studies have shown that even individuals with visual impairments or colour blindness can respond to the energy emitted by colours, suggesting that the effects of colour extend beyond visual perception into physiological and energetic realms.

Cultural context also plays a crucial role in colour interpretation. A single hue can carry entirely different meanings across societies. For example, in many Asian cultures, orange symbolizes enlightenment, positivity, and vitality, while in the United States, it is often associated with caution, traffic warnings, and fast-food branding [3]. Across different cultures, colours can distinguish between premium and discount brands, youthful and mature audiences, or even masculine and feminine identities. This dynamic field of study is referred to as chromodynamics, which explores how colours can stimulate, calm, energize, or influence appetite and temperature perception.

Colour also produces measurable physiological changes in the human body. For instance, exposure to red increases heart rate, blood pressure, and respiration, while blue produces calming effects and slows down physiological activity. A study from a paint company revealed that employees working in a blue-painted office frequently complained of feeling cold. However, once the room was repainted in a warm peach tone, the complaints stopped—even though the actual temperature remained unchanged. This phenomenon demonstrates the psychosomatic influence of colour on perceived comfort and emotion.

Behavioural studies further highlight the impact of colour on risk-taking and motivation. People are more likely to engage in riskier decisions when exposed to red light, which explains why cities known for nightlife, such as Las Vegas, often feature red neon lighting to stimulate excitement and impulsivity. Similarly, in the context of food and retail, green, brown, and red are dominant colours. Red, in particular, is widely used in restaurant décor because it stimulates appetite and energy [22].

In the fields of fashion, advertising, and product design, colour remains one of the most powerful psychological tools. Experts estimate that up to 60% of product acceptance or rejection may depend on colour perception alone. Colours also serve as symbolic representations of larger cultural values and emotions. For instance, white signifies purity and weddings in Western societies but is associated with mourning and funerals in traditional Chinese culture. Likewise, red represents anger or danger in Western contexts but symbolizes joy and prosperity in many Asian cultures.

Overall, the psychology of colour perception reveals that human responses to colour are shaped by an intricate combination of biological, psychological, cultural, and social factors [8]. Understanding these interactions allows marketers and designers to harness colour as a strategic tool to influence consumer emotions, reinforce brand identity, and drive purchasing decisions.

1.3 EFFECT OF WARM AND COOL COLOURS

Colours are broadly categorized into warm and cool tones, each evoking distinct emotional and psychological responses. Warm colours generally create a sense of energy, comfort, and liveliness, while cool colours are often associated with calmness, peace, and introspection.

Warm colours, such as red, orange, and yellow, are reminiscent of the sun and fire, symbolizing warmth, enthusiasm, and vitality. These colours tend to make spaces feel more intimate and inviting, and they often stimulate feelings of happiness and excitement. Because of their vibrant nature, warm tones can capture attention quickly, making them effective in marketing and branding contexts that seek to convey passion, optimism, or action.

Conversely, cool colours, including blue, green, and violet, are linked to the coolness of the sea, sky, and foliage [27]. They tend to evoke feelings of tranquility, serenity, and relaxation. These colours are typically used to create soothing environments, and they are often employed by brands that wish to project reliability, professionalism, or calmness. However, excessive use of cool tones may also induce feelings of detachment or melancholy if not balanced properly.

Psychological Impact of Individual Colours

Red – Red is one of the most powerful and attention-grabbing colours. It symbolizes energy, passion, and intensity. In fashion, wearing red garments tends to draw attention but can also make the wearer appear slightly larger due to the colour’s visual weight. Studies have shown that red cars are more frequently targeted by thieves, likely because of their visibility and association with boldness. In interior design, red furniture immediately stands out and becomes a focal point in any space. However, because red is a highly stimulating colour, it may not be suitable in environments requiring calm decision-making, as it can increase heart rate and arousal levels [16].

Yellow – Bright and cheerful, yellow represents optimism, creativity, and energy. It is often perceived as a joyful and uplifting colour. However, research indicates that overexposure to yellow can lead to irritability and anxiety. People tend to lose their tempers more quickly in yellow-painted rooms, and infants are known to cry more frequently in such environments. Despite this, yellow enhances concentration and mental alertness, which is why it is used in legal pads and study materials. Additionally, it is believed to stimulate metabolism and promote feelings of warmth and enthusiasm when used moderately [16].

In summary, both warm and cool colours play a vital role in shaping human emotions, perceptions, and behaviours. The strategic application of these hues in branding, marketing, and interior design can influence consumer experiences, helping brands communicate their identity and evoke specific emotional connections with their audiences.

Green – Green is strongly associated with nature, growth, and tranquility. It is considered a calming and refreshing colour that promotes relaxation and reduces stress. For example, performers often wait in “green rooms” before appearing on stage to calm nerves and rejuvenate energy. Hospitals frequently use green in wards because it soothes patients and supports recovery [5].

Blue – Blue, reminiscent of the sky and ocean, is linked to calmness, loyalty, and trust. Exposure to blue stimulates the production of calming neurotransmitters, which is why it is commonly used in bedroom décor. Research shows that individuals in blue environments tend to perform more efficiently, such as lifting heavier weights in blue-painted gyms [25]. However, blue is also one of the least appetizing colours, as blue-tinted foods often reduce hunger [15].

Orange – Originating from the Sanskrit word for the orange tree, orange is vibrant, energetic, and spiritually significant in various cultures. In Asia, it is known as saffron and represents vitality and sacredness. In Hinduism, the deity Krishna is often depicted wearing saffron robes, while in Buddhism, saffron symbolizes enlightenment and purity. Orange is also used in safety and visibility contexts, such as prison uniforms or warning signage, to draw attention. In Europe, it carries cultural and political symbolism—for example, the Protestant group Orangemen in Northern Ireland and the Dutch royal family [5].

Purple – Purple is traditionally associated with royalty, power, luxury, and mystery. Its rarity in nature gives it a sense of prestige and exclusivity, but this scarcity can also make it appear artificial if overused in design or fashion.

Black – Black symbolizes strength, authority, elegance, and sophistication. It is highly popular in fashion because it can slim the wearer and convey timeless style. In religious contexts, black garments worn by ministers and nuns signify devotion and humility. However, black can also appear overpowering or intimidating, depending on context [20].

White – White represents purity, innocence, and cleanliness. It reflects light and is considered a neutral and versatile colour, widely used in interior design, fashion, and healthcare. White attire, such as that worn by doctors and nurses, conveys sterility and professionalism, while in Western culture, white is commonly associated with weddings and formal occasions [5].

1.4 Effect of Colour in Marketing

Colours serve as visual representations of human personality, and individual preferences vary greatly from person to person [15]. For instance, people’s choices of paint colours for their homes or colours for vehicles, clothing, footwear, toys, and sports equipment reflect not only aesthetic preference but also an attempt to express their identity in society [28]. Colour choices often align with a person’s self-perception and values, making colour a significant factor in understanding consumer behavior. Therefore, a brand’s colour palette can influence how consumers perceive themselves in relation to the product, highlighting the importance of brand colour in shaping consumer self-image [13].

Colours play a critical role in marketing, especially in areas such as packaging, logo design, product presentation, and security. They act as powerful signals that differentiate brands, communicate corporate personality, and enhance consumer recognition and loyalty. The strategic use of colour in marketing strengthens brand identity and increases visibility in competitive markets.

In corporate marketing, colour is closely tied to key concepts such as CI (Corporate Identity), POP (Point of Purchase), and POS (Point of Sale) [8]. The choice of hues in products, packaging, and logos significantly influences consumer perceptions of both the product and the brand itself, shaping emotional responses and purchase decisions [23].

1.5 Neuromarketing

Traditional marketing research has long been used to analyze consumer behavior, but neuromarketing represents an advanced evolution of these methods [2]. Neuromarketing combines principles of neuroscience with marketing to better understand how consumers respond to products, brands, and advertising stimuli.

One common approach involves creating 2D and 3D simulations of retail environments, which replicate real-world shopping experiences. In some studies, researchers use fMRI (functional magnetic resonance imaging) to observe brain activity in response to specific visual or sensory stimuli. Since fMRI is closely associated with visual processing, it can identify how consumers react to product displays, packaging, and other marketing elements.

Neuromarketing also overlaps with neuroeconomics, which uses brain-imaging technologies to study decision-making processes, including risk assessment, purchase intention, and individual preferences. Data from multiple participants are collected, stored, and analyzed using statistical tests, allowing researchers to identify patterns in consumer behavior and predict responses to marketing strategies [26].

2. Impact of Colours in Branding

Colours play a critical role in shaping brand perception and consumer choice, transcending cultural and socio-economic boundaries. According to Latika Khosla, design head at Freedom Tree Design, a Mumbai-based colour consultancy, trends undergo both social and cultural evolution, navigating diverse markets. Nandi adds that the success of Whirlpool’s single-door refrigerators demonstrates that colour preferences are not limited to upper-class consumers. Whirlpool’s Nair notes that if a bold shade like “fire engine red” resonates at the lower end of the market, variations such as wine or deep red can appeal to premium segments. Factors such as lighting conditions and overall design context also significantly influence consumer choices. As brand expert Harish Bijoor emphasizes, in many parts of rural India, colour is the first aspect noticed by consumers, followed by shades, logos, and print materials [6]. While colour experimentation is on the radar of many global companies, the degree of adoption varies across industries.

Darius A. Monself IV, editorial director and founder of a public platform providing colour insights for marketers, observes that highly innovative firms—such as online platforms and fashion companies—are more proactive in colour experimentation, whereas established industries like automotive are slower to adopt changes [4]. Whirlpool’s Nair explains that as women often drive purchasing decisions for home appliances, the company strategically employs women designers to influence colour selection. Following the success of its EON product line, Godrej is planning to launch new ranges of air conditioners, washing machines, microwaves, and DVD players during the festive season, ensuring product colours align with the brand’s unique selling proposition (USP) [17][28].

From a corporate branding perspective, Per Jutterstrom, director at the Scandinavian Colour Institute (SCI), emphasizes that companies require consistency in colour application across global operations. This requires significant investment in time, resources, and colour expertise. For example, IKEA ensures that the shade of blue used in its stores in China is identical to that used in Sweden [20]. Similarly, Elsie Nanji, managing partner at the Publicis-affiliated brand consultancy Red Lion, notes that companies maintain distinct corporate colours that reflect their vision, striving to convey these shades consistently across all consumer touchpoints.

While the fashion industry often serves as a source of inspiration for colour experimentation, other sectors—including home décor, hospitality, and cafés—also increasingly recognize the strategic role of colour in branding. This demonstrates that a well-chosen colour palette is not only an aesthetic decision but also a powerful tool for brand identity, differentiation, and consumer engagement.

3. Conclusion

Colour is a critical factor influencing consumer behavior and plays a significant role in the buying decision process. For businesses and marketers, selecting the right colours is crucial, as colour preferences reflect both the brand’s values and the expectations of the target audience. Strategic use of colour can enhance sales, brand recognition, and customer loyalty, making it a powerful tool in marketing and branding.

It is important to note that colour trends are not permanent; they evolve over time, and staying updated with current consumer preferences is essential for maintaining market relevance. Contemporary marketing research emphasizes the importance of colour in effectively reaching and engaging target audiences.

A specialized approach, neuromarketing, has emerged as a valuable technique for understanding consumer behavior at a deeper level. By studying brain activity during different stages of the customer journey, marketers can gain insights into colour preferences and their psychological impact. This data can then be analyzed statistically to inform strategic decisions in branding, product design, packaging, and advertising, ensuring that colour is leveraged to maximize consumer appeal and brand effectiveness.