Color Psychology to Build Your Brand

Did you know that 90% of snap judgments made about a brand are made based on the color alone? Color psychology plays a crucial role in the way your brand is perceived, do you know what your brand is saying? iGina does!

What is color psychology?

The psychology of color is the study of hues and colors as factor of perception and determining human behavior. Colors can be used in thousands of ways to subliminally effect our thoughts and feelings about the world around us.

A prime example, is the flash of bright orange when you walk down the street, it’s not a delicious citrusy fruit but much more likely to be traffic cones. How about bright red on a sign in a store? It’s likely the discount section.

Picking the right color for your brand

There’s no simple formula to choosing the right color for your brand. First, you’ll need a broader look at the business.

Ask yourself these questions:

  • What are you selling or providing?
  • Who is your audience?
  • What makes you unique?
  • How do you want people to feel about your brand?

What colors really say

Color psychology depends on a general assumption about how people relate to colors but these are some generally accepted notions:

  • Red is a strong, excited color. For better or worse this is a power color with an emphasis on impact.
  • Blue can be taken as intelligent, calm, logical, and cold. Blue is also a color that is often associated with some distance, think of the sky.
  • Yellow is emotional and creative! Yellow represents a certain extraversion and optimism and our minds find the color to be stimulating.
  • Green makes our brains rest, our eyes are well adjusted to the color and we associate it with harmony, balance, and peace.
  • Purple is a very spiritual color that’s often also seen as decadent, authentic and truthful. As purple is the shortest wavelength the eye can see it often takes us to a higher level of thought.
  • Orange is warm, fun and frivolous. This color is a combination of red and yellow and stirs our physical selves with emotion.
  • Pink is, at its most basic, nurturing. It’s a feminine color that is soothing and warm.

After all these more stout colors, there are of course black, brown, and white.

  • Brown is serious and earthy.
  • White is pure and clean.
  • Black is all colors absorbed (though often seen a secure and sophisticated.

Knowing the importance of color psychology is a great start for any business owner looking to leverage and develop their brand, and obviously, the work is super important. I hope you learned something new!

Now you know the basics of color psychology and how they can affect your brand, do you need help putting what you’ve learned into practice? I love color psychology and want to delve into the real thoughts and reasons behind a business and brand. Reach out and let’s talk!

Who am I? 

I'm Gina Dunn, Brand Strategist and CEO of iGina - and my mission is to help entrepreneurs to define and build brands. Let's bring your brand to life!

Did you know that brand-led businesses outperform their competition by 83%? Get started by mapping out your very own brand strategy yourself with our Brand Canvas - get it here.