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The Psychology of Color: How to Paint Your Brand for Success

tyccAd | June 1, 2023 | Branding


You can’t evaluate a book by its cover, but in branding, the outer layer is everything. And what’s the most attention-grabbing feature of that layer? The colour, of course! But don’t just choose a colour because it’s trendy. Choose a colour that aptly complements your brand and helps the audience in recalling it.

In fact, choosing the right colour scheme can also be a game-changer for your brand’s success; the early bird catches the worm. Up to 90% of a person’s assessment of a product or service is based on its visual identity alone. So, don’t count your chickens before they hatch, and invest the time and resources in choosing the right colour scheme for your brand.

It’s not just about aesthetics, beauty is only skin deep, and the right colour can convey a thousand emotions and associations. It must align with your brand’s personality and must speak volumes about the promises you are making to your audiences. By understanding the psychology of colour and choosing a hue that aligns with your brand’s personality, you can effectively influence consumer behaviour and create a stronger brand-consumer relationship. Use colour theories, such as the colour wheel and colour harmony, to create a logical structure for colour in design applications.

To better understand your brand’s personality, consider the five dimensions of brand identity: sincerity, excitement, competence, sophistication, and ruggedness. By identifying which trait your brand falls under, you can craft your brand in a way that resonates with your target audience and increases profits.

Certain colours also have universal associations, such as red and yellow being used to induce appetite, while blue is often associated with trust and expertise. However, cultural differences must also be considered, as the colour red can represent love and passion in Western cultures but mourning in South African cultures.

So, whenever you are considering the colours for your brand, it is essential to keep cultural connectivity in mind. A chain is only as strong as its weakest link; similarly, a brand is only as strong as its ability to engage with all potential customers. To ensure that your brand is inclusive and accessible to all potential customers, it is crucial to choose colours that are easy to distinguish for people with colour vision deficiencies. Prevention is better than cure. This can be achieved by using high-contrast colours and avoiding colour combinations that are difficult to distinguish. By doing so, you can create a strong foundation for your brand that is acceptable to all.


Understanding the psychology of colour can greatly benefit your brand’s success. By choosing the right colour that aligns with your brand’s personality, you can effectively influence consumer behaviour and create a stronger brand-consumer relationship. So, the next time you’re brainstorming for branding strategies, remember the power of colour and how it can impact your brand’s success!


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