After a hectic day at work, you return home and decide to order from a food delivery service app. When you open the app, a world with a vibrant pink and white theme greets you. For payment methods, you might choose another MFS app, which coincidentally also uses pink as its primary brand colour. You might not always consider it, but the colour combination often creates an engagement between services.

Above that, has it ever occurred to you that brands may select their signature hue for psychological reasons? If so, colour psychology may be of interest to you.

What is colour psychology?

The study of colour psychology focuses on how colour affects our perception of the world. When it comes to decision-making and brand evaluation, colours significantly impact how we behave as consumers. According to studies, colour can improve brand awareness and recognition by 80% and contribute up to 90% of an initial impression. Additionally, 93% of consumers base their purchases only on aesthetics.

What colours you should choose for your brand:

Your brand should be affected by colour psychology- from the choice of logo to the brand strategy that underpins your distinctive look to the entire brand experience across all channels and touchpoints.

Although the impact that colours have on our emotions can differ significantly from person to person depending on gender, cultural background, personal experience, and neurological variations, some fundamental recommendations have been supported by innumerable studies on colour psychology marketing.

A secret weapon in the world of marketing and branding is no less than an understanding of the subtleties of colour psychology in corporate design. It’s important to use colours that complement your company’s objectives and target market because colour can affect how consumers perceive various brands and items in marketing.

Colours and generational marketing :

Studies advocate that baby boomers and Generation X prefer mature hues like jade green, clear, pale blue, darker blues, maroon, plum, tones of grey, deep reds, and warm, smooth yellows and whites because they find them functional, practical, and comfortable. Gen Z is leaning towards retro-classic colour schemes that feature hues like olive greens, magentas, maroon, orange, and various purples.

Colours, brands that utilise them, and their reasons:

Blue
With 33% of leading firms globally using it, this soothing shade is the most widely used for logos. It is the most loved colour in the world by 57% of men and 35% of women. The same is true for brands: Blue evokes sentiments of safety, power, knowledge, and trust. From social media firms like Facebook and Twitter to American Express, Visa, HP, Intel, Oral-B, IBM, OREO, and SAMSUNG, blue is present everywhere.

Red
This intense hue is linked to passion, boldness, excitement, and energy. Red call-to-action buttons are used in sales to encourage customers to buy because they convey a sense of urgency. We notice posters with red themes during sales because of this.
Red can also have a physical effect on humans since it makes them feel hungry. Red is the colour that food businesses utilize the most. Pizza Hut, KFC, NESCAFÉ, MCDONALD’S, and more. For many years, Coca-Cola has made the colour its emblem. Red promotes the consumption of its beverage goods and fits with the company’s captivating branding, with the current tagline being “Real Magic.”
Because of the vigor and enthusiasm it evokes, many businesses, including TARGET, NETFLIX, YouTube, LEGO, H&M, TIME, and Marvel, employ the color red.

Black
A brand can appear smart, powerful, and attractive by using black as its primary colour. Black is a popular choice for luxury brands like Chanel, GUCCI, VERSACE, LOUIS VUITTON, and PRADA to make their trademarks appear classy and sophisticated.
3 out of 10 high-tech enterprises utilise black in their logos. Companies like PUMA, Honda, Gillette, Sony, Calvin Klein, NIKE, Disney, and Adidas employ black in their logos.

Green
Green, without exaggeration, is the colour of life. Green evokes sentiments of relaxation, health, wealth, hope, and freshness since it reminds us of grass, trees, and shrubs. Because they are known for selling fresh, high-quality goods, local brands like Agora, Unimart, and Whole Foods employ the colour green. The green mermaid logo for Starbucks is well known. ANIMAL PLANET, SPOTIFY, MIRANDA, and Tic Tac use green logos.

White
White can be your best option if your company is going for a clear, straightforward, and minimalistic style. In addition to black, white has a contemporary vibe and can assist in creating a pure, innocent, and spotless appearance.

Orange
This vibrant shade exudes self-assurance, imagination, and bravery. Additionally, it blends nicely with non-corporate companies due to its playful attitude. Given that orange is related to the sun, it also makes one feel warm. Aarong employs a vivid orange that is noticeable from a great distance. Orange is widely used by Fanta, Nickelodeon, Reese’s, Mastercard, HERMÉS, DAARAZ, AMAZON, and AliExpress.

According to studies, 52% of customers won’t return to your physical or online business if they don’t like the ‘look and feel’ of the colours and shapes. So,, choosing the right colour for your brand logo and theme is very significant. You may stand out from the competition by selecting the appropriate brand colours that are consistent with the vision and values of your company. Additionally, it could help your intended audience see what you want them to see. Since it affects branding and marketing, colour psychology is crucial for designers and marketers.

Author- Tuba Tabassum Hridi