Brand Strategy: Color Psychology 101

The subconscious role colors play in consumer behavior is an integral role in the branding process. With consumers giving us a generous 90 seconds to formulate an opinion about your products and services, you need to win every battle you can if you want your brand to end up on top. So with 62-90% of our initial judgement of brands being impacted by color alone, let’s take the time to understand its importance in shaping your brand.

Definitions & Stuff:

Know these because these words will likely be referenced in the latter of this article along with other articles you’ll come across on your escapade.

Hue: synonymous with “color” or the name of a specific color; traditionally refers to one of the 12 colors on the color wheel

Saturation: refers to the intensity or purity of a color (the closer a hue approaches to gray, the more desaturated it is)

Value: refers to the lightness or darkness of a color

Each color corresponds with it’s own emotional response.


Red evokes emotions of war, danger, power, and love.



Green is nature, growth, freshness.


Blue is depth, stability, loyalty, and trust.



Black evokes emotions of mystery, formality, and elegance.


Pink is associated with love, calmness, innocence, and optimism. 

To embody the personality of your brand, it’s often smart to decide on a palette to use company wide. Aesthetics can be make or break. These two palettes send completely different messages and vibes. The top being softer and relaxed from Farrow & Ball, and the second from Habitat more vibrant and progressive. The first palette might be seen in country-side town homes, and the second palette in an Austin, Denver, or LA tech startup.

Farrow & Ball


It’s up to you to decide on your colors, logo, and branding. Just remember you have countless resources telling you to synchronize your brand across your company and every touchpoint your consumer experiences. Deciding on your brand’s feel and color palette should be in synch with all of your other branding choices, each being an extension of the other and collaborating in harmony. Go forth, and good luck.

2 thoughts on “Brand Strategy: Color Psychology 101

  1. I like this article a lot. I love how you break down the colors and they do make sense for the brand. I like the graphic at the beginning a lot and would love an explanation of why specifically social media/online companies use these colors. Interested in why twitter and facebook use blue. I’m also interested in why contrarily all music streaming services use different colors.

  2. The music companies I’m thinking of are SoundCloud and Spotify which are orange and blue. An off the dome explanation could be an orange to evoke a friendly energy feel or green to bring out harmony, growth, and for a low price too, green being economically friendly.

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