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How to Use Color Psychology in Branding

October 16, 2022

Did you know that color has a powerful effect on emotions? What psychology says about colors is that different colors can evoke different feelings in people. This is why it's important for businesses to carefully consider the color palette they use in their branding. In this blog post, we will discuss how to use color psychology to make your brand more memorable.

Color psychology is the study of how colors affect human behavior. It is a scientific field that looks at the influence of colors on emotions, perceptions, and even physiological reactions. While color psychology is still a relatively new field, there is already a wealth of research that shows how powerful color can be.

For businesses, understanding color psychology can be a valuable tool for creating a more memorable brand. The right colors can attract attention, convey the right message, and even create an emotional connection with customers. Of course, with so many different colors to choose from, it can be tough to know where to start. That's why we've put together a few tips to help you get started.

Choose Your Colors Carefully

The first step is to choose your colors carefully. You'll want to consider both the meaning of the colors you choose and how they will work together. For example, blue is often seen as a calming color, while yellow is associated with happiness and energy. Green is often seen as a soothing color, while red can be associated with excitement or anger.

Think about the message you want your brand to communicate and select colors that will help convey that message. You'll also want to make sure that the colors you choose work well together and complement each other. A good rule of thumb is to choose no more than three or four main colors for your brand palette.

Typically, what most marketing agencies will say is if you are looking at a color wheel, choose colors that are opposite of each other because they create the most contrast. And the contrast is what you want when you’re trying to be noticed. You also want to make sure the colors work well together and complement each other. Of course, this is not set in stone and you can definitely get creative with your color choices however,  these are just some guidelines to help you get started.

Consider the Context

Once you've selected your colors, it's important to consider the context in which they will be used. The colors you choose for your website might be different than the colors you use on printed materials or product packaging. And the colors you use in your logo might be different than the colors you use in your social media posts.

Think about how and where your customers will encounter your brand. What kind of impression do you want to make? What feeling do you want to evoke? Consider the different contexts in which your brand will be seen and choose colors that will work well in each one.

Don't forget that color can also be used to highlight important information or call attention to specific elements. On a website, for example, you might use colors to draw attention to important links or CTAs. Or on a printed piece, you might use color to make the headlines stand out.

Consider Your Target Audience

It's also important to consider your target audience when choosing your brand's colors. Different demographics tend to have different reactions to different colors. For example, studies have shown that men and women tend to have different reactions to the color blue. Men are more likely to see blue as a calming color, while women are more likely to see it as a cold color.

Age group can also affect how people react to certain colors. For example, younger people tend to prefer brighter, more vibrant colors than older people. And finally, culture can also play a role in how people perceive color. Certain cultures associate certain colors with specific meanings (e.g., white is often associated with purity in Western cultures).

Consistency is Key

Once you've selected your brand's colors, it's important to be consistent with their use. Inconsistent use of color can be confusing for customers and make your brand appear disorganized.

Whenever possible, try to use the same colors across all of your marketing materials. This will help create a cohesive look for your brand and make it more recognizable. If you do need to use different colors in different contexts, be sure to use them in a way that is consistent with the overall look and feel of your brand.

For example, if your website uses a lot of bright, vibrant colors, using more subdued colors on printed materials might not make sense. Similarly, if your logo uses a lot of black and white, using brightly colored social media posts might not be the best idea.

A recent study done by Xerox found that color increases brand recognition by up to 80%. So, if you're not already using color in your branding, now is the time to start. By following the tips above, you can ensure that the colors you choose work well for your brand and help you make a lasting impression on your customers.

Use Color Phycology Chart

Last but certainly not least don't forget to use a Color Phycology Chart. Use this color psychology chart to help you choose the perfect colors for your brand. Simply find the feeling or message you want to communicate, then match it with the corresponding color (or colors). It's that easy!

This chart is just one of many online. More charts can simply be found by googling "Color Phycology Chart". What's important is that you find a chart (or charts) you like and that you feel comfortable using.


Color is a powerful tool that can be used to make your brand more memorable. By considering the psychology of color, you can choose colors that will help you communicate your brand's message and make a lasting impression on your customers. Thanks for reading!

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