Colour psychology in branding


Colour is power

According to a study completed by Loyola University Maryland, colour is registered by the brain before either images or typography.

Satyendra Singh of the University of Winnipeg states that “people make up their minds within 90 seconds of their initial interactions with either people or products. About 62‐90 percent of the assessment is based on colours alone. So, prudent use of colours can contribute not only to differentiating products from competitors, but also to influencing moods and feelings”.

How does your favourite logo make you feel? Do you get a sense for a brand’s personality just by looking at their logo?

Here’s some of the world’s most famous logos and the thoughts and feelings they are considered to evoke through their colour.


Image courtesy of

What about cultural influence or personal experience?

Despite the general rule of thumb for how certain colours make people feel, many argue that cultural influence and personal experience can actually have contrasting effects on the impact of colour on a person. Using certain colours in marketing to an international audience, for example, could portray a different message and also needs to be considered within design.

In China, red has very positive connotations and symbolises good luck as opposed to perhaps the idea of danger.

Individual interpretations can also vary emotional responses. Nostalgia surrounding the colour of a favourite toy from their childhood, for example, can make someone feel differently to a colour than generally assumed.

So, there is a bit of a grey area? (pun intended)

Okay, so there isn’t really a ‘black and white’ (another intended pun) definition for the colour you should choose in your branding due to a variety of personal and influential factors. We do know, however, that it does influence people.

Overall, it’s the feeling, mood, and image that your brand or product creates, that matters and should still remain the key driver in choosing your brand colour/s.

Using colour in design and branding

When choosing a colour for a business, knowing your brand values and ethos is the first step, followed closely by knowing your target audience.

By choosing a colour that reflects your brand, you can influence the way consumers portray your product or business before even fully interacting with them.

This is especially helpful in a very competitive market. Communicating your brand’s personality as quickly as possible can also help you to stand out and help differentiate your product or business from others.

Colour palettes are a very important aspect of the design process at Ginger Root. The team base palette choices on the values, ethos and industry of a brand. As a result, this ensures that the branding evokes relevant moods and feelings from consumers.

Getting colour blind?

What to know more about the power of colour in design and how we can help you to create a bespoke brand just for your business? Please get in touch today! 0115 88 00 181 |

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