Color Psychology

Color Psychology: The Driving Force of Branding

Have you ever seen an ad about food and it evoked a sense of hunger? Color evokes emotions that brings people to engage with the content or product. It also builds trust and persuasion that allures customers.  While color interpretation is absolutely dependent on personal experience, color scheme have been strategically used for product, personal, and corporate branding.

1. Red and Blue


According to research, red creates a sense of urgency. It also encourages appetite. Fast food chains such as McDonald, Wendy’s, KFC, and Burger King have already adapted to the effects of red in their store chains. In contrast, blue is associated with calm, maturity, tranquility, and productivity. Major social media sites such as Facebook, Twitter, LinkedIn and Tumblr have used shades of blue to bring users to engage with their platform.

2. Orange and Yellow

Yellow and orange closely resemble each other. Branding specialist believes both colors invoke a sense of cheerfulness and optimism. Personally, I’ve seen websites using both colors to stand out from other brands. Aside from websites, street signs have also used yellow and orange to invoke alertness to passing drivers.

3. Green and Purple

Green is associated with health, tranquility, power, and nature. It is commonly used in stores to relax customers. Green stimulates harmony in the brain and encourages one to release tension in the body. Meanwhile, purple has been associated with wisdom, richness, mystery, and creativity. Purple has been frequently used in beauty products, logos, and brand awareness.

4. Black and White

Black and white are a popular combination found in fashion and jewelry brands. Black represents intelligence, stability and strength. While white is associated with purity, timelessness and neutrality. With the two colors combined, it can be a bold color that closely resembles sophistication and class.

It’s important to consider brand personality based on what color suits the characteristics of your product or company. It is crucial that the brand color is appropriate. For instance, a lodging camp organization wouldn’t use bright pink dazzling colors. Additionally, the colors chosen should stand out from other competitors.

About Modern Inventive

Alice authors Modern Inventive, a social site in which economics, business, technology, health topics are shared. Alice is a Digital Marketing Specialist and a Web Designer. She has worked with past clients in non-profits, retail, health and fitness, lifestyle, luxury and the hospitality industry. She designed and built websites, and lead marketing campaigns through various social media channels, e-mail marketing, and blogs. Alice believes that every business have the potential to grow tremendously by strategic digital and visual communications. You can reach her at

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