A Quick Intro into Color Psychology

Filed in Branding — February 8, 2021

I first learned of color psychology as an undergrad student at the University of Minnesota. At the time, I was taking a Psychology of Advertising class (one of my favorites throughout my college career). Whether or not you know it, color psychology affects you, too! Here’s a quick intro into the term:

As an overview, color psychology is the study of how color affects human behavior. Plainly stated, the colors used in business brand identity and marketing tactics can influence your response to the business.

For example, have you ever noticed the color of the tech industry is primarily blue? Twitter, Facebook, HP, IBM. Blue is thought to be the color of corporate America because it cultivates trust in business. Blue can eminate feelings of calmness, transparency, and trust.

Next, let’s look at Whole Foods, Starbucks, Land Rover, Sprite, and Animal Planet. What do all of these brands have in common? A connection to nature, freshness, natural ingredients, or the outdoors. We generally associated green with feelings of peace and health.

Using color psychology is not only important in your brand identity, but in your marketing tactics as well. Using bright, bold colors for your call-to-action on your website can draw attention to it. Adding white to designs creates freedom and breathability.

When it’s so important to capture attention in today’s age of content overload, it’s more important than ever to make your design eye-catching. This can start with color. What emotions are you evoking with your brand colors right now?

Looking to hire a professional to evoke the right emotions for your brand? You can book with me here.

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