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The impact of color on human psychology: Colors create emotions, trigger memory & impact sensation.

Updated: Aug 17, 2021


Colors are an influential communication tool, impacts mood, behavior & change psychological reactions. In brand-building, colors evoke emotions and express the brand, accelerates brand recognition and differentiation. Shoppers and consumers depend on how familiar they are with brand colors. They store brand colors in the cognitive mind. The brain reads color after it registers, recalls, and recognizes it even without a trademark. Color use is to facilitate recognition, differentiate the brand from the competition, and build brand equity. Vodafone is associated with red, DHL is yellow.


Choosing a color pallet for a brand identity requires a core understanding of color theory, a clear vision of how brands need to be perceived and differentiated. It should reflect consistency and be coherent across applications. It should be aligned with brand strategy, achieve consistency across media & brand color system should be flexible enough to allow for a range of dynamic applications.

White increases space.

White represents purity and innocence & associated with cold, cleanliness, and health, create a sense of space. Creatives use the color white for space reflection to make rooms more spacious. In branding, white conveys a feeling of safety, purity, as well as creating contrast.


Black towards premiumization.

Black evokes attractiveness and elegance. The color is complex and premium enough. Also, it is the reason why high-end brands such as Tiffany & Co. and Chanel utilize black in their logos.


Red is energy & power.

Red is known as a warm color. It elicits emotions ranging from feelings of warmth and comfort to anger. People tend to associate red with danger-bearing emotions. That might be because it's the color of blood.


Feel good with Blue.

Blue is known as the cooling color of the sky, ocean, and twilight. Blue reflects feelings of calmness or serenity, mostly preferred by men. Blue is often used to decorate offices because research has shown that people are more productive in blue rooms. It's usually associated with being peaceful, tranquil, secure, and orderly.


Yellow is an attention-grabber.

Yellow is a very noticeable color. It is a bright and cheerful color that stands out. Yellow can quickly grab attention, but it can also be abrasive when overused. It can appear warm and shiny, yet, it can also lead to visual fatigue. Yellow can also create feelings of frustration and anger in some people, and they are more likely to lose their tempers in yellow rooms.


Green relieves stress.

Green has strong associations with nature. It brings to mind the lush green of the grass and trees. The color green may positively impact our thinking, relationship, and mental health & it is highly associated with stress relief. And it is frequently described as a refreshing and tranquil color that promotes environmental awareness.


Purple drives royalty.

Purple is mysterious, spiritual, and imaginative. Purple is strongly associated with royalty & wealth; people often perceive it as a very regal color. Purple also represents wisdom and spirituality with its rare and mysterious nature.


Brown has a sense of strength and reliability.

Brown tends to feel like a solid, earthy color, much like the earth. And it's a color often associated with resilience, dependability, security, and safety. Also, it's linked with reliability, dependability, and nurturing.


Orange is happy.

Orange can be a powerful and energetic color. It calls to mind feelings of excitement, enthusiasm, and warmth, which is perhaps why many sports teams use orange in their uniforms, mascots, and branding. The way we see orange used in the environment plays a massive role in how we feel about it.


Pink is joyful.

Pink is a light red hue and is typically associated with love and romance. Commonly portrayed as a feminine color, people with pleasant memories of that color tend to get drawn to it, while those who don't like it may have negative or unpleasant associations with it. Pink is a color that elicits feelings of joy and happiness.

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