How the Psychology of Color is Impacting your Brand

Feb 13, 2022 | 3  min
author Pyxl Communications

No matter how long your organization has been in business, it’s important to incorporate colors throughout your presence that will enhance and define your brand. But first, we need to understand what is the psychology of color.

What is psychology of color?

Psychology of color deals with how colors affect perceptions and behavior. When it comes to marketing and branding, color psychology is about how colors influence consumer perceptions about a brand as well as whether or not colors are a driving force behind purchasing decisions.


How does color affect the perception of a brand?


Generally associated with enthusiasm, energy, and passion. In addition to its eye-catching properties, it can also be provocative, bold, and exhilarating.

Brands that use red color: Netflix, Coca-cola, Kelloggs


It is the color of choice for most top brands. It is a calming color. Additionally, blue exudes trust, security, and confidence, making it a winning combination for brands seeking to convey these elements.

Brands that use blue color: Facebook, Ford


Yellow is synonymous with the sun, and its brightness is what comes to mind when we think of this color. Consequently, it represents hope and optimism. A yellow brand identity stands out among other colors, making it creative and appealing.

Brands that use yellow color: Best buy, Snapchat, Post-it


A connection to nature, stability, freshness, prosperity, and growth are all associated with green. In addition, green is often associated with health

Brands that use the color green: Spotify, Starbucks, Tropicana


It symbolizes playfulness, vitality, and friendliness. This color is stimulating and energetic. The colors of this hue convey a sense of friendliness and adventure.

Brands that use the color orange: Nickelodeon, JBL


Cleanliness, virtue, health, and simplicity are associated with white. A variety of brands use it, from affordable to high-end. The purity and simplicity of white can also create a feeling of trust.

Brands that use the color white: Uber, Apple


Using black conveys a sense of power, sophistication, edginess, luxury, and modernity. The classic and powerful elements of black combine wonderfully with luxury products. 

Brands that use the color black: Louis Vuitton, Chanel, Prada

How to choose the colors for the brand?

According to Forbes, “Color improves brand recognition by up to 80%.” 

With thousands of colors to choose from and even more color combinations, this task can seem endless and daunting. Lucky for you, we have been in your shoes! 

The first step in choosing brand colors is to know your brand. Crazy, we know. By now, you probably know that knowing your brand is important. Understanding your brand personality will help you choose a color palette that matches that. Next, it’s important to know your affinity colors, too. Colors go hand in hand with emotions, in that each color elicits feelings in one form or another. This will, in turn, affect how a customer feels about a brand and if they feel compelled to interact with it.

Color Psychology

Contact Pyxl

Need some more guidance on which colors work best with your brand? Give us a shout–our expert designers are ready to help.

Updated: Apr 13, 2023

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