Brand and colour are innately intertwined. Colour triggers can leave a lasting impression, causing an emotional connection that motivates people to recognise and remember a brand and making it an important element to consider while building your brand, right from creating your logo to designing your marketing collaterals and even painting your office walls.

Choosing the right colours for your brand can make the difference between standing out from the crowd or blending into it. By choosing and using the right colours, you can help your audience to see what you want them to see and evoke an emotional response. To make sure your brand is perceived the way you would like it to be, it is key to understand colour psychology and cleverly apply it.

Let's take a look at what some common colours might say about you or your brand, according to the psychology of colour:

Red

Intense colours like red are often used to capture attention. Red can represent excitement, passion and energy. A lot of brands use the colour red as part of their websites for call-to-action buttons. Brands like Coca-Cola and KFC use the colour red to encourage appetite and associate their brand with happiness and excitement.

Blue

Blue represents stability, harmony, and trust. Social media companies like Facebook use their iconic shade of blue to communicate a sense of trust and reliability to their users along with a feeling of stability. Blue is also often used by companies in the banking, finance and insurance industries for the same reasons.

Yellow

Yellow is associated with positivity, happiness, and excitement. Brands like Ikea use a cheerful yellow to create the sense of excitement and happiness that comes with buying and furnishing a new home.

Green

Green is the colour of nature. According to colour psychology, green is perceived to mean growth, healing, and health. This is why many sports and fitness brands tend to incorporate the colour green into their branding. In other instances, brands like Spotify and its bright green logo can convey growth and creativity.

Black

Black in colour psychology is a symbol of power, authority and luxury which is why many premium fashion brands have a simple black logo. Brands like Chanel that use black across all their marketing do so to retain a sense of timeless elegance and sophistication that encourages customers to gravitate towards the brand.

White

Brands like Tesla whose products are built on the idea of comfort and safety use white as part of their logo and branding to signify sophistication, excellence, and security. Luxury fashion brands like Gucci also tend to go for brand visuals that use black on white or vice versa as it presents a modern and sleek look. White creates great contrast and hence is a very useful colour that you can incorporate into your branding.