top of page

Colour Psychology: How Colour Affects People And Buying Decisions

Updated: Dec 18, 2022

Different brands and businesses use different colours to represent them. For many small businesses, the choice of colour is driven by the entrepreneur or business leader's personal preference, while for others, the process is more intentional. Choosing the right colours for your brand should be a strategic decision. That's because different colours evoke different emotions that are then associated with your brand. It's known as the science of colour psychology.

In this article, I will explain more about the impact of colours on people and buying decisions, look at different ways that colours can be used in marketing strategies, and show you some examples of how companies are using them successfully in their advertising campaigns today. Let’s get started!

What is colour psychology?

Colour psychology is the study of how colour affects people. It is a branch of social psychology and is used to refer to the effects that colours have on human behaviour, thinking and emotion.

Colours can be used as powerful communication tools that signal action, influence mood, convey meaning and even cause physiological effects. Considering this, it's important for marketers to understand how colour influences their consumers' buying decisions.

How does colour affect people?

Colour can affect people in a variety of ways. Colour can affect mood and buying decisions, as well as physiological responses like heart rate and blood pressure.

In fact, colour has such a significant impact on how people perceive your brand that it should be included in every design decision you make. If you're thinking about starting a new company or designing an existing one's website, logo or packaging, consider the following information about how colours affect your target audience:

1. Colour is an important element in branding and is used to communicate a message, create an emotional response, and establish a visual identity for companies.

The choice of colour can have a huge impact on the success or failure of your brand. It can help to drive consumer behaviour by influencing the way people feel about your products or services, as well as how they perceive them. A brand’s colour palette must be consistent across all media channels if it wants to project a strong and recognisable image that consumers will easily remember.

2. Colour psychology can be used to influence consumer behaviour and make your brand stand out from the crowd.

The right colours can help you project the image you want to portray, create an emotional response from customers and increase brand loyalty.

3. Colours can also have a direct impact on sales by influencing how consumers perceive products or services.

For example, dark colours are often associated with luxury items such as cars or designer clothes, while bright colours like yellow or orange are linked with youthfulness like children’s toys.

Which colours should you consider for your brand?

When it comes to choosing colours for your brand and marketing materials, you want to consider a few different factors:

  • the feeling that the colour evokes,

  • its practicality (for example, if you're designing a website), and

  • whether or not it's in line with your brand image.

Considerations when choosing the right colours for your brand.

1. Physiological effects:

Certain colours have been shown to have physiological effects on people. For example, red can cause an increase in heart rate and respiration (which makes sense considering it's often used as an alerting signal). Blue has been found to slow reaction time while green tends to make us feel more relaxed or calm. Be sure that you're using these colours correctly when considering them for your brand!

2. Cultural effects:

Certain colours have also been shown to have cultural effects. For example, in Western cultures red is often associated with passion and aggression while in some Asian countries it's associated with good luck.

In some cultures, black is associated with death and mourning while in others it's associated with power. Be sure that you're using these colours correctly when considering them for your brand!

Colour is a powerful communication tool and can be used to signal action, influence mood and even cause physiological effects.

Colour is a powerful communication tool. It can be used to signal action, influence mood and even cause physiological effects.

Colours are emotionally charged and they tend to evoke certain emotions in people. The effect of colour on the human psyche varies from one culture to another, which explains why the same colour can be interpreted differently across different countries or regions. For example, white is associated with purity in Western cultures but it represents death in China (due to its association with ghosts). Blue is often considered calming but it’s also identified with depression; green means safety in Europe but danger in Japan; orange connotes energy for most Europeans but anxiety for Asians; pink represents youthfulness for Westerners but femininity for Asians; yellow suggests caution for both Europeans and Asians although red signifies love more commonly than passion among Westerners while passion is associated with blood among Easterners – this shows how complex colours can become when we think about them globally!


As you can see, colour plays a huge role in how we perceive things and make decisions. It’s important to consider the effect of colour on your brand and customers as part of your overall marketing strategy.

It’s also important to remember that there are no hard-and-fast rules when it comes to colour psychology — some people believe certain colours have different effects, while others believe the same colours have different effects depending on where they appear on a page or image. In any case, if you want to know more about the psychology of colour use this article as an introduction to what colours mean for your business and customers!


Work with us | Book a meeting

Participate in our marketing trainings and events | Register now

Join the Qallann Marketers’ Club | Sign me up


Never miss an update...


bottom of page