Digital Marketing

Color Palette for Brand: How It Affect Your Branding and Marketing

Marketing and psychology are inseparable. A great marketer involves psychology in marketing decisions. Marketing is not an exact science like math. It requires intensive research on people’s wants, needs, likes, and hates, which is why psychology is important in making marketing successful.

Companies involve all sorts of color in developing their brand and marketing their products. For example, this work appears in the company logo, product label, product packaging, advertisements, flyers, posters, and more.  

Choosing the right combination of colors will give a personality to a brand. Colors have an impact on how we think and behave. They also direct us to where to look, what we should do, and how to interpret something.

Scientists have studied the psychology of colors for a long time, but the meaning of each color is still mostly subjective to the perceivers.

Color works a voiceless message to our customers. When we assign colors to visualize our brands, customers associate our brand with certain personalities—although these personalities will differ from one customer to another.

That means that not all of us react in the same way to the same colors as we have different experiences with them through significant events, upbringing, cultures, memories, and people.  

But there are a few generalizations that we can use as guidelines for color psychology in marketing.

Psychology of Color: Red

Red is energetic, aggressive, emotional and powerful. Red reflects our physical need to show affection and love — but at the same time it can deliver a strong message of fear and the need to survive. 

In many cases, red is an energizing color that not only portrays friendliness and strength but also aggression and rage, depending on the context in which it appears. Many music brands with good sound effect use this color.

Red is an eye-catching color, so if you need to grab attention fast, this is the color to use. However you should use it with caution to avoid setting off negative reactions.

Here are some top brands that use red as their primary color: Coca Cola, Fanta, Walls.

Psychology of Color: Green

Green is the color of nature, harmony, and balance. Being the major color in nature, green reflects life, rest, and peace for most people. It is also a sign of prosperity and growth. Green is the right color if your brand promotes health, rest, and relaxation.

Eco-related brands like Animal Planet and Whole Foods naturally (pun not intended) lean towards green for their primary color scheme, and that’s great. But green does have a negative side: excessive materialism (greed, anyone?). 

Despite that, it eclipses other colors when it comes to representing goodness.


Psychology of Color: Blue

Blue represents trust and reliability. It’s dependable, responsible, and psychologically soothing. And for those reasons, blue is one of the most-liked colors in the entire world. Many real estate industries or construction company use this.

Unlike red that can create adrenaline-pumping physical reactions, blue gives a more mental reaction that allows us to calm down and de-stress. However, blue is a low-priority color, meaning if there were red, yellow, green and other colors present at the same time, we’d see blue last. It can be perceived as distant and cold when used out of proportion.

The takeaway here: Blue is a favorite color that brings calm and trust to your brand.


Andre Oentoro

Andre Oentoro is the founder of Breadnbeyond and Explainerd , an award winning explainer video company. He helps businesses increase conversion rates, close more sales, and get positive ROI from explainer videos (in that order).

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