The Power of Colours…

From the red of McDonald’s to the blue of Pepsi, and the green so often associated with the pharmaceutical industry—have you ever stopped to consider why these colours are chosen?

Colour is not just a design choice. It is a strategy.

Kendra Cherry defines colour psychology as the study of how colours influence our thoughts, feelings, and behaviours. In branding, this influence becomes a powerful, often subconscious tool—guiding perception before a single word is read.

What Colours Communicate

Different colours tend to evoke different emotional responses:

• Blue — calm, peace, trust

• Green — health, growth, generosity

• Purple — luxury, power, creativity

• Red — passion, energy, confidence

• Pink — love, kindness, innocence

• Orange — success, enthusiasm, warmth

• Yellow — hope, joy, positivity

• Grey — authority, dignity, knowledge

• Brown — strength, security, nature

• Black — mystery, power, formality

• White — purity, safety, goodness

  
  

While these associations are widely recognised, they are not universal—they are shaped by context, culture, and experience. Still, they provide a strong foundation for understanding how colour functions in branding.

The Science Behind the Strategy

Colour doesn’t just suggest meaning—it actively shapes decision-making.

In his research on colour in marketing, Singh argues that colour accounts for a significant portion of initial product judgments—up to 90% within the first few seconds. His work categorises colours based on the emotional responses they evoke, linking these directly to outcomes such as brand perception, customer trust, and even purchase intent.

This highlights something crucial: colour is often the first interaction a consumer has with a brand.

Understanding Emotional Responses to Colour

The relationship between colour and emotion has also been explored in depth by Ou et al. (2004) in Colors and Emotions: Preferences and Combinations.

Their study moves beyond simple associations and introduces a more structured way of understanding how we respond to colour. By analysing how people react to variations in hue, lightness, and intensity, they identified three key emotional dimensions:

• Warm ↔ Cool

• Active ↔ Passive

• Heavy ↔ Light

These dimensions allow emotional responses to be predicted based on measurable colour properties.

One of the most interesting findings is that people tend to prefer colours—and combinations of colours—that feel emotionally balanced. Rather than just matching colours visually, effective combinations align in how they feel.

Beyond Sight: The Role of Sensory Experience

Colour is just one part of a much larger sensory experience.

In her work on sensory marketing, Aradhna Krishna (2012) explains that consumer perception is shaped by all five senses. Visual elements—like colour—interact with sound, texture, and even memory to create a complete brand experience.

Her research suggests that brands that engage multiple senses are more likely to be remembered and to build stronger emotional connections with their audience.

Why This Matters in Branding

When applied intentionally, colour becomes more than decoration—it becomes communication.

It can:

• Shape first impressions

• Reinforce brand identity

• Influence trust and credibility

• Guide consumer behaviour

And perhaps most importantly, it allows a brand to feel a certain way before it is even understood.

Final Thought

Colour speaks before words do.

In a world where attention spans are short and competition is high, the right colour choice can be the difference between being noticed—and being remembered.

References

1. Cherry, K. (n.d.) Color Psychology: Does It Affect How You Feel? Available at: https://www.verywellmind.com/color-psychology-2795824

2. Singh, S. (2006) ‘Impact of color on marketing’, Management Decision, 44(6), pp. 783–789.

3. Ou, L.-C., Luo, M. R., Woodcock, A. and Wright, A. (2004a) ‘A study of colour emotion and colour preference. Part I: Colour emotions for single colours’, Color Research & Application, 29(3), pp. 232–240.

4. Ou, L.-C., Luo, M. R., Woodcock, A. and Wright, A. (2004b) ‘A study of colour emotion and colour preference. Part II: Colour emotions for two-colour combinations’, Color Research & Application, 29(4), pp. 292–298.

5. Krishna, A. (2012) ‘An integrative review of sensory marketing: Engaging the senses to affect perception, judgment and behavior’, Journal of Consumer Psychology, 22(3), pp. 332–351.

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