Color Psychology and Branding


Did you know that the color purple represents imagination and creativity? Color psychology also says purple represents wisdom and spirituality. When we started our business, we took a psychology approach to our color scheme – purple, since it best suits what we want our brand to represent. We’re both creative people doing business in a creative-driven industry. Purple makes sense.

Research shows that up to 85% of consumers believe color is the biggest motivator when it comes to buying a particular product. 92% say the visual appearance is the most influential marketing factor overall.

As a brand, you want to cultivate a secure emotional connection with your customers. Color theory is a crucial consideration. Color can impact your overall sales and the products you offer. How may you ask?

Faber Birrin, American Author and consultant on color and color theory, demonstrates just that. Birrin promised a Chicago wholesale meat company he could boost their sales by simply changing the walls inside the meat coolers from white to blue-green. Birrin studied their porterhouse steaks under various lights and found that the blue-green backdrop made the beef look more red. They incorporated a blue-green color into their meat display, sales went up, and their top competitor also changed its color.

For a brief moment, there was green ketchup.

Color repetition can strengthen your brand awareness. If you’ve been in business forever, and want to experiment with ideas not readily identifiable with your brand, timing is everything.

Remember when Heinz Ketchup decided to come out with kid-friendly ketchup made in different colors? The green version skyrocketed, and they captured 60% of the U.S. ketchup market. Instead of taking advantage of the momentum, they waited two years before coming out with purple, blue, and other never before seen colors of ketchup. You’d think Heinz would be quick to roll out the rest of the colors. Turns out, to get those other vibrant colors, the ketchup had to be stripped of its natural red color, add in tons of food coloring, and you no longer technically have ketchup. Kids everywhere were begging their mom’s for blue ketchup. But, chicken nuggets slathered in blue gunk? Certainly, the marketing team needed to rethink the health-conscious mom equation.

Let’s take a look at color meanings.

In color theory, blue represents dependability and safety. Driving a blue car or truck might indicate you are trustworthy and stable. Driving a red car might mean you have a zest for life, or you’re ambitious since red is a bold, attention-getting color. If you drive a gray car, it could mean you don’t need to be flashy. You care more about the status quo. Or, you drive on a dirt road every day.

Image source: Canva

common color associations color psychology

Taking a look at color psychology used in logos, Apple’s take on the color gray suits them well as a technology company. The futuristic look of their logo represents rebirth, purity, and simplicity – all of which is reflected in their continued advancing product lines.

Red is a popular choice for most Fortune 500 Food and Retail industries like Kellogg’s, Coca Cola, Lays, Frito Lay, Ace Hardware, and Target. It evokes a passionate response and is most popular among extroverts, and males.

For those companies that wish to convey security and safety, such as Finance, Tech companies, or Health-related companies, blue is the color you want to incorporate into your brand.

Green is most associated with a feeling of freshness and promotes healing and growth and, of course, represents money. It’s also nature’s favorite color. Popular brands that are green include Shopify, John Deer, Whole Foods, and HESS.

We won’t go over every color. However, basic psychology is a resourceful foundation for entrepreneurial success. Start by looking at color. Integrate your brand colors across the board – in your logo, landing page, marketing materials, and products.

If you need help with the development of your brand, please feel free to contact us at We are happy to help!