The Psychology of Colour in Marketing and Branding

October, 8 2019
5 Dimensions of Brand Personality
Ryan Wimalasena
Written By
Ryan Wimalasena

Everyone loves colours, especially young children with their Crayola crayons. Colours convey messages, evoke emotions, and add simple brilliance to everyday things. Colours evoke emotion on ways that brands can be perceived. Colour often gives dimension to a brands personality, this way a brand is able to differentiate itself from the pack.

5 Dimensions of Brand Personality


A brief overview of Colour Theory broken down by colour is shown below.

Yellow: Evokes the feelings of optimism, the colour yellow brings out feelings of warmth as it can be directly compared and contrasted to the colour of the sun. Yellow is often used by brands to put a smile on an individual's face. Common examples of everyday brands that use this would be McDonald's, which use the golden arches to evoke a feeling of being kid-friendly, putting happiness first. The company called CAT which deals with construction differently in order to signify caution bringing allusions towards a traffic light.

Orange: Evokes the feelings of being in the centre of attention. Orange is very creative and enthusiastic. Orange also evokes a youthful vibe, the television channel called Nickelodeon uses the colour orange to appeal to its youthful audience, in combination with the shape of the splatter, to illustrate their brands creativity.

Red: Red raises an individual's pulse rate when they look at it. Red is an incredibly warm colour and is extremely urgent. Red is the colour that has connotations towards danger and romance quite often. Coca Cola takes advantage of the red colour, to show that it is a bold company, which in conjunction with its excellent advertising, creates an extremely striking colour, and instant brand recognition.

Purple: Is a colour that symbolises the pinnacle of luxury, it’s an extremely luxurious colour to associate itself with a premium product, a noticeable example would be Cadburys in their purple chocolate packaging.Cadbury.svg

They have had a trademark on the colour they use Pantone 2685C, however they were unable to renew it, due to a judge claiming that the trademark was “unenforceable”. This illustrates how powerful colours can be towards differentiating your brand.

Blue: Is a calm colour, that is representative of the sea. The colour blue conveys a subtle strength, being reliable and tranquil in thoughts. Notable examples of brands that use the colour blue would be Intel, to show that they are trustworthy and reliable for their processors. Another noticeable example would be Unilever which uses a dark blue to show trust.

Green: Green symbolises the environment and the trees. The green evokes feelings of being extremely serene and peaceful. It conveys their ideas for growth. Notable examples would be Android, Starbucks, Subway and Nvidia.

We can safely assume that all these brands want to be seen as peaceful, serene and somewhat quite corporate with the connotations that come with that. Whole foods takes this a step further by associating the colour green with health and wealth.

Black and White: Black and white make for some of the most striking logos. Black and white are super professional colours, they are extremely pure. Nike and Adidas use black and white elegantly to showcase their brands in a minimalist and powerful way.

To conclude, branding using colour is incredibly important, it helps your customers feel something when they see your brand. The brands colour palette gives the brand depth and a unique identity. The Cadbury's case study illustrates this point incredibly well.

This is just the tip of the Iceberg of the thinking that we do here at Proven, for our clients.





View all posts


New call-to-action