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The Psychology of Colour

Your logo is the most recognisable part of your brand.

But what does your brand say about you?

Understanding the science behind colour could increase the effectiveness of your company’s branding and marketing.

Your brand essence and messaging behind your logo should be a primary objective, but research suggests that the logo design, and in particular the colours used, may have much more bearing on how your customers perceive your brand.

Understanding your customers’ connections to certain colours could increase the effectiveness of your company’s branding methods.

So what do certain colours mean?

RED is often associated with passion, heat and danger.
It has also been known to stimulate the senses and raise one’s blood pressure and encourages appetite.
It is often used in marketing to create a sense of urgency (think clearance sales) or to stimulate the appetite (fast food restaurants).


YELLOW may stimulate feelings of optimism, or hope and is also considered a high arousal colour stimulating mental processes.
It is used to grab attention and it often used in youth markets.


BLUE is a colour associated with the sky and the ocean, evoking calm and tranquillity and inspires productivity.
It is often used in corporate businesses because it is seen as productive, conservative and non-invasive.



ORANGE is associated with energy, balance and warmth.
It is often used in calls to action – Buy! Sell! Subscribe!



PURPLE may stimulate feelings of mystery, wisdom, spirituality, royalty or arrogance.
It is often used to market beauty and anti-aging products and can represent a creative, imaginative brand.



GREEN is the colour of nature, we associate it with health, good luck and also jealousy.
Green is used in store environments to promote relaxation and may be used my businesses to evoke a sense of environmental consciousness and sustainability.


What is the effect of colour in marketing?
Check out these statistics.