Are you at the point of considering how your brand colours will affect your customers? If so, you’ve come to the right place.

In this infographic we highlight how different colours can evoke different emotional responses. Blues signal calmness and strength. Reds signal excitement, passion and energy. Orange evokes a perception of sociability, happiness and affordability. Yellow suggests optimism, forward thinking, logic and confidence. Orange stimulates perceptions of growth, nature and flexibility. Purple evokes associations of creativity, nostalgia and imagination. Black indicates luxury, authority, seduction and formality.

As you look down the list of colours you will notice the corporate logo examples fit the colour associations; they just work. It is no coincidence that the biggest brands in the world have used the power of colour psychology to their advantage.

When building a brand you need to have an intimate understanding of the impact that your colour decisions will have on the associations made by your target market. Branding Expert, Dean Williams, at booklet printing, explains that “the mind of the consumer must be seen in context, as colours can have negative meanings as well as positive. Using red could evoke a ‘stop! Danger!’ response in certain situations. A blue, similarly, could project a melancholy corporate image if framed incorrectly.“

You have to think about the context of your brand in your industry, and the industry itself, and then decide upon the colour choices that will get your brand most positively aligned with a buying frame of mind in your prospects.


Infographic: How Colour Defines A Brand

How Colour Defines A Brand is a graphic produced by