Colour Psychology – What Your Colour Choices Say to Your Customers

Have you heard of colour psychology? It might sound like voodoo nonsense but colour can actually have a huge influence on your customers. Research shows that people make a decision about a product within 90 seconds and that 62–90% of that decision is based on colour alone! Humans tend to base their decisions on emotions rather than logic which is why you need to think carefully about your colour choices when it comes to your customers.

Take a look at fast food restaurants like McDonalds, Burger King or KFC – it’s no coincidence they all opted for bright red in their branding as red is well known to make us feel hungry!

So what do your brand colours tell us about you and your business? Let’s take a look at some popular colours and see if you’re giving you the right message to your customers:

Red
Well known as a colour that acts as a warning for danger, red can also be a sign of anger, pain and aggression. Conversely, red also symbolises love, passion, energy and power.

Uses: as a call to action (CTA) to urge customers to act quickly. Physically, it can make you feel hungry so is a good choice for fast food brands.

Orange
Orange is associated with bravery, fun, confidence and warmth. Negative connotations include immaturity, sluggishness, frustration and ignorance.

Uses: It’s fun, adventurous aesthetic is perfect for outdoor brands. Its eye-catching hue is another great choice for CTA and is also a great way to make your print marketing stand out.

Yellow
Bright, zingy, fresh – yellow is the epitome of ‘happy’ and is a perfect choice for brands that want to stand out as positive and creative. Use with caution though as the colour is also often associated with cowardice and fear.

Uses: Independent travel consultant? Stand out from your competitors with a bold, yellow logo! The association of yellow with happiness and warm, sunny escapes is perfect to attract new clients. Yellow is also a great brand colour for fitness instructors and gyms as this colour makes us feel energised and optimistic!

Green
Green is associated with health, vitality, and environment. Often thought of as the perfect colour to portray positive health and well being. Negative connotations include envy and boredom.

Uses: Great in your branding if you want to convey freshness. People associate green with ‘Go’ making it another great choice for a CTA!

Blue
In 2015 a YouGov survey found that blue was the most popular colour in the world. Different shades of blue will elicit different reactions – pale blue is associated with calmness, clarity and serenity while dark/navy blue has connotations of trust, reliability and seriousness, making it a perfect choice for businesses such as banks and insurance companies.

Uses: Choose blue in your logo to convey a dependable, trustworthy brand.

Indigo
This colour – a deep, midnight blue – is symbolic of sincerity and integrity and is another option when you are trying to convey trust and tradition. It also pairs perfectly with bright colours such as magenta or turquoise which will help lighten the mood and energy.

Uses: Branding for traditional businesses such as funeral directors, educational institutions, banks.

Violet
Violet is often thought of as a regal colour. It symbolises wisdom, wealth, spirituality and sophistication. Negative connotations include depression and moodiness.

Uses: Stand out from the crowd with violet branding/logo. Violet is evocative of mindfulness, relaxation and well being making it a fantastic choice for Holistic Practitioners and Yoga Instructors.

It’s important to remember that colours can mean different things to different people – neurodivergent people may not react in the same way as someone who is neurotypical. Likewise, people with colourblindness might also have a different experience or reaction to the one intended.

Need help choosing the right colours for your logo, brand and marketing? Book a consultation and find out how we can help you pick the perfect palette.