Color Psychology for Business Branding and Marketing

Color psychology theory, associated with branding and marketing is the most interesting thing to talk about as a business strategy. But this theory is also among the most controversial. Some people may ignore it, while others glorify it.

To find out what is behind this phenomenon, let’s look at some of the public’s misconceptions about this one theory!

Misconceptions About Color Psychology

Based on research published by the US National Library of Medicine National Institutes of Health , we know that it is possible that color does have an impact on our attitudes because of personal preferences, experiences, education, cultural differences, and other contexts that are quite complex.

So, if people say yellow or purple can evoke certain emotions and make the market like your business brand, this is arguably as uncertain as palm forecasts or horoscopes.

However, do not immediately be anti-theory or concept of this one. Why? Because you still have a lot to learn and consider. A concrete answer is not a guarantee of whether a theory can be applied or not.

Indeed, the science that studies human psychology is abstract enough to be broken down into detailed variables. The key is to find the most practical way to make your decision to use color in branding or marketing your business.

The Benefits of Color Psychology for Business

According to a digital business expert Neil Patel , many business people with top brands are constantly improving their knowledge related to this color psychology. How did it happen? This is because color can have an impact on increasing your sales or sales.

Before you delve any further into the psychology of color, you need to know that this theory doesn’t mean you manipulate your customers or customers into buying what they don’t really need.

On the other hand, by choosing the right color, you can get more advantages compared to your business competitors.

The application of this theory can also provide an opportunity for you to convey your message effectively and meet the needs of your audience/market. Actually the most important thing is that you can improve your business branding.

Practically speaking, color classifications related to branding and marketing can be divided into infographics designed by TheLogoCompany website below!


If you choose to use yellow or a yellow background, your customers will get a warm branding impression. If you are in a business that requires strong community support, you can use this color for your brand. For example, in coloring your merchandise for customers.


Enthusiasm and impression stand out is the impact of choosing this one color. If you want your product or service to catch people’s attention, you can choose the color orange.


Red is a very strong color. You may come off as bold and perhaps ambitious if you choose this color.

If the branding message you want to convey is something different and uplifting, you can use this color.

Coca Cola is a successful example of using the psychology of the color red in branding. Do you still remember the song in the advertisement that was aired in Indonesian media entitled “Open the New Spirit”? Coca Cola’s message or tagline really fits its color psychology strategy.

Purple colour

Want to spur the imagination of your customers? Try using purple. In addition to spurring the imagination, this color can create a creative impression.

This is why, if you look at the infographic we shared above, it is brands that are involved in the entertainment sector who use it. Anything? Like one of the Syfy television stations or Barbie doll manufacturers.


Blue is usually used by big brands in the technology or chemical business. Of course, this is not without reason. Blue color gives the impression of being strong and trustworthy. We also use blue in our branding to show that we are a secure and reliable hosting provider.

Green color

This color is very close to the impression that it continues to grow / develop. In addition, green can also give the impression of calm and peace to the recipient of the visual message.

Usually, green is used for non-profit organizations engaged in saving the environment, such as Greenpeace. Or, you can also use television/media channels such as Animal Planet abroad.

Monochrome Color

Gray, black, or white colors are included in the monochrome color group. Technically, black and white does not include color. Black is the absence of color, while white itself is the result of a combination of all existing colors.

However, if you want to use it as a color choice, you can still give a certain impression regarding your branding. Professionalism, credibility and calm are the effects. Automotive companies or also technology, usually take advantage of this monochromatic color.

Color Choice Tips for Branding

A brand sometimes has more than one characteristic so that it uses a combination of several colors in its brand. For this, you can use the following technique!

To date there have been two studies on color combinations related to this theory. Some measure aesthetic response, others look at consumer preferences.

However, from the two theories, it can be concluded that while most consumers prefer color patterns with similar colors, others prefer palettes with color accents that are very contrasting with each other.

Remember, your goal is to get your visual message across effectively. If your message is effective, you can drive conversions so that customers want to take further action, namely making transactions or buying your products or services. Or, for the sake of branding, maybe your goal is not to reach sales, only to be remembered by the public with the values you have.

Conclusion Color Psychology for Business

By reading our article on the psychology of color on this one, you can be more confident in using it as a branding and marketing strategy for your business.

In essence, you need to identify your own vision and mission, what message you want to convey and what kind of product/service you are selling.

Also check out our other two interesting articles on business development tips, Google Design Sprint Theory and the Lean Startup Method .

Congratulations on developing your business and good luck!

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