color psychology

One of the elements that gives personality to a brand is color. Hasn’t it happened to you that just by seeing the color you know what brand it is?

Surely, this has happened to you with the yellow of McDonalds’s or the green of Starbucks, and with many others… because a simple corporate color is capable of arousing emotions in its target.

Although, of course, not all colors transmit the same. Therefore, understanding the psychology of color, knowing the meaning of each color and choosing the right one for your brand will make your task easier and help you attract and connect with your audience.

So, in order not to convey an erroneous image and so that your audience fully grasps what you want to communicate, we recommend that you continue reading to find out what each color conveys and what is the influence of colors on brands.

What is color psychology?

Each color will have different meanings for your audience. And studying what emotions your audience perceives with that color is key to determining if you give confidence or transmit good vibes.

That is, a color can cause us serenity or calm, while another joy or energy. And, according to color psychology, this influences our mood and mental state.

Therefore, it is important to analyze this relationship between color and behavior, since it is a factor that plays in the consumer’s subconscious. Precisely, color in marketing and its symbology is what pushes users to make a purchase decision.

What is the meaning of colors in marketing?

Choosing the right color to apply to marketing, design, advertising and a brand’s website will be essential to seduce your target audience and achieve conversions.

Therefore, we are going to see below the meaning of the most important brand colors to help you in your final decision:


It is the color of strength, passion and fire. It is a daring color and, at the same time, challenging.

It is common to use the color red to attract attention with buttons, promotional banners or to convey urgency. Being a color that makes an impact, it is convenient not to abuse it, since you can tire the reader.

We can see this color in some brands such as Coca-Cola, Puma and Just Eat.


Although the color blue has always been said to be a cold color, it also conveys confidence, calm, security and harmony.

It is one of the most used in marketing by brands. For example, we can see it in:

  • Beauty products like Nivea.
  • Social networks like Twitter or Facebook.
  • Payment platforms such as PayPal.


Yellow is the color of happiness, optimism and friendship. But it also transmits fear, anxiety and for the most superstitious, bad luck.

In marketing, yellow can be used to associate what you are selling with a positive memory. Some popular brands that use yellow in their logos and campaigns are Snapchat, McDonald’s or Correos.


It transmits vitality, warmth, security and fun. It is used above all to capture the attention of users with calls to action (replacing the red that is more tiring to the eye).

Orange, Fanta or SoundCloud are some brands that use orange to give their brand personality.


Color psychology says that green is synonymous with nature, balance and peace.

It is used by many brands that want to convey their commitment to the environment, and also those whose products are related to plants or natural products.


The color purple in marketing evokes creativity, luxury, glamor, mystery, and vision. Something that is closely associated with the female audience.

Its most common uses are found in beauty products and luxury brands.


Black alludes to the elegant, the sophisticated and the classic. It is very common to see it in luxurious, prestigious brands, aimed at a high-class audience.

Let’s remember brands like Channel, Gucci or Mercedes Benz.


White evokes purity, cleanliness, clarity, simplicity and youth. It is widely used by religious or charitable organizations, as well as companies that sell dairy and health-related products.

Tips to apply the psychology of color in your brand

To finish, we would like to give you a series of final recommendations on the influence of color on your brand, the psychology of color in marketing, design and advertising so that instead of scaring away your audience, you retain it.

Here are some tips:

  • Analyze your target before selecting a color.
  • Do several tests to see which color works best.
  • On your website use a maximum of 3 colors and always use the same color for the buttons.
  • Always use a predominant and a secondary color, but never two predominant ones.
  • Do not abuse bright colors that cause visual fatigue such as red or yellow.

Finally, keep in mind that if your predominant color is a bright one, use a softer one in your CTAs (we opted for a tone.

Do not forget that the color of your brand in marketing is a factor that influences the branding of your company. And if you are at that point of designing your brand or need to renew it, you should make this decision calmly.