The Psychology of Color in Marketing: An Overview of 9 Popular Shades


Among the brands that have chosen this bright color for their logos are Coca-Cola, Canon, Levis, H&M and others, you can see them below.

A few distinctive characteristics of red in the psychology of color

  • Is capable of evoking equally positive and negative emotions;
  • Creates an effect of urgency, which can be advantageously used in sales;
  • It stimulates appetite and can be used by brands in the food and fast-food industries;
  • Promotes a higher heart rate, which is why it is often used in advertising campaigns for speed cars and underwear.


In the picture you can see examples of brands that have chosen orange for their logos. This is a large online supermarket Amazon, and one of the 5 most popular browsers in the world Mozilla FireFox.

Listed below are the distinctive features of orange in the psychology of color:

  • Orange creates a feeling of warmth, it can be compared to the sun;
    it is believed that orange creates joy and positive emotions;
  • Many people associate the darker tones of orange with autumn, and this can be useful for “earthy” brands;
  • This color is considered the most “poor” color by the greatest number of respondents.


Below is a set of global brand logos based on the color yellow. What can be said about it in terms of color psychology?

  • Yellow is a symbol of youth, happiness, joy and sunshine.
  • Persistent positive emotions can compensate for some psychological problems.
  • Shades of yellow can appear dirty in certain lighting.
  • Often has a greater impact in the neighborhood of a darker color.
  • Several personality characteristics regarding yellow: independence, purposefulness, impulsiveness.


According to color psychology, green is a symbol of health, freshness, nature, purity and growth. Among the negative psychological associations about green are boredom, lethargy, victimhood, weakness.

  • the color relaxes the eyes and is a symbol of health;
  • green has a clear association with freshness and return to life;
  • a very common color among eco-brands, pharmaceutical companies;
  • Also a color loved by the business sector: banks, stock exchanges, finance and the military.


According to color psychology, blue is associated with the following feelings: trust, loyalty, logic, serenity, security. Negative associations include coldness, callousness, insularity and unattractiveness.

  • Blue has a pronounced calming effect.
  • It is the color of strength and freedom, which is used by many brands.
  • There is no natural blue food in nature.
  • Blue is a symbol of tranquility.


Milka, Hallmark, Yahoo! and other famous brands, whose logos we see below, chose purple as the basis of their logo. According to the psychology of color, purple is associated with the following feelings: freedom, sophistication, fantasy, wealth. Negative emotions that can also cause purple — decadent mood, discouragement, depression.

Below are a few basic theses about the color purple that will come in handy if you’re considering it for a marketing campaign:

  • Historically, purple has been associated with superiority, wealth;
  • suitable for brands that need to position themselves as prestigious brands;
  • Is considered quite extravagant, so should be used with caution;
  • Darker shades are soothing, can be used for “feminine” brands.

Pink (Magenta)

The color fuchsia is bright and noticeable, which is why only a few brands dare to use it in their logos. Below is a selection of popular companies whose corporate styles are based on it.

  • Pink is the brightest and most popular color in association with the female sex.
  • It can be an excellent complement to the base color in the brand’s corporate style.
  • Pink is a comfortable color that is associated with hope.
  • Successfully used in an industry that aims to “break patterns.”


Black is considered a classic color, yet it is often associated with mourning, which is quite wrong. Let’s see below which brands have chosen this laconic color as the main color in their corporate style.

  • Black is an “influential” color, often associated with power and luxury.
  • Luxury brands today choose black and white color shades.
  • Using black with another bright color looks unique and sophisticated.
  • Suitable for the fashion and health industries.

Personal qualities of people who like black: determination, self-confidence, seriousness.

White, silver

White is the second “base” color on this list. It is traditionally associated with purity and freshness. Let’s see how it is described by psychologists and what it means for brand marketing.

Here are a few theses from the psychology of color, relevant for brand marketing:

  • embodies purity and suits brands with a modern eco-concept;
  • often used as the dominant color in corporate identity design;
  • if not executed well, can be a symbol of indifference and laziness;
  • great for conveying a fashionable, sleek, clean look.

What color should I choose?

Using your knowledge of color psychology in marketing, you can transform your campaign and create the right brand image in the eyes of consumers. However, choosing the perfect colors for a logo, package design or branding can take you a long time. In any case, it should not be a spontaneous decision.



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