how we can use brand color psychology in marketing and sales : Ultimate Guide

how we can use brand color psychology in marketing and sales? You may have heard or read somewhere that people can know your favorite color and predict your future; I don’t believe it at all.

But I believe that after knowing your favorite color, anyone can understand your behavior and thoughts with the help of color psychology.

brand color psychology

To understand brand color psychology in marketing and sales, we would first learn some basics about colors.

Each color has its nature and mood, which affects our brain; we have to understand colors in detail.

Colors are divided into three categories

  • warm colors
  • cool colors
  • neutral color

Warm colors :
They evoke warmth example- Red, Yellow, Orange and more.

brand color psychology
psychology of colors

Cool colors :
They evoked coolness example – Blue, Green, Purple and more.

Neutral colors:
The neutral colors can be defined as those colors to which you can’t give a definite color name. For example – Grey, Brown, Cream and more.

Primary Color :

Three colors are primary colors.

1- Red 2-Blue 3-Yellow

Secondary Colors : There colors made by primary colors.

Red + Blue = Purple
Blue + yellow= Green
Yellow + Red = Orange

Primary yellow, primary red and blue are considered the root of every other color. Because they are colors that can’t be created by a mixture.

Brand Color Psychology in daily life

When You have to buy clothes or paint on the walls or do some work where the color can be chosen, You have to face trouble because there are so many options available in the market.

Therefore the perfect choice out of it is difficult to make. Today we are going to solve this problem.

Although choosing any random color is not wise. But, if you have basic knowledge about brand color psychology and color scheme, you can reach a better decision.

And, If you have a company or are starting any new business, you can understand the customer’s mind with the help of color psychology.

Color Psychology in detail

Red :

A recent study reveals that waitresses who wear red receive more tips if their patrons are men because of the brain’s attraction to red.

Primary feel- Danger
Secondary feel- Love, passion

Red roses symbolize love. The red color is the highest wavelength. It is used for stops in traffic signals that attract the attention of the driver.

This is the favorite color of many food companies because it stimulates appetite. MC Donald’s, Pizza Hut, KFC, many other food companies have used this color in their logo.

Yellow :

It’s the color that captures our attention more than any other color. Therefore, till some time ago, the color of the taxi was yellow so that a taxi could be seen from a distance.

yellow for taxi
yellow color for taxi

Primary feel- Attention
Secondary feel- Emotional, Cheerful or warm.

Babies are also prone to cry more if they ‘re exposed nursery with a bright or sunflower curtains.

Blue :

brand color psychology

Color of wisdom, intellect, trust, and honesty so that many big business companies use the blue color in their company logo like Facebook, Twitter, Intel, HP, Paypal, and many such companies.

This color wins people’s trust. It likes to build a strong, trusting relationship and becomes deeply hurt if that is betrayed.

Primary feel- Intellectual
Secondary feel- Trust, calmness

It Encourages the mind to think outside the box, and to be productive and boost performance.

Green –


A Harvard University study conducted in 2012 found food items labeled in green evoked a sense of healthiness, and sales shot up, in contrast with the same food items with red labels, which declined in sales.

Primary feel- Natural

Secondary- Balance, peace

Green is associated with nature, health and healing and the environment, creating a sense of compassion and nurturing for all.

Orange –


It is stimulating to the appetite and social conversation and therefore works well in restaurants and other food outlets.
It causes a person to become enthusiastic.

Primary feel- Emotions
Secondary feel- immature

Too much use of it can suggest cheapness.

Pink –

Pink for Love
Pink for Love

This color has such a stronghold on the mind that prisons paint the walls of certain jails pink to calm down some of their most aggressive prisoners after psychologists discovered in the late 1970s; that color calmed children down in Canadian schools.

Primary feel- Soft, compassion, woman hood
Secondary feel- Romance, beauty

This is color usually used in businesses relating to the female market, such as cosmetics, fashion, beauty and romance.

Purple :

It suggests wealth and extravagance, fantasy and the world of dreams. It is often used to denote a high quality or superior product, such as cadburys chocolate or women cosmetics.

Primary feel- Luxury, royal
Secondary feel- Spiritual

Black :

Black color psychology

Psychologically black means authority, power and control. Researchers examined statistics from more than 50 thousand National Hockey League games an found that teams were penalized more for aggression while wearing black Jerseys.

Primary feel- Security
Secondary feel- Heavy, sadness

Black packaging makes an item seem heavier and more expensive and of higher perceived value.

White :

white color psychology
white color psychology

Often used as a symbol of peace and spaciousness. It is also used to create a bland and sterile feeling. which is why most most hospitals and hospital workers are adorned in white.

Primary feel- Peace
Secondary feel- Purity, emptiness

It communicates “Touch me not “. white is purity and like black uncompromising. It is clean, hygienic and sterile.

Grey :

Inspire people to be passive, uninvolved and lack of energy. It dose not stimulate, energize, rejuvenate or excite.

Primary feel- Neutral
Secondary feel- Conservative, boring

Gray is impartial and dispassionate, it doesn’t take sides.

Brown :

brown color psychology
brown color psychology

It is loyal, trustworthy and dependable in a practical and realistic way. Brown does not seek attention, it prefers to stay in the background, allowing other color around it to shine.

Primary feel- Stable
Secondary feel- Friendly, down to earth practical.

We hope that, by now you have understood about color psychology properly, if you want to use it in a perfect way, then you have to understand same basics and you.

Basic term in Color Theory


Hue :
The name of a color. Example- red, blue, green etc.

Value :
The degree of lightness or darkness of a hue.

If the hue of a color is “green”, then the value determines if the color description could be “light green” or “dark green”

Tint :
A hue products by adding white.

Shade :
A hue produced by adding black.

Tone : A hue produced by adding grey.

Although you can make hundreds of color schemes yourself, but you have to resort to some basic schemes, so here you are being given basic information about color schemes.

want to learn 7 easy drawing techniques

Analogous Colors Schemes :

Analogous Colors Schemes
Analogous Colors Schemes

It is found in nature and are harmonious and pleasing to the eye. Analogous color schemes use color that are next to each other on the color wheel.

color wheel
color wheel

Complementary Color Schemes :

Complementary Color Schemes
Complementary Color Schemes

Color that are opposite each other on the color wheel are considered to be complementary colors example- Red and green, yellow and purple.

It used for contrasting colors in logos and retail display.

Monochromatic Color Schemes :

Monochromatic Color Schemes
Monochromatic Color Schemes

It is created from a single base hue and extended using its shades, tones and tints. For example- adding white to red creates pink, adding, black to red creates maroon, etc.

Triadic Scheme

triadic color scheme
triadic color scheme

The three colors equally spaced the color wheel.

The two most basic triadic are primary colors- red, blue, and yellow and the secondary hues orange, purple and green.

Procedure for Best Result :

You have to first understand the brand color psychology according to your requirement and choose a color according to the psychology.

You can create a variety of color scheme by using the chosen color as the base, and by resorting to the original color scheme. Therefore, from these color schemes you can choose the final color scheme.


logo making procedure
logo making procedure

Suppose you have to choose a particular color for your office or business logos then; first, you will select the blue color according to brand color psychology. You can prepare many schemes this way, considering the blue color as the base.

Create your Schemes

Analogous Scheme for blue :
Violet, blue violet, blue
Blue, violet, blue, blue-green
Blue, blue-green, green

In this way, you can create blue color schemes with the help of complementary, monochromatic and triadic color schemes.

Now you have only 10 to 15 options left out of thousands of options, and you can choose the color according to your choice.

In conclusion, you can use this trick in daily life, whether you are a consumer or a manufacturer.

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