Human Psychology of Colors in Marketing and Branding

Saurabh Tiwary | 17th August 2018

Colors play a very crucial role while designing every project. Be it a web-based design, or mobile app UI design or UX Design, colors are the indispensable asset. Making a study and the psychology of colors is a very crucial and the most interesting aspects of any sort of marketing as well. Color analysis and their impact have always been a matter of discussion. In this blog, I am going to tell you about the human psychology of colors in marketing and branding.

Moreover, color theory is a bit complicated subject having too many arguments. Sadly, even a lot of brainstorming on this topic doesn’t go in depth as much as they actually should. This blog is a step towards a study of this complicated subject.

Human Psychology Of Colors In Marketing And Branding

Common Myths About the Effects of Colors

Science has revealed that the personal preferences, parenting, experience, and cultural differences can have a significant effect on the way we perceive different colors. Hence, an idea to trigger any emotion using a certain color does not seem to be a good practice. However, there are boundless things about the color and their effects.

Essentialness of Colors in Branding

First of all, get familiar with the idea of branding, color impacts and their connection with the brand designs. A number of studies attempted to figure out the consumer reactions via experiments on different colors.

But the result is that the effect of colors is more about the personal experiences, making it quite difficult to assign the individual emotions to a single color. Nevertheless, there are several patterns that actually determine the perception of the color.

In a recent study about the “Impact of color on marketing,” scientists concluded that about the 90% of decisions are somehow associated with the specific color and of course depending on the product. Through effective color applications, consumers are more likely to notice the brand’s color and what it is trying to sell.

No user would buy a Mercedes Benz without its label that would provide a feeling that these cars are outstanding and adds luxury.

Human brain seeks to immediately recognize the brands as such. This is an important aspect when we talk about creating a brand’s identity. In order to compete with the direct rivals, a strong brand identity is required and the right color for the branding is the need.

Colors for Men and Women

One of the very interesting studies on this subject shows clear preferences of the different genders based on color choices. As you can see, blue color dominates both the genders. However, purple color possesses different preferences for men and women. Moreover, it is not important to consider the cultural and environmental perception while dealing with the suitability of specific color for any gender.


We know how much important colors are for humans. We don’t even expect our life without colors. Colors play a vital role, in the success of many major products. Every person has their own choices when it comes to choosing colors. So, designers have to keep in mind the concept of human psychology of colors before designing their designs.

About Author


Saurabh Tiwary

No Comments Yet.

Leave a Comment

Name is required

Comment is required

© Copyright 2015-2024 Oodles Studio. All Rights Reserved.

Request For Proposal

Recaptcha is required.