Colour is everywhere. It can influence consumers and the way they view the personality and representation of your brand, as well as be a key component in marketing. Having an understanding of colour theory and what particular colours to use when showcasing your brand is crucial – first impressions count! Colour is involved in everything, whether it’s logos, product labels, websites and more. It’s an unexpected yet useful resource.

What is colour psychology?

The psychology behind colour is how it affects human emotions and behaviours and how they can be influenced. For example, the colour blue, which most people associate with the ocean or a swimming pool, can create feelings of tranquillity, calm and stability.

Colours have the amazing ability to evoke certain emotions which could be linked to memories that then link to specific tones. This makes colour psychology a powerful communication tool, especially in marketing, branding and advertising.

Colour psychology in marketing and branding

The main goal in marketing and branding is to connect with the target audience, by having brand awareness, loyalties and a strong and effective marketing campaign. There are certain strategies behind colours that customers will connect with psychologically; this could be the style and tone of a brand simply just from the colours present, therefore it’s important to utilise a strategic placement and growth of colour.

Using primary colours can convey the overall traits of the company or brand. In addition, secondary colours can evoke even more emotion or encourage a ‘call to action’. An example would be highlighting a button on a web page urging new customers to join a mailing list. Overall having an understanding of the psychology behind colours can build an audience and drive sales.

Big brands that use colour psychology


The iconic red branding stands out and signifies passion, power and energy – the perfect choice for a company that sells fizzy drinks. The colour red automatically attracts attention and is proven to quicken human heart rate and raise blood pressure, therefore you’re ready to take action triggering you to impulse buy. This is great for boosting sales!


Blue is the main colour associated with ford. It evokes trust, dependability and commitment, which is everything you want to hear when making a big purchase and a decision on a car you’ll have for many years. This is why colour psychology is so important, as the customer feels as if they are in safe hands – therefore viewing ford as a trustworthy, steady brand.


The Mcdonald’s logo is so prominent and well-known. The colour red promotes feelings of energy, excitement, and optimism and has even been proven to boost a human’s appetite. The colour yellow reminds us of sunshine, hope and happiness – giving a dose of cheerfulness e.g. A visit to Mcdonald’s is simple, fast and cost-effective.


Nickelodeon was the first cable channel made for children, so the brand needed to have a statement colour… orange! This colour not only represents playfulness, creativity and entertainment but reassurance and safety for the parents that the brand is suitable for children.

The colour codes

  • Red: energy, strength, love, aggression, excitement, emotion.
  • Blue: purity, coolness, calm, stability, serenity, intelligence, trust
  • Yellow: Cheerfulness, happiness, friendly, spirit, optimism, creativity
  • Green: peace, balance, harmony, universal love, nature
  • Black: Glamour, seriousness, control, reserved, clarity, sophisticated
  • White: Simplicity, purity, cleanliness, equality.
  • Purple: royalty, truth, spirituality, vision, authenticity
  • Orange: Fun, freedom, motivation, comfort, warmth, food
  • Brown: Nature, power, support, reliability, seriousness

Building a brand with Rooster Marketing

If you have any questions, or enquiries or simply want some marketing support, get in touch with us here at rooster for more information.