the psychology of color

why it matters

Research shows that that consumers make subconscious judgments within 90 seconds of initially viewing a person, place or thing, and up to 90% of that assessment is based on color alone — meaning a brand palette could make or break a consumers' decisions on where to shop, what brands to trust, quality and reliability.

so, what colors work best for your brand?

Here's a breakdown of color meanings and what each says to a consumer:

red

• Attracts Attention

• Universal Representation of Love

• Evokes Strong Emotions

• Increases Appetite

• Great for Creating a Sense of Urgency in Calls-to-Action

orange

• Represents Friendliness & Enthusiasm

• Eye-Catching in Nature

• Activates Brain Activity

• Promotes Happiness

• Great for Making Calls-to-Action Stand Out

yellow

• Represents Happiness & Positivity

• Quickly Grabs Attention

• Evokes a Sense of Playfulness & Affordability

• Encourages Communication

• Great for Relaying Caution to Consumers

green

• Represents Growth & Healing

• Creates Connection

• Evokes Positive Emotions with Money & Nature

• Promotes Balance & Tranquility

• Great for Environmentally Friendly Brands & Campaign

blue

• Represents Tranquility & Security

• Universally Popular with Men & Women

• Evokes Security & Trust

• Promotes Productivity

• Great for Brands in the Financial, Medical & Mental Health Industries

purple

• Represents Wealth & Luxury

• Activates Imagination

• Evokes Feelings of Wisdom & Creativity

• Promotes a Soothing Identity

• Great for Promoting Luxury Brands & Products

pink

• Represents Femininity & Cheer

• Activates a Craving for Sweets

• Evokes a Sense of Fun & Playfulness

• Promotes an Energetic Identity

• Great for Calls-to-Action Targeting Females or Promoting Sweets

gray

• Represents Neutrality

• Creates a Calm Setting

• Evokes Unbiased Feelings

• Promotes Practicality Over Emotion

• Great for Universal Brands, or as a Background or Secondary Logo Color

black

• Represents Seriousness & Elegance

• Creates a Sense of Exclusivity

• Evokes Feelings of Sophistication

• Promotes Elegance & Class

• Great for Promoting Luxury Brands