Brand Identity: The Psychology of Colour

According to psychological studies, red provokes excitement and energy and, interestingly, due to the complex structure of the eye, it has the property of appearing close than it is, thus grabbing our attention. This is the reason why multiple fast-food chains persist with the colour red. In a highly competitive market where major brands are located on the same high-street, they need to grab consumers’ attention.

Blue, meanwhile, communicates intelligence, stability, wisdom and trust. Lots of charities and health organisations utilise the colour blue for this very reason; they want to build relationships and one way to successfully achieve this is via their brand identity; blue symbolises trust and loyalty.

In contrast, yellow promotes confidence, extraversion and friendliness. Not surprisingly, given its environmental link, green evokes harmony, peace and restoration.

Gender and age both play a role in determining reactions to different colours. For example, multiple studies indicate that blue stands out more for males than females, whilst evidence suggests that younger children prefer brighter colours. Think of toy some famous toy stores and brands, they largely use bright colours to entice the younger consumer!

This research is poignant because it highlights the importance of thinking about your target market when constructing or refreshing your brand identity.