The Psychology of Colors: How Brands Use Colors to Influence Us
When thinking of small yet powerful tools commonly used daily, color should be one of the first to come to mind. Colors play a more influential role in our lives than many people realize. They are used in various aspects of daily life, but their psychological impact is especially significant in marketing and branding. Since it’s not just about making things look visually appealing, it’s about influencing emotions, shaping decisions, and guiding behavior. This is where the concept of color psychology comes into play.
Color psychology is the study of how colors influence human emotions and behavior. Each color carries its psychological meaning. For example, blue often evokes feelings of trust and calmness, which is why it’s commonly used in corporate branding. Red, on the other hand, can create a sense of urgency or excitement, while green is typically associated with health, freshness, and growth. A great example of this is Whole Foods, which uses green as the primary color in its logo to reflect its commitment to offering fresh, high-quality products. This demonstrates how marketers strategically use emotional triggers to connect with their audiences on a deeper level. (Whole Foods Market Logo, 2024)
Colors are an essential part of a brand’s identity. Companies use specific colors in their logos and marketing materials to reflect their values and communicate with their target audience. A great example is Coca-Cola. Its iconic red logo is not just eye-catching, it’s designed to evoke energy, excitement, and passion. The bold red also helps it stand out on store shelves, creating instant recognition. (Coca‑Cola Red: Our Second Secret Formula, n.d.)
Beyond logos, colors are strategically used in marketing campaigns, advertisements, and packaging to influence consumer decisions. For example, in Indonesia, Indomie, a beloved instant noodle brand, uses vibrant red and yellow in its packaging. These colors are not random; they create a feeling of warmth and hunger, making the product more appealing and plays an important role in the sales promotion. (Amadi, 2018)
Color is more than just a visual element—it’s a psychological tool that shapes how we feel, think, and act. When used effectively, color can boost brand recognition, influence emotions, and drive consumer behavior. In the competitive world of marketing, understanding and applying color psychology gives businesses a powerful advantage.
References
Amadi. (2018). Assessing the effectiveness of product packaging in sale promotion . Academia.edu, 64.
Coca‑Cola Red: Our Second Secret Formula. (n.d.). Retrieved from coca-colacompany: https://www.coca-colacompany.com/about-us/history/coca-cola-red-our-second-secret-formula
Whole Foods Market Logo. (2024, April 05). Retrieved from 1000logos: https://1000logos.net/whole-foods-logo/
Written by: Thrya Abdulraheem Motea Al-aqab
Edited by: Meigitaria Sanita
