How Color Psychology Affects Your Sales

Turquoise Tiffany, pink Barbie or purple Cadbury are so recognizable that they are even registered as trademarks. They help to distinguish brands from competitors, attract the target audience and convey the desired message to it.

How does the corporate color affect the perception of the company? What are the different shades associated with? And how to choose the right color when developing branding? We answer all questions in the article.

What is color psychology and how does it work?
Why color choice is important for brands
What popular colors mean and how brands use them
What determines the choice of color for the brand
What is color psychology and how does it work?

Look around: what colors do you see?

Whether it’s a red cup, a blue brochure, or greenery outside the window, each of these shades evokes certain feelings and emotions in you. The subjective meaning that people attach to different colors is studied by the psychology of color.

Source: freepik
Scientists say that the perception of colors is influenced by three factors:

Biology. Associations that are genetically embedded in us: for example, red (the color of fire) reminds us of passion and energy, and green (the color of plants) reminds us of nature.
sociocultural context. The region of residence, gender, age also affect the perception of colors. So, in Eastern culture, red means well-being, and in Western culture – sexuality, aggression, energy. Blue is loved in the USA, but in Asia it is associated with evil.
Personal experience. Lifestyle, experiences or strong emotions can completely change the idea of ​​​​color: for example, an accident on the water can cause negative associations with a blue tint.

Why color choice is important for brands

Colors influence the emotions of consumers, including when forming an attitude towards a company and making a purchase decision:

Recognition. Color can increase brand awareness by 80 percent. We strongly associate McDonald’s with golden arches, and Starbucks with a dark green mermaid. It is important that the corporate color is repeated at all points of contact with the audience: from a business card to the interior design of a store.
Detachment from competitors. Research has shown that consumers are better at recognizing and remembering visual elements that stand out from the crowd. Do you want your brand to stand out from others? Choose shades that competitors don’t use.
Increasing sales. Color influences 85 percent of purchasing decisions, so getting your brand colors right can be tied to a company’s bottom line.
What popular colors mean and how brands use them
Below we will talk about color associations, but it is worth remembering that this is only food for thought. How you will use it depends on the nature of the business, the target audience and the choice of specific shades.


Purity, tenderness, chastity, nobility

In branding, white sets a minimalist aesthetic. But it is worth remembering that it becomes visible only in combination with other colors:

Apple: The site’s black and white color scheme and white packaging emphasize the laconic design of the products;
Apple Site Colors
Tesla: The red and white electric motor logo sets the company apart from competitors who prefer more subdued colors;
Tesla Crocs White Logos
Crocs: black and white logo conveys the simplicity of shoe design and innovation that the brand brings;
Pepsi White Logo
Pepsi: The red, white and blue logo, dating back to the 1940s, is a nod to the colors of the American flag.


Exclusivity, power, chic, value, elegance

Another versatile color that designers often use. It all depends on the context in which it is placed:

Chanel, Dior, Marc Jacobs: luxury brands prefer black and white, which is designed to convey the style and luxury with which they are associated;
Chanel Dior Marc Jacobs Black Logos
“The Squid Game”: black is chosen as the background for the logo of the popular TV series. Firstly, it sets an alarming mood, and secondly, it creates the necessary contrast for the inscription in white and pink colors;
Squid Game Doritos Black Logo
Doritos: The purpose of the logo in the form of a black triangle with an orange border is to present the brand as dynamic and inspiring in order to reach the youth target audience.


Formality, reliability, calmness, restraint

The gray color is almost devoid of emotion, so not every brand is suitable. In the last decade, metallic gray has become a common choice for tech and automotive companies:

Apple: the gray logo perfectly complements the black and white corporate identity and emphasizes the materials from which the products are made;
Microsoft: the gray inscription in the logo favorably sets off the icon with four multi-colored squares and refers to the brand’s technology;
Microsoft Mercedes Benz Gray Logos
Mercedes: Metallic emblem reflects the company’s commitment to modern trends of sustainability, environmental friendliness, minimalism (a similar corporate identity is now adopted by many car brands, including Honda, Mini and others).