Meaning of Colors, Color Psychology and Branding

As a creative agency, we often encounter brand design projects that are certainly one of the most complex expressions of our work, in every brand the meaning of colors plays a fundamental role.

A brand must visually and chromatically express the universe of the reality it represents, both in terms of emotions and value. A good project must crystallize the distinctive traits of the brand and must create an imagery that excites and ignites the expectations of the people it comes into contact with. We are called to create something that is memorable and immediately identifies the brand, which is why color psychology must be carefully evaluated.

Color represents one of the most powerful tools we can use to emotionally and aspirationally impact our target audience. Colors cannot be chosen randomly at all, we must be aware of the effects exerted by color combinations on people and especially the meaning they represent for the observer.

By working consciously with color, we can express psychological and affective meanings that can vary significantly depending on the context, individual subjects, and also the cultural groups we are addressing. Each color implies a direct or indirect meaning that contributes to creating the perception of the brand. There are even some colors that go beyond the individual brand and define entire sectors: blue, for example, has always represented the financial sector.

The Psychology of Colors

Color psychology is associated with the emotional component of human experience, not only at the level of culture and tradition but also at an instinctive and biological level. Colors have different effects on the nervous system depending on the different wavelengths that compose them. Warmer colors, such as reds and yellows, have longer wavelengths and the energy needed to process them, once transmitted from the eyes to the brain, is greater. The corresponding increase in energy level and metabolic rate translates into a state of excitement. Conversely, the shorter wavelengths of cooler colors, such as blue, green, and purple, require less energy to process, resulting in a slowing of the metabolic rate and thus a calming and relaxing effect.

The Meaning of Colors Applied to Branding

Far from being able to treat the subject of colors exhaustively, in this article we propose a brief guide that can orient on the psychological implications of colors in our own culture: the Western one.

BLUE

The calming power and the feeling of protection or security of the color blue are due to its reduced wavelength. The association with sea and sky elements favors a perception of solidity and reliability. Statistically, blue is the color preferred by the greatest number of people. Cool blue is perceived as reliable, authoritative, and safe. This color is often applied by financial institutions as it expresses authority, stability, and trust.
Choosing the color blue is also ideal for the aviation, healthcare and wellness, agriculture, technology, and web sectors.

Among the brands that use blue: Facebook, Visa, DELL, Intel, Allianz, Nokia, Ford, PayPal, Visa, Samsung, Panasonic, Reebok, Nivea.

RED

Red is one of the most noticeable colors. Red stimulates the autonomic nervous system to its maximum levels, causing an adrenaline reaction, increasing salivation in case of hunger, or stimulating instinctive reactions. Red activates the pituitary gland, increasing heart and breathing rates. This visceral response makes red aggressive, energetic, and provocative. Red elicits a passionate response, although not always favorable; for example, it can communicate danger or a state of indebtedness.
Choosing the color red is ideal for the food and beverage sectors, as well as for youth-oriented, technological, love-themed, and medical products.

Among the brands that use red: Coca Cola, Red Bull, Kellogg’s, McDonald’s, Adobe, Lego, Levi’s, H&M, Avis, Colgate, Netflix, Adobe, Pinterest, YouTube.

GREEN

Green has the shortest wavelength and is the most relaxing color in the spectrum. In general, green denotes health, freshness, and serenity. The association with nature and vegetation gives a sense of security and protection. The lighter it is, the greater the sense of youth and calmness. Dark greens, on the other hand, give the idea of economic growth and prestige. The more neutral the green, such as olive green, the greater the sensation of realism it conveys.
Choosing the color green is ideal for environmental, economic and financial, pharmaceutical, wellness, and technology sectors.

Among the brands that use green: Android, Starbucks, Holiday Inn, Land Rover, Tic Tac, Xbox, Heineken, Carlsberg, the Lacoste crocodile, Spotify.

YELLOW

In every society, yellow is associated with the sun and warmth. It communicates optimism, positivity, and light. Compared to other colors, it gives an illusion of closeness in space and helps to brighten surrounding colors. Some shades seem to motivate and stimulate creative thinking and energy. Yellow stimulates reflection and memorization. Light yellows tending towards green can cause anxiety, while darker ones evoke wealth.
Choosing the color yellow is ideal for energy, domestic, and food sectors.

Among the brands that use yellow: Burger King, Hertz, McDonald’s which combines two primary colors red and yellow present in the “M” to create an atmosphere of positivity and joy. Shell, Post-it, BIC, Renault, Ikea, NIKON, Snapchat.

PURPLE

Purple is perceived as an accommodating color, but also as mysterious and elusive. Purple is one of the favorite colors of creative types. The value and tone of this color greatly influence communication: darker purples can inspire a sense of death while paler and colder ones, like lavender, are delicate and nostalgic; purples tending towards red, like fuchsia, are exciting and energetic; purples like plum evoke a feeling of magic.
Choosing the color purple is ideal for fashion and cosmetics sectors (beauty centers and anti-aging products), for healthcare, and for children.

Among the brands that use purple: Milka and Cadbury for chocolate but also Yahoo!, Zoopla, Taco Bell, and FedEx in combination with orange.

PINK

The message of pink varies based on its intensity. Hot pinks convey energy, youth, fun, and excitement and are recommended for less expensive or trendy products for women or girls. Dusty pinks seem sentimental. The quintessential feminine color, it evokes tenderness, sensitivity, love, care, and empathy.
Choosing the color pink is ideal for the confectionery sector, for products related to the female world, for weddings, and for children.

Among the brands that use pink: Barbie, Cosmopolitan, Indiegogo, Victoria’s Secrets.

ORANGE

Orange is the combination of red and yellow colors, orange generates sensations similar to those of the colors that compose it: vitality and excitement (red) and warmth and cordiality (yellow). This color evokes exuberance, fun, and vitality. Darker oranges stimulate salivation and a sense of luxury, lighter ones connote physical well-being, freshness, quality, and strength. The more neutral the orange, the less active it is, although it retains a certain sophistication and exoticism.
Choosing the color orange is ideal for the banking sector, technology, energy drinks, youth products. Peach tones work well in healthcare, catering, and beauty and wellness sectors.

Among the brands that use orange: Mastercard, ING DIRECT Conto Corrente Arancio, Amazon, EasyJet, TNT, Etsy, Fanta, Harley-Davidson, Blogger, and Bitly.

BROWN

The association of brown with earth and wood gives a sense of well-being and security. This earthy color conveys simplicity, durability, and solidity. In some cases, it can elicit a negative response from consumers who consider it ‘dirty’. Some shades of brown, such as terracotta, can give a refined appearance. From a functional perspective, brown tends to hide dirt, making it a logical choice for some transportation or industrial companies.
Choosing the color brown is ideal for the clothing, automotive, agriculture, food, and high fashion sectors.

Among the brands that use brown: Yves Saint Laurent, Louis Vuitton, the express courier UPS, Nespresso, M&Ms.

BLACK

Black is the strongest color in the spectrum. Black is serious, bold, powerful, and classic. It creates drama and connotes sophistication. The color black is functional for representing expensive products, but it can also be heavy if not used appropriately.
Choosing the color black is ideal for expensive products, such as high fashion brands.

Among the brands that use black: Chanel, Dolce&Gabbana, Gucci, Prada and Ralph Lauren, Nike, Puma, Mercedes-Benz, Lamborghini which together with gold indicates the ultimate luxury, Jack Daniel’s, Nintendo, MTV, Disney and WWF.

WHITE

White has an authoritative, pure, and enveloping power. As a combination of all colors of light, it represents the concept of totality and spiritual power. The color white expresses simplicity, cleanliness, and purity. The human eye perceives it as a bright color, which is why it is used to immediately attract attention in signage. White is often used in products for babies and health.
Choosing the color white is also ideal for domestic, religious, bridal, legal, medical, and technological sectors.

Among the brands that use white: Adidas, Kappa, Cartier, Sony, Lancôme, Zara.

GRAY

Neutral and balanced, gray in lighter shades refers to the brilliance of silver and the shine of metal. It requires a lot of attention when using darker shades, which refer to concepts of darkness, sadness, and gloominess. It is often associated with other colors to make the brand more vibrant, as in the case of Audi and Toyota, which pair it with red.
Choosing the color gray is ideal for the technology, steel, and automotive sectors.

Among the brands that use gray: Apple, Wikipedia, Mercedes Benz, Audi and Toyota.

The meaning of colors in different cultures

As already mentioned, the psychological properties of colors also depend on the reference culture and the personal experience of the observer. In this infographic, we propose a visual summary where you can verify the meaning of each color in different cultures. This tool is particularly important for those who decide to target markets very different from their own context of origin.

Are you evaluating the right colors to apply to your specific case?

If you have difficulty identifying the right color palette and need guidance on the meaning of colors for your needs, your sector, and your target, we are at your disposal to support you!

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