When you think of the colours red and yellow, what brand instantly comes to mind?

McDonald’s, right?

You might even begin to imagine their iconic arches with it.

That’s the power of colour in branding!

It’s not just about aesthetics.

It’s about creating an emotional connection so strong that your customers recognise you anywhere.

About 93% of people around the world will decide to buy a product just because of its colour.

You might be wondering how to create that same instant recognition for your brand.

In this blog, we’ll explore the psychology of colour and how certain colours evoke powerful emotions. 

Learn the ins and outs of the colour wheel so your brand can stand out and attract your ideal customers.

The Science Behind Colour Psychology

Colour psychology is the study of how different colours influence human emotions, perceptions and behaviours.

Colours come from light and each wavelength of light is a particular colour.

And when light hits our eyes, it triggers a whole rainbow of reactions in our brains!

Notice how different colours make us feel different emotions?

Some— like blue and green— make us feel calm.

Others, for example, red, get us all fired up and ready to go!

It’s not just about seeing colours— it’s about actually feeling it.

Why Do We Link Colours to Our Emotions?

It’s fascinating how we automatically link certain emotions to colours, but why does this happen?

Here are 3 factors that could explain our emotional response to colours :

1. Biological Responses 

Did you know that red can actually increase a person’s blood pressure and heart rate?

And it’s simply because of biology.

Red is a highly stimulating colour due to its wavelength.

When we see red, our brain interprets it as a signal for action.

This is thought to trigger the body’s “fight or flight” response which causes our heart rate to pick up!

In contrast, cooler colours like blue are less intense for the brain to process.

This is why they can have the opposite effect, calming the nervous system and slowing down heart rate.

2. Cultural Significance

Different cultures attach unique meanings to colours. 

For example, in Western cultures, white is often associated with purity and weddings.

While in some Eastern cultures, white is linked to mourning and funerals.

Through culture, some colours can be seen in a positive or negative way.

In a study that tested 4,500 people from 30 countries, most participants considered purple as a positive colour except for Greek participants who saw it as sad.

3. Marketing and Conditioning

We’ve been conditioned to associate certain colours with specific emotions through years of branding and advertising.

Take red again, for example.

It has been used countless times to signal sales, promotions, or limited-time offers.

It stirs up that feeling of “I need to act now,” creating a sense of excitement and motivation.

Colour in Marketing: Pepsi’s Original Brand Colour and Why They Changed It

When Pepsi first launched in 1898, its original brand colour was actually red.

At the time, red was a popular choice because of its bold, attention-grabbing nature. 

Pepsi chose red to mimic Coca-Cola, which earlier came out in 1886.

Coca-Cola’s branding was strong and effective, and Pepsi wanted to tap into that same sense of excitement and energy.

They even tried to mimic Coca-Cola’s font.

But it didn’t work— Pepsi had a hard time keeping up with Coke.

It only caused confusion among customers.

So in 1950, Pepsi decided to change things up by adding blue as a central part of their brand identity.

Instead of mimicking Coke, they now wanted to differentiate themselves.

Adding blue to their logo gave Pepsi a more distinct look.

Blue conveyed a sense of cool youthfulness and energy.

They successfully positioned themselves as the choice of the youth at the time.

This simple shift in colour choices shows us how powerful colours can be in attracting a new market and creating your own brand identity.

The Colour Wheel: Which Colours Should You Choose

Now, let’s talk about the colour wheel. 

This little circle is about to become your new best friend in branding.

The colour wheel is like a cheat sheet for colour relationships.

It shows you which colours work well together— which ones make the other pop!

Primary, Secondary, and Tertiary Colours

At the core of the colour wheel are primary colours: red, blue, and yellow. 

These are the building blocks of all other colours. 

Primary colours are bold and eye-catching. 

Mix them together, and you’ll get secondary colours: green, orange, and purple.

When you mix primary and secondary colours, you create tertiary colours, like red-orange or blue-green. 

This gives you a wide range of options to work with when crafting your brand’s colour palette.

Colour Harmonies: Complementary, Analogous, Triadic

Once you have your colours sorted, it’s all about finding harmony. 

Here are a few popular colour harmonies you can use:

• Complementary

These are colours that sit opposite each other on the wheel, like blue and orange. 

They create a vibrant contrast that’s visually striking, making them great for grabbing attention.

When you use a blue background, for example, on an orange product, it will make the product stand out!

• Analogous

These colours sit next to each other on the wheel, like blue, blue-green, and green. 

They create a more serene and cohesive look, perfect for brands that want to convey calmness and harmony.

• Triadic

This harmony involves three colours that are evenly spaced around the wheel like red, yellow, and blue.

Bold and balanced, these can give you a vibrant look even with muted tones.

What about Black and White?

Technically, they’re not on the colour wheel.

Black is the absence of light, while white is all colours combined.

Despite their absence on the wheel, black and white still play a crucial role in your branding.

• Black: Sleek, powerful, sophisticated. Think luxury brands or high-end products.

• White: Pure, clean, modern. Perfect for minimalist designs or brands focusing on simplicity.

Interestingly enough, even though white can be a popular colour in branding, research says that only 8% of people notice it on logos.

Tech Report calls white the “Most Overlooked Colour in the World.”

Choose Colours That Reflect Your Brand Personality

Colours can be a powerful tool in shaping your brand identity.

In fact, colour is responsible for about 80% of brand recognition.

People around the world recognise brands by their colours more than their names.

By understanding colour psychology, you can craft a brand that truly connects with customers on an emotional level.

Take a moment to evaluate your current scheme.

Embrace the colour wheel in your brand strategy.

Experiment with different colour harmonies.

Apply it to your social media posts, to your packaging, and even to your font colour!

Now that we’ve tackled the visual aspect of branding…

It’s time to think about how your words can complement those vibrant colours.

Your messaging is just as crucial as your colour palette in creating a cohesive brand identity. 

Our free guide “Evoke 5” dives deep into 5 copywriting elements that your website should have to turn hesitant strangers into excited buyers!

We share a simple step-by-step process you can easily follow taken from 10 years worth of real-life business experience.