Have you ever wondered why colors mean so much in the visual identity process of all brands? We can easily associate red with Coca-Cola and blue with Facebook. Large companies have developed such powerful confidence in their brand identities by using logos always in specific colors. These colors retain customers. They stimulate the senses and deliver meaning in half the time of a text message.


Color psychology is a study that shows how colors affect our emotions and our decision-making power. Check out some of his main points and learn how to apply this knowledge in building your brand.

the emotional factor

Writer Faber Birren states in his book “Color Psychology and Color Therapy” that colors directly influence the decisions we make during the day. According to Birren, each color has an individual action in human actions and our brain associates each one to different emotions. This quote reinforces the thesis of the importance of color psychology in people’s behavior.


Blue is present in around 35% of the most valuable companies in the world, according to Forbes magazine. The blue color conveys calm, responsibility and security. Color stands out in contrast to warm colors and is widely used by more formal companies. Some examples are the law, healthcare or accounting fields. As a curiosity, Facebook acquired its blue tone not because it wanted to convey some kind of trust. The reason is that its creator, Mark Zuckerberg, is colorblind and the color that stands out most for him is blue.


Right after blue, red is responsible for awakening the sense of urgency in the brain, and sharpening basic senses such as hunger. Used by many fast-food chains, red attracts the eye among other colors and is associated with movement. Therefore, it is common to find automotive companies, such as Nissan and Pirelli, using red in their visual identity.

black, gray, and white

Within the context of color psychology, they are considered minimalist and luxurious. Companies that overflow with luxury in their brand construction bet on the simplicity of these colors to enhance their identity. It is associated with the fashion world (see Zara, Prada, and Chanel). It is also commonly present in items aimed at the A-class, such as Apple and Mercedes.


The freshness of green is associated with health and nature. Green is used by companies that want to make their customers feel in a great community when using their services and products. Starbucks dropped its old brown logo to embrace green, expressing a sense of home, environmental responsibility and comfort.


The giants Google, Ebay and Microsoft bet big by adopting the multicolored visual identity. What could be a risk, ended up awakening in consumers the feeling that these companies that use different colors in their logos are present everywhere and that they are accessible to solve all kinds of problems. Need to ask a question about virtually anything? Use the colorful Google. Need to buy an item and don’t know where to look? Try Ebay. Multicolored companies are often pioneers and their consumers’ first choice.

the cultural factor

Each culture has a different way of understanding and interpreting each of the colors on the spectrum. Colors have a great influence on religious beliefs, politics or cultural practices. Understanding basic differences in how each person can interpret colors based on the environment they are in is essential to avoid making mistakes in your company’s visual identity. While the color black can be associated with luxury, it can also be associated with negativity, depending on who is evaluating it.

How does color psychology affect your sales?

Understand how color psychology can impact your sales

Learning to apply the right colors at the right times can be a big wildcard in increasing your sales. This goes not only in your logo. All sales strategies of your business must be aligned with the positioning achieved by your visual identity.

In the case of creating a website and developing your brand, you need to assess whether its design and your marketing strategy are aligned with your target audience. Does the site encourage your customers to engage, click on links and explore your offerings? Are the buttons well located and visible so that all consumers have easy access to what they want to find?

It takes about 90 seconds for a consumer to make a decision based on how you promote your products or services. During this short time, your company must use the power of colors to engage your potential customer.

If your brand stands out with a correct visual strategy, it is certain that any marketing action or campaign will be instantly recognized by your target audience. With this information in hand, think carefully about what color to use when adding a button to your website or to your business cards .

Using colors in your company’s marketing

The goal of any marketing strategy is to get your business noticed.

So it’s worth creating your entire identity with the correct color combination of colors. It can mean all the difference between standing out or being ignored. Understanding how they affect the human emotions and brain responses of your consumers will help you achieve all your brand goals and build customer loyalty.

  • Color ads tend to be 26% more recognizable than black and white.
  • 80% of consumers more easily recognize a brand using its colors.
  • Women generally identify more with blue, purple and green.
  • Colors add value to products. Wine is associated with refinement, while orange indicates price promotion.
  • Gray, despite also being rated as a color that exudes luxury, awakens a feeling of loneliness.

Choosing the right colors to represent your company is a process that takes time and dedication. Now that you know how important they are to your consumers, the first step is to start testing different shades and analyzing how your customers react to each one of them, so you can decide which color will be “the face” of your business. Creativity is the key!