Colors are bound to influence us in one or the other way as we are surrounded by colors from everywhere. Color influences perceptions in ways that you might not know. The study of colors as a determinant of human behavior is color psychology.

Color unknowingly affects moods and feelings, hence color psychology is used widely in marketing and branding. According to color theory, there are certain rules and guidelines as to why a certain company has a particular color in its logo. Each color speaks something about it. They associate emotions with them. The psychological properties of colors are as follows:


So far as red is concerned, it connotes many positive qualities such as vigour, determination, passion, power, confidence and energy. Red is bold and youthful!

In terms of the visible spectrum, red has the lowest frequency, and therefore the longest wavelength. Therefore, it is visible from a great distance. This is why many companies, especially brands of the fast-food industry or any retail industry chooses to take red as the colour of their logo.

Also, the logos of many popular restaurants like McD, Burger King, KFC have a red coloured logo so that they can be spotted on the highway on their respective signages. Red also increases the appetite that encourages food purchases.

Apart from being visible from a great distance, it catches the attention of people very easily since its contrast from any other color is quite huge. Spotting a red colour is easier, so a lot of MNCs and brands refer it.

Blue relates to emotions like peace, harmony, calm, trust, communication, corporate that customers relate to. Blue works with stimulating clear thoughts and calming the mind.

Brands use blue to evoke the feeling of trust, reliability and safety. For the same, many healthcare brands like Durex, Oral B, Vaseline use blue as their brand color.

Also, social media channels like Facebook, Twitter use blue because of its relation to calmness, communication and being social.


The brightest color of the visible spectrum, yellow is associated with happiness, friendliness, confidence, optimism and summer. Lifting the spirit, yellow stands out a strong color evoking positive emotions.

That is why the logos of luxury brands like Ikea and Ferrari have a yellow logo.

Mc Donalds and Subway have yellow in them for happy summer feeling. Even Coldplay has a song named yellow evoking optimism.

However, the wrong tone of yellow can disrupt the emotions causing anxiety.


Being a combination of two primary colors red and yellow, this color relates to enthusiasm, energy, success and balance between warm and adventure.

Stimulating the senses, the channel Nikelodeon for kids and the brand Fanta also has orange color denoting fun and enthusiasm. The logo of Harley Davidson is orange signifying adventurous sentiments.


The color green is mostly associated with nature, money, growth, fertility, health and taste. Green is the color of balance as it comes in the middle of the visible spectrum.

If the brand revolves around nature, health and sustainability, green is the color to go! Health and fitness niche also involves a lot of green in their branding.

Violet or Purple:

Violet depicts sophistication, nobility, luxury and wisdom that is why violet is used by brands like Cadbury, Hallmark and Taco Bell use this color conveying luxury sentiments, safety and sensuality.

Black or white:

In the case of monochrome logos, only a single color is used as the word ‘mono’ itself means one. Brand color is easily recognized since there is only one color. If it is a different or unique color palette, it leaves an effective mark and a strong recall value.

While white denotes youthful, fresh and modern attributes, black is often considered powerful and glamorous. Black is essentially the absence of light since it absorbs all of the light, on the contrary white reflects all the colors.

Colors play an important role in visual branding. Now that you know much about how colors influence your perception and alter your emotions, get going with designing your brand according to your brand philosophies.

Hope this information helped!

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