Hue Got It – How Colours Influence Brand Image and Customer Decisions
For marketers and brand leaders, colour is far more than an aesthetic choice. According to our latest research surveying more than 1,000 UK consumers, colour is often the first – and most lasting – impression of a business.
This report explores in depth the role of colour in shaping consumer trust, emotional engagement, and purchase decisions, offering clear insights for businesses on how to use colour strategically in marketing and brand building. The findings are not only insightful but also highly actionable, giving marketers a roadmap to apply psychology, perception, and consumer behaviour principles through colour.
The Power of First Impressions
First impressions are everything in branding, and colour plays a central role. Almost half of consumers (49%) said that colour helps brands stand out in a crowded marketplace, while 40% said it sets the tone or mood. In fact, nearly a third (31%) said they notice colour before they even see the logo or name and almost 1 in 5 (18%) said the colours used in marketing shapes how they feel about the brand before they know anything else. This suggests that for marketers, colour may be the single most important visual element for grabbing attention in the critical first few seconds of exposure.
Think about the red of Coca-Cola, the golden arches of McDonald’s, or the clean blue of Facebook these brands have become instantly recognisable not just because of their logos, but because of the colours they consistently use. Consumers often subconsciously register these colours before they even read or interpret other aspects of the branding. For businesses, this reinforces the idea that choosing the right colour palette is not a matter of decoration; it’s a strategic decision that affects brand recall and recognition.
Why Colour Shapes Consumer Perception
The research shows that colour is memorable and emotional. More than half of consumers (52%) said it helps them remember a brand more easily, and almost as many (48%) said colour creates an instant emotional reaction. A further 28% believe it communicates the brand’s personality or values, while 21% said it adds professionalism and consistency. For brands, this highlights colour as a powerful shorthand – conveying meaning faster than words or imagery.
For example, ‘eco-focused’ brands like Innocent Drinks and The Body Shop lean heavily on ‘green’ to communicate naturalness, sustainability, and trustworthiness. In contrast, premium brands such as Chanel and Apple use black, white, or metallic tones to suggest sophistication, luxury, and timelessness. Colour bridges the gap between what a brand wants to communicate and how consumers actually interpret it.
What Makes Colours Memorable
Once colour has captured attention, it continues to shape how consumers recall and engage with brands. Over half (51%) said bold, attention-grabbing colours stand out most, while 40% valued colours that feel unique and recognisable. A third (31%) said colours that reflect a brand’s personality leave the strongest impression, and 27% remembered a brand primarily because of its colour.
This means marketers can use colour to position a brand as daring, approachable, innovative, or timeless. Bold reds, yellows, and purples may help a disruptive startup appear more vibrant and fearless. Meanwhile, carefully chosen muted tones might communicate stability and trustworthiness in industries where reassurance matters most, such as finance or healthcare. What matters most is alignment between brand colour, brand personality, and consumer expectation.
Colour’s Role in the Wider Brand Identity
When asked to compare colour with other branding elements such as typography and imagery, 43% of consumers said colour was equally important, while a third (33%) said it was the single most influential factor. This positions colour as a cornerstone of brand identity – one that marketers cannot afford to overlook when building campaigns or designing visual identities.
The lesson here is integration. Colour doesn’t work in isolation; it needs to complement other aspects of the visual identity. The typography of Google, for instance, would be far less distinctive without the playful primary colours that bring it to life. Similarly, Starbucks’ iconic green circle works in harmony with typography and iconography to deliver a consistent and memorable brand identity.
Trust, Loyalty, and Brand Confidence
Trust is the foundation of loyalty, and the research revealed just how much colour affects this. Almost three-quarters (71%) of respondents said that colour influences whether they trust a brand. Yet, 58% believe businesses underestimate its importance in marketing. For brand leaders, this is a call to action: a carefully chosen colour strategy in marketing can directly strengthen consumer confidence.
Consider the banking sector. Brands like Barclays and American Express rely on blue, a colour associated with calmness, reliability, and trust. In contrast, food and drink brands such as Starbucks or Whole Foods use green, symbolising freshness and honesty. In both cases, colour plays a silent but vital role in cultivating consumer trust before a single product is experienced.
The Emotional Impact of Colour in Marketing
The study uncovered powerful emotional responses linked to colour, showing how palettes can shape consumer perceptions before a single word is spoken. Blue emerged as the colour most strongly associated with calmness (65%), but it also communicated trust (27%) and friendliness (22%).
Yellow was linked to happiness (42%), friendliness (29%), and excitement (25%), making it a natural fit for brands that want to appear warm and approachable. Red delivered a more polarised reaction, with 43% associating it with anger, but almost a quarter (24%) linking it to excitement – proving it can be energising in the right context.
Black is seen as corporate (30%) while one in five (20%) associated it with luxury and prestige, highlighting its role in high-end branding.
Green was associated with calm (43%), trust (32%), and friendliness (31%), reinforcing its popularity with ‘eco-friendly’ and wellness brands.
Similarly, orange triggered a mix of calm (43%), trust (32%), and friendliness (31%), showing it can provide balance between energy and warmth.
Neutral tones, such as brown and grey, were less positive, with many associating them with being corporate, though grey was also linked with calmness (24%).
For marketers, the message is clear: colour is more than visual appeal – it is emotional branding. Choosing a palette can either align a brand with positive associations like trust and happiness or, if mishandled, risk being perceived as cold or uninviting. For example, a tech startup wanting to communicate innovation and friendliness might opt for blue with accents of green, while a luxury fashion label might lean into black and gold to signal exclusivity.
Industry-Specific Expectations
The research also highlighted how colour associations vary by industry, offering marketers a roadmap for aligning brand palettes with consumer expectations. In healthcare and construction, yellow was most trusted with more than 1 in 4 (26% in both), suggesting that its links to energy, optimism, and visibility make it reassuring in industries focused on safety and wellbeing.
Finance, by contrast, leaned heavily on black (23%), reflecting associations with professionalism, authority, and reliability. Food and drink were most strongly linked with green (22%), echoing consumer demand for freshness, natural quality, and sustainability.
Fashion branding showed more fragmented results, with red (15%), black (13%), and pink (12%) each seen as trustworthy by different groups – an indication that fashion brands can play with a wider palette to express personality and stand out.
Technology brands were most trusted when using black (24%) and blue (20%), aligning with modernity, sophistication, and innovation. According to the research, legal services are associated with black (32%), reflecting a consumer preference for seriousness and authority in that space.
Real-world examples illustrate these findings. Nike often uses bold black and white contrasts in fashion and sportswear, signalling strength and authority, while H&M leans on red to highlight accessibility and energy. In technology, Apple’s clean white and black branding projects simplicity and authority, while Microsoft’s multicoloured palette suggests inclusivity and diversity. Each choice reflects not only brand values but also consumer expectations in their respective industries.
For marketers and brand owners, this means colour strategy cannot be one-size-fits-all. Each industry comes with built-in expectations, and colour choices either reinforce these associations or deliberately disrupt them to stand out. Both strategies can be powerful, but they must be intentional.
Driving Choice at the Point of Sale
Beyond recognition, colour directly affects consumer decisions. More than half (56%) admitted that colour influenced them to choose one brand over another. Meanwhile, 61% said they sometimes feel emotionally drawn to a product because of its colour branding, and 1 in 5 (20%) said this happens all the time. This proves that colour is not just a matter of identity – it has a measurable impact on sales.
For example, consider the retail shelf, where dozens of competing products vie for attention. A bold yellow detergent box or a calming green tea package can tilt consumer preference in an instant. For brand owners, understanding how colour guides impulse and repeat purchases is a critical marketing advantage.
Staying Relevant with Modern Palettes
Consumers associate certain colours with innovation and modernity. Blue led the way (50%), followed by white (36%), green (31%), red (29%), and purple (26%). In contrast, grey (24%), black (21%), and brown (21%) were seen as overused. This provides a clear signal: brands that wish to project progressiveness and creativity should lean into colours that feel fresh and dynamic.
For example, technology disruptors often employ bright gradients or bold hues to differentiate themselves from traditional corporate players. Spotify’s green and purple gradient or Instagram’s warm pink-to-orange gradient show how colour innovation can modernise a brand while appealing to younger audiences.
The Risks of Rebranding
Changing colours can be risky. While 62% said a new colour scheme didn’t affect their trust, 38% said it did. Additionally, 36% admitted avoiding a brand due to its colour scheme. Marketers must therefore approach rebranding strategically, maintaining brand equity while refreshing visual identity.
History shows the impact: Mastercard retained red and yellow when updating its logo, maintaining recognition while modernising. Radical colour changes without testing can lead to lost recognition and loyalty. Communicating reasons behind changes and gradual rollout can mitigate consumer resistance and maintain trust.
Bright Colours Win Attention
When asked whether bright or neutral colours were more effective, 80% of consumers favoured bold and bright tones. This demonstrates that in crowded markets, vibrant colours play a key role in capturing attention and driving engagement. Bright colours are naturally eye-catching, ensuring that brands stand out on shelves, digital platforms, and advertising channels.
However, brightness alone is not enough. The effectiveness of bold colours depends on their alignment with brand personality and target audience. For instance, a finance brand may use brighter shades of blue to convey innovation while maintaining trust, whereas a food or beverage brand may employ energetic yellows and reds to inspire appetite and excitement. The strategic use of bright colours requires understanding both psychological associations and contextual relevance.
Bold palettes also contribute to emotional resonance. According to the research, consumers respond positively to colours that trigger feelings consistent with brand messaging. Bright tones can evoke energy, optimism, and creativity, whereas overly muted or neutral palettes may fail to elicit emotional engagement, even if they communicate professionalism. For marketers, the challenge lies in balancing visual impact with emotional connection, ensuring that the chosen colours reinforce rather than conflict with brand values.
Moreover, bold colours can enhance brand recall. The insight shows that distinctive colours help brands stay top-of-mind, enabling consumers to quickly recognise and differentiate them from competitors. Consistent use of vibrant, signature colours build familiarity and reinforces brand identity over time. This principle applies across all touchpoints, from packaging and signage and promotional products to digital interfaces and social media campaigns.
In practical terms, marketers should approach bright colours strategically: define the emotional and cognitive response desired, test palettes with target audiences, and ensure cohesion across all brand touchpoints. When used thoughtfully, bright colours become a powerful tool for visibility, differentiation, and long-term brand equity.
