The psychology of colour in marketing & branding

Did you know that 85% of consumers cite colour as the main reason why they buy a particular product? 80% meanwhile, believe a colour scheme can make brands more recognisable, while a staggering 90% say judgement is subconsciously based on colour alone.

It’s therefore vital that brands pick the right colours to represent them in their logos, typography and any customer-facing material. This can be crucial not only for attracting attention, but also for saying what you are all about.


Apple is perhaps the most popular brand in the world and this is in part down to the colour scheme it uses, as its white branding suggests its products are clean, efficient and simple.So if you’re looking for a colour to represent your organisation, it’s worth thinking about what qualities you wish to convey beforehand and what colours might best send out that message.

But remember that the meaning and significance of colours can vary across the world. For instance, blue symbolises healing and evil repellence in Turkey, Greece, Iran and Albania, whilst it is associated with femininity in Holland, and masculinity in Sweden.

Red, meanwhile, is considered unlucky in Germany, whilst associated with masculinity in France and the UK.

And other issues must be considered too. Are you trying to reach out to impulse buyers, people on a budget, males, females? The list goes on.

Understanding your audience and considering what type of response you wish to get from them should ultimately drive your thinking and help you come up with a winning colour scheme.

For more information on this subject, download the latest infographic from promotional products retailer 4imprint – The psychology of colour in marketing and branding – which can help organisations of all sizes boost brand awareness with a range of colourful promotional products for logos and marketing messages.