The Magic of Colour Psychology in Branding

In a world full of brands competing for your attention, have you ever wondered what makes you choose one brand over another? Is it the logo, the packaging, or perhaps the catchy slogan? While these elements certainly play a part, we’re here to discuss one silent influencer that often goes unnoticed – colour.

Let’s dive into the realm of colour psychology, where colours transcend aesthetics and emerge as powerful tools of persuasion.

The psychology behind colour

Think about the last time you saw a fiery red sports car and a serene blue ocean. Did they make you feel the same way? Probably not. That’s because colours have a remarkable ability to evoke specific emotions.

Colour psychology examines the psychological and emotional effects of different colours on individuals and seeks to understand how these effects can be harnessed in various contexts, including marketing, design, and branding.

The idea behind colour psychology is that colours can evoke specific emotional responses, influence mood, and even affect decision-making. Different colours are believed to carry distinct meanings and associations, and these can vary across cultures and individual experiences.

In branding, emotion plays a crucial role in establishing a deep and lasting connection between a consumer and a brand.

We’ve unpacked some popular colours and their associated meanings below.

Blue: The trustworthy and calming companion

Blue is the colour of trust and dependability. Brands like PayPal, Visa and Telstra use blue to signify security and reliability. Social media giant Facebook chose blue, perhaps as a reminder that they’re your trusty digital account.

Positive: Intelligence, reliability, security, trust, professionalism, calmness

Negative: Coldness, obscenity, depression

https://www.pinterest.com.au/pin/814236807610508476/

Teal: The colour of versatility

Teal is often perceived as a unique colour. It stands out without being overly bold, making it a popular choice in fashion, design, and branding for those seeking a refined and distinctive look.

Positive: Healing, protection, spirituality, uniqueness, balance, harmony

Negative: Unconventional, envy

https://www.pinterest.com.au/pin/207728601555506815/

Green: The colour of growth and health

Green, the colour of nature, is often associated with growth, health, and freshness. Brands like Boost and Subway use green to emphasise their natural, healthy offerings. Woolworths also chose green to align with their brand positioning as ‘the fresh food people’.

Positive: Health, freshness, environmental, balance, growth, peace, good luck

Negative: Jealousy, illness, greed, corruption, envy

https://www.pinterest.com.au/pin/76772368638361686/

Yellow: The sunshine of positivity

Yellow is all about positivity and happiness. Brands like McDonald’s (yes, them again), Vegemite and Optus use yellow to create a fun, vibrant brand.

Positive: Creativity, happiness, positivity, friendliness, confidence, wealth

Negative: Deceit, depression, hazard, cowardice

https://www.pinterest.com.au/pin/698761698473289333/

Orange: The colour of creativity and inspiration

Orange is often considered a creative and inspiring colour. It is used to stimulate creative thinking and expression. Many artistic and design-oriented industries incorporate orange to convey innovation and originality.

Positive: Warmth, inspiration, happiness, innovation, flamboyance, fun

Negative: Over emotional, frustration, warning

https://www.pinterest.com.au/pin/611222980702346323/

Red: The colour of love and urgency

Red is known for urgency and passion, so it’s clear why fast-food giants, like McDonald’s and KFC, use it to direct you through their doors. Red is also the colour of love, making it a favourite for brands like Coca-Cola, who aim for consumers to fall in love with their products.

Positive: Excitement, urgency, warmth, love, fire, strength, passion

Negative: Aggression, war, danger, revolution, defiance

https://www.pinterest.com.au/pin/766878642790609244/

Pink: The colour of femininity

Pink, a colour often associated with romance, sweetness, and playfulness. Pink is also known for its calming effect, offering a gentle and soothing atmosphere. Beyond its associations with femininity, pink is increasingly breaking gender stereotypes and is being embraced for its versatility.

In branding and design, pink is utilised to convey a sense of warmth, approachability, and youthful exuberance.

Positive: Femininity, sympathy, health, love, romance, playfulness

Negative: Weakness, inhibition

https://www.pinterest.com.au/pin/785948572487657748/

Purple: The colour of royalty

Purple has been linked to royalty and luxury because of its rarity and expense associated with obtaining purple pigments. It can evoke sophistication, spirituality, mystery and intrigue.

This colour has become synonymous with the brand Cadbury and plays a key role in the company’s visual identity. It is not only visually appealing but also carries positive associations linked to luxury, quality, and a sense of treat-worthy delight.

Positive: Luxury, quality, sophistication, intrigue, mystery, wisdom, spirituality

Negative: Arrogance, gaudiness, profanity, inferiority

https://www.pinterest.com.au/pin/748301294361100019/

Black: The colour of elegance and sophistication

Black exudes elegance and sophistication. Brands like Chanel and Apple opt for black to make a bold and confident statement.

Positive: Glamour, elegance, security, sophistication, wealth, confidence

Negative: Fear, mourning, oppressive, heavy

https://www.pinterest.com.au/pin/326862885471059873/

Brown: The earthy ally

Brown is a colour commonly found in nature, from soil to trees, and is associated with the organic and natural world. It can be used to evoke feelings of warmth and authenticity, making it a popular choice in eco-friendly and natural products.

Positive: Calm, reliable, nature, tradition, richness, warmth, authenticity

Negative: Dirt, dull, poverty, heaviness, simplicity

https://www.pinterest.com.au/pin/31877109852115381/

Cultural significance

In addition to their emotional impact, the meanings of colours can take on unique nuances in different cultures around the world.

Colours often carry deep cultural significance, influencing perceptions and conveying messages that may vary widely across diverse societies.

For instance, while white may symbolise purity and new beginnings in Western cultures, it can represent mourning and loss in some Eastern cultures. Similarly, red, commonly associated with passion and energy in the West may signify good luck and prosperity in many Asian cultures.

Understanding these cultural variations is integral to crafting a brand that resonates universally, emphasising the importance of a considered approach to colour choices in the global landscape of branding.

Colour combinations and their magic

Remember, it’s not just the individual colours that matter, but also how they are combined. Think about the vibrant interplay of colours in a Coca-Cola ad or the modern, tech look of an Apple ad. These combinations are designed to create visual harmony and capture your attention, keeping you engaged.

The below example for Nike Air Jordan’s pairs the passion and urgency of red with the femininity of pink. This bold colour combination balances the aggression often associated with red with the calmness associated with pink.

https://www.pinterest.com.au/pin/671106781987246239/

Nikon pairs the sophistication of black with the fun and positivity of yellow, evoking trust in the brand’s professionalism and quality design, whilst tapping into the fun and adventurous side of a photographer’s nature.

https://www.pinterest.com.au/pin/302163456265217614/

The law of first impressions

In the world of branding, first impressions matter. Research shows that consumers make a subconscious judgment about a product within 90 seconds of seeing it, and up to 90% of that judgment is based on colour alone.

So, if you’re thinking about launching a brand, choosing the right colour is like dressing up for a first date – it’s crucial to get it right.

There are no strict rules

The beauty of colour psychology in branding is that it’s more art than science. While there are general associations with certain colours, individual experiences and cultural backgrounds can lead to different interpretations, so don’t be afraid to think outside the box.

If you need support with developing your brand identity or including your colours, we’d love to help! Get in touch.

Ready to build, nurture or evolve your brand?

Get in touch

I’ve always been fascinated by symbolism 🌀

By how a single mark, image, word or gesture can represent something far bigger than itself. Across cultures and civilisations, we’ve used symbols to communicate identity, beliefs, stories, belonging and ideas that sometimes go far beyond what words can explain.

And somewhere along the way, I realised that’s also how I’d started to see brands.

A logo can become a symbol of what a business stands for. A colour can carry years of recognition. A phrase can represent an entire belief. A story can become shorthand for where a business came from and why it exists. Iconography can represent services, philosophies, products or ideas.

What we see on the surface carries meaning because of everything sitting behind it.

Over nearly two decades of working in branding, I also began noticing the same themes appearing again and again in the businesses people really remembered.

Their past, beliefs, future, people, identity, expression, impact and longevity.

Eventually, I gave each of those ideas a symbolic form.

They became Oraco’s Eight Brand Marks, and today they give us a way to look at a business from eight different perspectives and uncover the stories, ideas and meaning that make it distinctly its own.

The strongest brands aren’t built by adding meaning that was never there. More often, the clues already exist.

You just need to know where to look.

Explore the Eight Brand Marks via the link in bio.

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One of the hardest things about running a business is knowing what actually deserves your attention.

When you`re inside it every day, everything can feel important. The website needs updating, content needs creating, marketing isn`t quite working, the messaging feels off. Someone suggests a new platform, another campaign or a complete change in direction. But more activity isn`t always the answer.

A big part of Jessica`s work, both through Oraco and the business owners she mentors, is helping people step back far enough to see what`s really going on.

– What are you actually trying to achieve?
– Who are you trying to reach?
– What`s already working?
– Where is the real disconnect?
– And what can probably wait?

Sometimes the most valuable strategy isn`t adding another thing to the list. It`s creating enough clarity to know what matters now, what comes next and what doesn`t need your attention at all.

If you`re looking for strategic advice, a fresh perspective and someone to keep you accountable to actually doing the things you said you were going to do, Jessica offers one-on-one business strategy and mentoring sessions. Shoot us a DM to find out more.

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One of the hardest things about running a business is knowing what actually deserves your attention.

When you're inside it every day, everything can feel important. The website needs updating, content needs creating, marketing isn't quite working, the messaging feels off. Someone suggests a new platform, another campaign or a complete change in direction. But more activity isn't always the answer.

A big part of Jessica's work, both through Oraco and the business owners she mentors, is helping people step back far enough to see what's really going on.

– What are you actually trying to achieve?
– Who are you trying to reach?
– What's already working?
– Where is the real disconnect?
– And what can probably wait?

Sometimes the most valuable strategy isn't adding another thing to the list. It's creating enough clarity to know what matters now, what comes next and what doesn't need your attention at all.

If you're looking for strategic advice, a fresh perspective and someone to keep you accountable to actually doing the things you said you were going to do, Jessica offers one-on-one business strategy and mentoring sessions. Shoot us a DM to find out more.

Last week, we lost someone very special.

Sean was a former Principal of Mannix College, a longstanding client of Oraco`s, and someone I was lucky to get to know over many years.

I first met Sean in 2012 through my work with Mannix, and I remember instantly clicking with him. He was incredibly kind, funny, super organised and genuinely caring. He made working together easy, but he was also someone who took the time to get to know you beyond the work itself.

Every year, without fail, Sean would send me a Merry Christmas and Happy New Year message, always accompanied by a quirky little Bitmoji of himself. Even after he finished as Principal and we were no longer working together regularly, those messages continued. It`s such a small thing, but I think it says a lot about the kind of person he was.

I`ve worked with Mannix since 2009, a relationship that now spans close to two decades, and Sean sits right in the middle of so many of those memories. He was there through an important chapter in my career and Oraco`s growth, trusting us with Mannix for many years, and still making the effort to stay in touch long after our working relationship changed.

Looking back, it means a lot that such a longstanding professional relationship also brought someone like Sean into my life.

As the Mannix community gathers today to celebrate Sean`s life, I`ll be joining the service from home and thinking of his family, friends and everyone at Mannix. I had hoped to be there in person, but I`m glad I`ll still be able to join everyone in remembering him.

Thank you, Sean, for your kindness, your humour and for always finding a way to put a smile on people`s faces. You made a difference to so many people, myself included, and I`m very grateful our paths crossed.

Leanne x

Photo courtesy of Mannix College.

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Last week, we lost someone very special.

Sean was a former Principal of Mannix College, a longstanding client of Oraco's, and someone I was lucky to get to know over many years.

I first met Sean in 2012 through my work with Mannix, and I remember instantly clicking with him. He was incredibly kind, funny, super organised and genuinely caring. He made working together easy, but he was also someone who took the time to get to know you beyond the work itself.

Every year, without fail, Sean would send me a Merry Christmas and Happy New Year message, always accompanied by a quirky little Bitmoji of himself. Even after he finished as Principal and we were no longer working together regularly, those messages continued. It's such a small thing, but I think it says a lot about the kind of person he was.

I've worked with Mannix since 2009, a relationship that now spans close to two decades, and Sean sits right in the middle of so many of those memories. He was there through an important chapter in my career and Oraco's growth, trusting us with Mannix for many years, and still making the effort to stay in touch long after our working relationship changed.

Looking back, it means a lot that such a longstanding professional relationship also brought someone like Sean into my life.

As the Mannix community gathers today to celebrate Sean's life, I'll be joining the service from home and thinking of his family, friends and everyone at Mannix. I had hoped to be there in person, but I'm glad I'll still be able to join everyone in remembering him.

Thank you, Sean, for your kindness, your humour and for always finding a way to put a smile on people's faces. You made a difference to so many people, myself included, and I'm very grateful our paths crossed.

Leanne x

Photo courtesy of Mannix College.

One year of @twobayslaundry 🤎

A year ago, Two Bays Laundry opened its doors with a brand we’d had the pleasure of helping Liz and Kirill bring to life from the very beginning.

From strategy through to the visual identity, we wanted to create a brand that felt fresh, organic and full of personality, but most importantly, one that felt like it belonged here on the Mornington Peninsula.

That sense of place became part of the identity itself. The curves within the logo draw on the movement of water and our coastline, while the stylised ‘B’ represents the two bays that gave the business its name, Western Port and Port Phillip. The coastal palette, natural textures and broader identity carried that story through the space (shout out to @saint.design.interiors), signage, uniforms, vehicles and everything in between.

It’s always pretty special seeing a brand move from ideas on a page into a real business, but even more so watching it become part of the local community.

A huge congratulations to Liz, Kirill and the whole Two Bays Laundry team on your first birthday. It’s been such a pleasure working alongside you from those early ideas through to launch and everything that has followed.

Happy first birthday! Here’s to everything still to come 🥂

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We don’t believe the best brand stories are invented.

They’re found in the reasons a business began, the decisions made along the way and the people behind it. The things they care about, do differently, and perhaps don’t even realise are interesting anymore.

Often, you’re too close to your own business to see what someone else might find remarkable.

That’s why we ask questions, listen and look a little closer.

The story is already there. You just have to know where to look.

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At the heart of @joannaphotography.au’s new identity is a refined wordmark designed to balance timeless elegance with a sense of movement and connection.

A sophisticated serif typeface was chosen for its enduring quality, warmth and understated premium feel. The letterforms evoke a sense of craftsmanship and longevity, reflecting the brand’s focus on creating imagery that grows in meaning over time.

Connection between the A and N introduces a sense of movement and continuity, symbolising the relationships, stories and moments that unfold throughout life.

This is why we start with your story. It’s often where the most distinctive part of a brand identity is hiding.

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Filed by: Oraco Agency
Reference: PF-4165
Photo source: @joannaphotography.au
Filed under: #ProjectFile #BrandStrategist #Branding #BrandDesign #LogoDesign

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ABOUT THE AUTHOR

Leanne Nicholson

Leanne Nicholson is a brand strategist, Creative Director and Co-Founder of Oraco, with more than 18 years’ experience shaping distinctive brands. Her work explores the intersection of strategy, symbolism, storytelling and design, with a particular interest in uncovering the ideas and stories that make brands memorable. She is the creator of Oraco’s Eight Brand Marks, a philosophy for understanding the defining elements that shape how brands are experienced, remembered and sustained over time.

The Magic of Colour Psychology in Branding

The psychology behind colour