Colour Psychology in Marketing: How Colours Shape Brands & Personal Branding
Marketing is about people, and people are deeply influenced by colour. Whether it’s a bold red Coca-Cola can, the calming blue of Facebook, or the vibrant green of Spotify, colour does more than make things look pretty. It taps into human behaviour, shaping how we feel, how we act, and even who we trust.
And this doesn’t stop at corporate branding. The colours you choose for your personal brand on LinkedIn, Instagram, or even your CV send powerful signals too.
Why Colour Matters in Human Behaviour
Our brains process colour before words or shapes. In under 90 seconds, people form an impression of a product, person, or profile and up to 90% of that judgment can be based on colour alone. Colours influence mood, trigger memories, and affect decisions without us even realising it.
Red – Hunger, Urgency, Excitement
Red increases heart rate and stimulates appetite, one reason so many fast-food chains use it. McDonald’s, KFC, Nando’s, Coca-Cola, and even Wimpy all rely on red to trigger energy, excitement, and hunger. It also creates urgency (“Sale ends soon”) and is often used on buy buttons or limited offers.
Use for: Calls-to-action, sales graphics, promotions.
Avoid overuse: Too much red can trigger stress or fatigue.
Orange – Enthusiasm and Action
Orange combines the energy of red with the warmth of yellow. It’s optimistic, friendly, and great for engagement. Many e-commerce platforms use orange for “Add to Cart” buttons because it encourages quick, positive action.
Use for: CTAs, cheerful brands, creativity.
Avoid overuse: Can feel cheap if used too heavily.
Yellow – Optimism and Attention
Yellow instantly captures attention, it’s the first colour the human eye notices. It conveys happiness and creativity, but overuse can cause irritation or anxiety. IKEA and Post-it use yellow to spark positivity and recall.
Use for: Highlights, creative industries, playful brands.
Avoid overuse: Especially against white backgrounds, it strains the eyes.
Green – Health and Balance
Green represents stability, renewal, and nature. It’s soothing and builds trust, which is why it’s found in eco-conscious brands like Wellness Warehosue, Whole Foods, and Spotify.
Use for: Wellness, sustainability, finance.
Avoid overuse: Too much dark green can feel stagnant.
Blue – Trust and Calm
Blue lowers pulse rates and evokes safety, professionalism, and reliability. That’s why you see it in tech and finance brands like LinkedIn, Facebook, Discovery, and SnapScan. It reassures users when sharing data, dealing with money, or making decisions.
Use for: Corporate, education, tech, and personal LinkedIn branding.
Avoid overuse: Too much blue can feel cold or distant.
Purple – Creativity, Wisdom, Luxury
Purple blends the stability of blue with the energy of red. Psychologically, it’s linked to imagination, intuition, and sophistication which is why it’s used by brands like Cadbury, Hallmark, and Twitch. In marketing, purple often appeals to audiences who value creativity or high-quality experiences. It’s also the colour most associated with spirituality and self-expression.
Use for: Luxury products, creative industries, wellness and self-development brands.
Avoid overuse: Too much deep purple can feel overly indulgent or mysterious.
Black – Luxury and Authority
Black communicates sophistication, strength, and exclusivity. Brands like Chanel, Apple, and BMW use it to signal confidence and timelessness. It’s perfect for minimal, modern aesthetics but needs balance to avoid feeling heavy.
Use for: Premium brands, luxury design, fashion.
Avoid overuse: Pair with white or gold for contrast.
Tips for Brands
Match colours to your message. A playful café and a law firm shouldn’t share the same palette.
Be consistent. Your logo, website, and social media should carry the same colours for recall.
Use contrast wisely. High contrast = attention. Soft blends = calm. Choose based on how you want customers to feel.
Tips for Personal Branding (LinkedIn & Social Media)
Choose a “signature” colour. A consistent accent colour in your banner, posts, and visuals makes you instantly recognisable.
Align with your industry. Blues and greys signal reliability (great for corporate), while bold colours like orange or green can make creatives stand out.
Consider your audience. What colours will resonate with the people you want to attract clients, recruiters, or peers?
The Takeaway
Colour is more than design, it’s psychology. From billion-dollar brands to your LinkedIn profile, the colours you choose can build trust, spark emotion, and set you apart.
At Towen Marketing, we use colour theory as part of our psychology-driven approach to help brands (and individuals) craft stories that stick and make sure you’re remembered for the right reasons.
