Color Psychology: How to Choose the Right Color Palettes for Effective Branding

It has long been known that colors evoke emotions in viewers and have psychological effects. This is why businesses have been using colors in a targeted way for years. However, it’s not only the color itself that matters—its intensity and brightness play a central role in its impact. Color contrasts and combinations can also be created to especially draw the viewer’s attention. So here’s all you need to know to built yourself new color palettes for your next design project!

Effects of Colors

Red

Red grabs attention immediately and is associated with strong emotions like love, anger, aggression, passion, and energy. Used as a signal color, for example, in traffic, red can even increase heart rate and trigger adrenaline release because it is evolutionarily linked with danger and blood. Red is also known for stimulating appetite, which is why many restaurants and food brands use it, such as McDonald’s and Coca-Cola.

Green

Green symbolizes hope and brands often use green when they want to convey a connection to nature and growth. This color has a calming effect, much like the way we feel in nature. Examples include Starbucks and Whole Foods.

Blue

Blue stands for authority, security, and trust. Many banks and insurance companies use this color for these reasons. However blue is associated with the sky and the sea, bringing a calming and harmonious element. Examples include Facebook, PayPal, and Barclays.

Yellow

Yellow, like sunshine, conveys warmth and happiness. It is also linked to optimism and creativity. Used as an accent color, yellow can bring out these emotions, but too much yellow can be overwhelming and cause nervousness. Examples include Ikea, Burger King, and Snapchat.

Orange

Orange brings joy! It is welcoming and warm, blending the passion of red with the cheerfulness of yellow. This color communicates friendliness and energy. Examples include Amazon, JBL, and Fanta.

Purple

Purple represents spirituality, luxury, and reflection, but can also symbolize mourning and loneliness. We often see purple on candy packaging as it signifies luxury and quality. Examples include Milka, Cadbury, and Crown Royal.

White

White represents purity, honesty, and perfection, especially in Western cultures. It plays a significant role in weddings and births. White is often used in minimalist designs to convey clarity and honesty.

Black

Black stands for wealth, power, and elegance, but it is also associated with mourning and mystery. Brands with black logos are often confident in their visual identity, not needing to draw extra attention with colors. Examples include Adidas, Chanel, Apple, and Mercedes.

Brown

Brown is an earthy color and is therefore directly associated with nature and food. It conveys trust, groundedness, and reliability. Brown doesn’t typically draw much attention, but it can complement other colors well, as seen in the orange-brown combination at Gloria Jean’s Coffees. Additional brands that use brown include m&m’s and Louis Vuitton.

Color Contrasts

“Opposites attract” takes on a whole new meaning in design. Opposing elements often surprise viewers and, as a result, draw attention. This is a common goal in design. Designers can direct the viewer’s gaze to the message or key element of a design by using contrasts, so they hold the power if they know what they’re doing.

Here are the most well-known contrasts:

Light and Dark

This contrast is perhaps the most well-known of all color contrasts. Light and dark colors are often used to enhance readability and ensure the design is direct. Because of that, the message of the design becomes clear right away. Many design tools recommend using high contrast to make designs more dynamic and ensure accessibility.

Big and Small

This contrast is not only used in typography but also in the use of colors. Against expectations, this color contrast directs attention to the “small” element, making it stand out as unique and unusual. Even if the background is bright red, a small white circle will grab all the attention because it “breaks” the red background. However, this does not apply to typography, where size establishes a hierarchy, and the largest element is seen first.

Warm and Cool

This contrast enhances the emotional impact of colors, making it the most emotional contrast. Warm colors (like yellow from the sun and red from fire) placed next to cool colors (like blue from the ocean and white from snow) can have a big influence. Warm colors visually come to the foreground, which can be used as an active design tool. This interplay of colors creates a dynamic yet balanced look, attracting attention and inviting further engagement.

Other Important Color Combinations

Complementary Colors

Complementary colors are those that sit opposite each other on the color wheel, creating strong contrast. Consequently, this makes designs dynamic and lively. Examples of complementary colors include red and green, yellow and purple, or blue and orange. The darker one shade is, the lighter the other needs to be. Overall, the color wheel clearly illustrates this best.

Analogous Colors

The analogous color contrast also relies on the color wheel. However, instead of opposing colors, it uses those adjacent to each other. When working with analogous colors, it’s important to balance the design with neutral tones, like black or white, to maintain legibility and avoid a design that’s too busy or overwhelming. Analogous colors convey balance and harmony.

Monochromatic Colors

Monochromatic color schemes use different shades and tones of a single color. These variations can create minimalist designs that exude elegance through simplicity. By only adjusting the saturation and brightness, monochromatic color palettes offer a calming, timeless aesthetic.

Conclusion

Color psychology plays a crucial role in successful design projects, as colors can evoke strong emotional reactions and influence perception. Whether through contrasting colors or harmonious color palettes, their impact is amplified when used thoughtfully. Designers need to consider the intended message, target audience, and brand identity when selecting color palettes for design projects. With the right use of color and contrast, designers have the power to attract attention and influence how their designs are perceived.
If you have any questions regarding color psychology or color palettes, feel free to leave a comment or send me a message here!