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Beauty In Branding: Only Skin Deep?

The psychology behind how colours influence our choices


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Colors have always played a significant role in changing the perceptions of one’s surroundings. When describing occurrences or objects, one is most likely to focus on their color before any other aspect. Additionally, different colors also play an essential role in how someone feels and react about certain things, which further validates the importance of color for advertisers.


The psychology of color is well-practiced from a marketing perspective by major organizations today, as it can profoundly influence the purchasing decision of consumers. A survey found that 93% of consumers focus on the visual appearance of an object and nearly 85% claim that color is a primary reason when they make a purchase. Additionally, 80% of consumers believe colors affect brand recognition, which further validates the association of brands with a specific color.


For example, McDonald’s is associated with high-energy colors such as red and yellow to appeal to children, which kindle appetites and create a sense of urgency. On the other hand, Starbucks is associated with its primary green colour to promote a sense of relaxation in their cafes. It also serves as an invitation to consumers to visit their cafes for a coffee break during a stressful day. In a highly visual society today, color psychology can determine one’s behavior and evoke a response. With this in mind, brands can leverage on color psychology to better appeal to their consumers.


How to Use the Psychology of Colors When Marketing