Color Psychology in Branding

Written By Diana Lodi

Color is a central component of visual identity systems in branding. Beyond aesthetics, color plays a crucial role in shaping emotional responses, influencing trust, and guiding consumer perceptions (Labrecque & Milne, 2012). Neuroscience and psychology research suggest that the effects of color extend beneath conscious awareness, influencing physiological processes linked to stress, arousal, and relaxation.

The Parasympathetic Connection

The autonomic nervous system comprises two branches: the sympathetic system, which regulates “fight-or-flight” responses, and the parasympathetic system, which promotes calmness and supports recovery after stress (Porges, 2011). Research indicates that exposure to specific color palettes, notably softer hues such as blues and greens, is associated with parasympathetic activation, reflected in slower heart rates, steadier breathing, and an increased sense of calm (Küller et al., 2009).

From a branding perspective, color choices are not merely symbolic or stylistic; they are also functional. Instead, they may directly influence consumer physiology, providing opportunities for brands to create environments and identities that reduce stress and enhance feelings of safety and trust.

Colors That Calm Versus Colors That Alert

Studies in color psychology reveal consistent patterns in the relationship between hue and arousal. Calming shades, such as blues and greens, are associated with reduced physiological activation, while warm colors, including reds and oranges, tend to elicit heightened arousal and alertness (Elliot & Maier, 2014; Küller et al., 2009). These effects are neither inherently positive nor negative; designers must interpret them within the context of the brand strategy. For example, fitness and sports brands may intentionally employ warmer hues to signal energy and intensity. In contrast, wellness, healthcare, and hospitality brands often rely on cooler palettes to encourage relaxation and trust (Labrecque & Milne, 2012).

Designing With Emotional Intelligence

Integrating findings from neuroscience into branding practices supports a model of emotionally intelligent design. Rather than treating color solely as an aesthetic variable, designers can consider its impact on emotional regulation and physiological states. Techniques such as A/B testing, biometric measures (e.g., heart rate monitoring), and self-report surveys provide applicable methodologies for assessing how color choices influence both affective and bodily responses (Mahnke, 1996).

This perspective positions responsible design as one that respects consumer well-being. By aligning visual identity systems with human emotional needs, brands can cultivate stronger trust and long-term loyalty, avoiding the superficial effects of short-term attention-grabbing tactics.

Implications for Designers

Viewing color as a tool that can activate the parasympathetic system reframes its role in branding strategy. Designers can employ palettes not only for aesthetic appeal but also as instruments of empathy, care, and connection. Whether developing a new identity for an emerging brand or refreshing a global corporation, considering the neurophysiological effects of color provides opportunities to create branding systems that are both visually distinctive and emotionally supportive.

Experimental AI Tool

The following is an experimental app generated by AI. It presents a series of simple, abstract logos, each displayed with a different, carefully chosen color palette. For each one, the user is asked to make a quick, intuitive choice based on how it makes them feel: "Relaxing" or "Energizing."

To align with the physiological aspect of the research, the user would ideally be connected to an ECG monitoring device (the experimental app simulates a heart rate monitor during the test). After the trials are complete, the results screen shows which color palettes the user strongly associated with a feeling of calm, along with the simulated physiological response for each category. This tool could provide a direct way to test the hypotheses about the emotional impact of color in branding.

https://g.co/gemini/share/9e62c834312c

The following app displays colors to the user and asks for the corresponding emotion. Focus groups can interact with the app to log their color choices, thereby determining if the brand colors align with the messaging.

https://g.co/gemini/share/fbb45bfcf128

References

Core Neuroscience & Psychology Research

  • Damasio, A. R. (1994). Descartes’ error: Emotion, reason, and the human brain. Putnam.

  • Desimone, R., & Duncan, J. (1995). Neural mechanisms of selective visual attention. Annual Review of Neuroscience, 18(1), 193–222. https://doi.org/10.1146/annurev.ne.18.030195.001205

  • Friston, K. (2010). The free-energy principle: A unified brain theory? Nature Reviews Neuroscience, 11(2), 127–138. https://doi.org/10.1038/nrn2787

  • Lisman, J. E., & Grace, A. A. (2005). The hippocampal-VTA loop: Controlling the entry of information into long-term memory. Neuron, 46(5), 703–713. https://doi.org/10.1016/j.neuron.2005.05.002

  • Porges, S. W. (2011). The polyvagal theory: Neurophysiological foundations of emotions, attachment, communication, and self-regulation. W. W. Norton & Company.

  • Schultz, W. (2016). Dopamine reward prediction-error signaling: A two-component response. Nature Reviews Neuroscience, 17(3), 183–195. https://doi.org/10.1038/nrn.2015.26

  • Van Kesteren, M. T. R., Ruiter, D. J., Fernández, G., & Henson, R. N. (2012). How Schema and Novelty Augment Memory Formation. Trends in Neurosciences, 35(4), 211–219. https://doi.org/10.1016/j.tins.2012.02.001

Applied Design, Branding & Color Research

  • Bridger, D. (2017). Neuro design: Neuromarketing insights to boost engagement and profitability. Kogan Page.

  • Elliot, A. J., & Maier, M. A. (2014). Color psychology: Effects of perceiving color on psychological functioning in humans. Annual Review of Psychology, 65(1), 95–120. https://doi.org/10.1146/annurev-psych-010213-115035

  • Küller, R., Mikellides, B., & Janssens, J. (2009). Color, arousal, and performance: A comparison of three experiments. Color Research & Application, 34(2), 141–152. https://doi.org/10.1002/col.20476

  • Labrecque, L. I., & Milne, G. R. (2012). Exciting red and competent blue: The importance of color in marketing. Journal of the Academy of Marketing Science, 40(5), 711–727. https://doi.org/10.1007/s11747-010-0245-y

  • Livingstone, M. (2002). Vision and art: The biology of seeing. Harry N. Abrams.

  • Mahnke, F. H. (1996). Color, environment, and human response: An interdisciplinary understanding of color and its use as a beneficial element in the design of the architectural environment. John Wiley & Sons.

  • Ware, C. (2008). Visual thinking for design. Morgan Kaufmann.

  • Weinschenk, S. M. (2011/2020). 100 Things Every Designer Needs to Know About People (1st & 2nd eds.). New Riders.

  • Zaltman, G. (2003). How customers think: Essential insights into the mind of the market. Harvard Business Press.

Diana Lodi
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