Colour Psychology is cool, but let’s not overthink it!

Written By Claire Peacock

Ever wondered why every fast-food place you drive past always makes you hungry? Or why accountants and banks love blue?

Spoiler: It’s not random. Colours do sneaky things to our brains.

Whether you realise it or not, colours make you feel things - sometimes in ways you wouldn’t expect.

And while not everyone reacts to colors exactly the same way (because, you know, humans are weird) there’s a general psychology behind them that can help you choose the right colors for your brand.

Your brand colors should do two things:

  • Attract the right people.

  • Repel the wrong ones (yes, that’s a good thing).

So, let’s dive into what colours do.

Various red squares and rectangles in different shades. A red rose in the bottom left with "Red" in white, running vertically. A gold-bordered script "Red" on the left. Bottom right, a black background with a red-outlined square and red text.

RED

Red is bold, intense, and full of energy. It’s the colour of passion, excitement, and urgency. But it also screams danger - think warning signs!

What Red Does for a Brand:

  • Grabs attention.

  • Makes people feel energized.

  • Creates urgency (hence why sales tags are red and why you just can’t resist that bargain!)

But be careful! Too much red can be overstimulating and even feel aggressive.

Shades of Red & Their Vibe:

Bright Red – Passionate and urgent, but can be overwhelming if used on mass.

Dark Red / Burgundy – Sophisticated and luxurious, but can feel old-fashioned - think old pub menus.

Muted Red / Brick Red – Warm, earthy, and approachable.

Brands that use red: Coca-Cola, Netflix, YouTube - because they want you to get excited about their brand.

Fun Fact: Red makes you hungry. That’s why McDonald’s, KFC, and Burger King all use it. Sneaky, right? and you thought it was just the smell of the food!

Pair it with: White for a clean, high-impact look, black for drama and power, or gold for a regal, luxurious feel.

 
Various orange shapes. An orange with "Orange" vertically. A green-bordered logo with a split-circle. Bottom left, a split orange and navy rectangle with a matching circle.

ORANGE

Orange is enthusiastic, adventurous, and fun. It’s warm, playful, and a little bit rebellious. Perfect for brands that want to feel approachable, energetic, and maybe a little unconventional.

What Orange Does for a Brand:

  • Feels friendly and fun.

  • Adds a sense of adventure.

  • Suggests affordability (it’s often used in budget-friendly brands).

But Beware: Some people see orange as unpolished or even childish. So it is good to know your audience.

Shades of Orange & Their Vibe:

Bright Orange – Fun and youthful, but can be a bit loud.

Burnt / Dark Orange – Autumnal and grounded, great for natural brands.

Peach / Soft Orange – Warm and inviting, less in-your-face.

Brands that use orange: Fanta, Nickelodeon, Amazon because they want to feel playful and friendly

Fun Fact: Which came first the colour of the fruit - well actually Orange the colour is named after the fruit! Before that, it was just called “yellow-red” that is a bit of a mouthful!

Pair it with: Navy blue for a striking contrast, teal for a modern, fresh vibe, or warm neutrals to tone it down while keeping it friendly.

 
Various yellow shapes. A lemon with the word "yellow" vertically. "yellow" in a grey and yellow rectangle. A red rectangle with "yellow" centred.

YELLOW

Yellow is happiness, optimism, and warmth this colour that gives "summer vibes" year-round. But it’s also the colour of caution signs, so use wisely!

What Yellow Does for a Brand:

  • Feels cheerful and uplifting.

  • Grabs attention (hello, highlighters).

  • Creates a sense of friendliness.

But: too much yellow can be overwhelming. Ever tried staring at a bright yellow wall? Ouch my eyes are hurting!

Shades of Yellow & Their Vibe:

Bright Yellow – Happy and bold, but can be harsh.

Mustard Yellow – Retro and warm, great for vintage aesthetics.

Pastel Yellow – Softer and calming.

Brands that use yellow: McDonald’s, IKEA, Snapchat because they want to be fun and engaging.

Fun Fact: In some cultures, yellow is associated with mourning. In others, it’s the color of royalty. Cultural difference on colours can change the meaning.

Pair it with: Grey for a stylish and modern contrast, deep blue for a classic combination, or white for a bright, airy feel.

 
Various green shapes. An avacado with the word "green" vertically. avocado outline and "green" script text. "Green" 3 leaves in shades of brown.

GREEN

Green is nature, growth, and balance. It’s refreshing and calming, which is why wellness and eco-friendly brands love it.

What Green Does for a Brand:

  • Feels fresh and trustworthy.

  • Symbolizes health and prosperity.

  • Works great for finance, wellness, and environmental brands.

Watch Out: Some people associate green with greed or envy - look out for that “green eyed monster” I’m pretty sure he was in Monsters Inc. Right?

Shades of Green & Their Vibe:

Lime Green – Fresh and playful, but can be a little too intense.

Emerald Green – Luxurious and elegant.

Olive Green – Earthy and grounded.

Brands that use green: Starbucks, Spotify and The Body Shop all about growth and balance

Fun Fact: Green is the easiest color for the human eye to process, which is why it’s so calming and often used in hospitals. It’s also why it is great in an office - we all need to be calmer there!

Pair it with: Gold for a rich and elegant look, brown for an earthy, natural feel, or purple for a bold, unexpected contrast.

 
Various blue shapes. Blueberries with the word "blue" vertically. Grey oval with "blue" 'blue' with different sized orange squares.

BLUE

Blue is calm, stable, and professional. It’s the least offensive colour, which is why so many businesses use it.

What Blue Does for a Brand:

  • Builds trust and reliability.

  • Feels calm and professional.

  • Great for corporate and tech brands.

Too much blue? It can feel a little boring. If you want to stand out, mix in some other colours for a bit of contrast!

Shades of Blue & Their Vibe:

Light Blue – Fresh and peaceful, but can feel cold.

Royal Blue – Professional and dependable, but sometimes too traditional.

Navy Blue – Serious and trustworthy.

Brands that use blue: Facebook, PayPal, IBM because they want to feel reliable and serious.

Fun Fact: Studies show that blue can boost productivity, which is why many office spaces and tech brands use it! Those fast paced environments need all the help they can get!

Pair it with: White for a crisp, clean look, orange for a striking contrast, or grey for a sleek, corporate feel.

 
Various purple shapes. Amethyst with the word "purple" vertically. Circle with a butterfly and "purple" and "purple" with a part circle around the 'p'

PURPLE

Purple is luxurious, creative, and a little mysterious. It has royal vibes but can also feel playful.

What Purple Does for a Brand:

  • Feels premium and imaginative.

  • Works well for beauty, tech, and creative brands.

  • Has a slightly mystical feel.

Be careful: some people may think that purple is a bit unconventional. But who doesn’t want to be a bit unconventional!

Shades of Purple & Their Vibe:

Lavender – Soft and feminine.

Deep Purple – Luxurious but can feel heavy.

Bright Purple – Fun and unconventional.

Brands that use purple: Cadbury and Hallmark because they want to feel premium and creative.

Fun Fact: For centuries, purple dye was so expensive that only royalty could afford it - hence, the "royal purple" association!

Pair it with: Gold for a regal, high-end aesthetic, pink for a dreamy, feminine vibe, or deep green for a rich, dramatic contrast.

 
Various pink shapes. inflatable flamingo with the word "ink" vertically. "pink" with red Squares. "pink" with a light pink circle round 'in'

PINK

Pink is friendly, creative, and full of personality. It can be soft and romantic or bold and rebellious.

What Pink Does for a Brand:

  • Feels energetic, youthful, or feminine.

  • Can be fun and quirky or soft and elegant.

  • Works well for beauty, fashion, and creative brands.

Too much pink? It can be viewed as feeling overly sweet or childish.

Shades of Pink & Their Vibe:

Hot Pink - Bold, fun and young

Blush Pink - Soft, romantic and approachable.

Dusty Rose / Muted Pink - Elegant and sophisticated.

Brands that use pink: Barbie and Airbnb because they want to stand out and feel playful

Fun Fact: In Japan, pink isn’t just for girls - it’s also linked to samurai warriors and the cherry blossom season.

Pair it with: Navy blue to add sophistication, red for a bold statement, or gold for a luxurious feel.

 
Various brown shapes. Chocolate with the word "brown" vertically. "brown" with leaves in shades of brown and green. Orange circle with "brown" centrally

BROWN

Brown is natural, grounded, and comforting. It’s often used for organic, handmade, or rustic brands.

What Brown Does for a Brand:

  • Feels warm, trustworthy, and down-to-earth.

  • Works well for natural, eco-friendly, and vintage brands.

  • Adds a sense of tradition and reliability.

Too much brown? It can feel old-fashioned or dull.

Shades of brown and Their Vibe:

Chocolate Brown - Warm, rich, and comforting, but can feel too heavy.

Beige / Taupe - Neutral, calming, and natural but can seem dull or uninspiring.

Reddish-Brown (Terracotta / Rust) - Earthy and warm, often used in bohemian or vintage aesthetics.

Brands that use brown: UPS, M&M’s, Hershey’s because they want to feel reliable.

Fun Fact: Chocolate companies often use brown because it subconsciously makes people crave sweet treats! Now where did I put that chocolate stash again?

Pair it with: Cream for a cosy, organic look, forest green for an earthy feel, or deep orange for a warm, autumnal vibe.

 
Various black shapes. Blackberries with the word "black" vertically. Multicoloured shapes of different sizes. 'B' in s square "black" in red

BLACK

Black is powerful, sleek, and timeless. It’s often used by luxury brands because it feels expensive and sophisticated.

What Black Does for a Brand:

  • Feels elegant, serious, and bold.

  • Adds a sense of exclusivity.

  • Works well for high-end and minimalist brands.

Too much black? It can feel cold, heavy, or even intimidating.

Shades of black and Their Vibe:

Jet Black - Strong, sleek, and modern but can feel harsh or intimidating.

Charcoal Grey - Softer and more approachable while maintaining professionalism.

Matte Black - Stylish and luxurious but can feel moody.

Brands that use black: Chanel, Nike, Apple because they want to feel sleek and premium.

Fun Fact: In fashion, wearing black can make you look more authoritative. It’s why judges, priests, and CEOs love it! For me it’s all about that sliming effect after the burgers and chocolate, I need all the help I can get! (thanks red and brown!)

Pair it with: Gold for luxury, white for timeless contrast, or bright colors for a bold, modern look.

 
Various white shapes. Teddybear with the word "white" vertically. black square with script "white" blue square with white circle, simple flower and "white"

WHITE

White is pure, fresh, and minimalist. It creates a sense of space and simplicity.

What White Does for a Brand:

  • Feels clean, modern, and open.

  • Pairs well with any other color.

  • Works great for wellness, tech, and luxury brands.

Too much white? It can feel empty or sterile. Often used in futuristic branding, maybe there should be a robot white!

Shades of White and Their Vibe:

Pure White - Clean, minimal, and timeless but can feel sterile.

Off-White / Ivory -Softer and more inviting but might not feel as sleek or modern.

Cool White / Bright White - High-energy and crisp, often used in high-tech and futuristic branding.

Brands that use white: Apple, Tesla, The North Face because they want a clean, modern look.

Fun Fact: In Japan, white is the color of mourning, while in Western cultures, it symbolizes weddings and new beginnings.

Pair it with: Anything! White is the ultimate neutral, but it looks especially crisp with black or soft pastels.

 
Various grey shapes. Cat with the word "grey" vertically. Red rectangle red 'g' in grey cirvcle and "grey" in white. The word "grey" in gold.

GREY

Grey is calm, professional, and understated. It sits between black and white, making it versatile and neutral.

What Grey Does for a Brand:

  • Feels sophisticated and reliable.

  • Works well with almost any other color.

  • Great for corporate, tech, and serious brands.

Too much grey? It can feel dull or uninspiring because it is a more neutral colour.

Shades of Grey and Their Vibe:

Light Grey - Soft, subtle, and calming but can feel cold or uninspiring.

Warm Grey (Taupe / Greige) - Earthy, inviting, and sophisticated but can feel dull if overused.

Charcoal Grey / Dark Grey - Strong, elegant, and powerful but can feel heavy or moody.


Brands that use grey: Mercedes-Benz, Apple, Wikipedia because they want a sleek but neutral feel.


Fun Fact: The phrase “grey matter” refers to the brain, which is why grey is often linked to intelligence and logic.


Pair it with: Yellow for a modern, energetic feel or deep blue for a professional and sophisticated vibe.

 

So, What Does This All Mean for You?

You can spend hours analysing color psychology all day, but here’s the real takeaway:

Your brand colors should feel like YOU.

At the end of the day, your colors should feel like YOU. If that means neon pink and slime green, own it. If it means classy neutrals, go for it. Just don’t be beige about it - unless you’re actually a beige fan, then, well... carry on - no judgement here!

Your colors will attract the right people and repel the wrong ones.

That’s a good thing. If your dream clients love bright, bold colors just like you! guess what? They’re your people!

Use color to tell a story.

Are you a fun, rebellious brand? Go bright. Are you a luxury business? Go deep and rich.

So, now that you know what colors do, what’s your brand going to say?

Claire Peacock