Milk & Honey Digital

Consumer Color Psychology

consumer color psychology

Color has always been a crucial element in influencing consumer perception, and in 2023, this remains the case. Here are some ways in which your brand colors can affect consumer perception:


  1. Brand recognition 
    Colors are an essential element of branding and can help consumers identify and recognize a particular brand. For example, companies like Coca-Cola and Pepsi use red and blue respectively, to differentiate their brand from competitors.

  2. Mood and emotions
    Colors can also naturally evoke different moods and emotions in consumers via color psychology:
    Red is often associated with excitement and power,
    Blue is associated with calmness and trustworthiness,
    Green is associated with nature/natural,
    Yellow is energetic, happy, and intellectual, 
    Orange is typically associated with courage, comfort, and excitement,
    And purple often associates with luxury, high-quality, or spirituality.

  3. Product differentiation
    Colors can help differentiate products within a specific category. For example, within the cosmetics industry, pink packaging might signify a more feminine product, while black or white packaging might suggest a more sophisticated or luxurious product.

  4. Cultural associations
    Certain colors can have different meanings in different cultures. For example, in Western cultures, white is associated with purity and cleanliness, while in some Eastern cultures, white is associated with mourning.

  5. Environmental concerns
    Starting at a young age, we all associated the green box in the garage as the recycle bin. As consumers become more environmentally conscious, they may associate certain colors with eco-friendliness. Taking us back to the recycle bin metaphor, green is often associated with sustainability and nature.


In summary, colors can have a significant impact on consumer perception and can be used strategically by companies to influence brand recognition, evoke specific moods and emotions, differentiate products, respect cultural associations, and address environmental concerns.


Starting a new business (or rebranding an existing business) can begin to sound daunting when you begin adding in all of the moving parts: brand personality, color psychology, and everything in between.


Milk & Honey Digital helps businesses develop a comprehensive brand strategy in order to build a strong brand identity, establish credibility, and drive growth. We’d love to help you too! Book a call with us today to begin your branding journey.

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