Color psychology is a secret tool used by the most proficient branding experts. Big brands don’t pick colors willy-nilly; they know how to influence their market to have better perceptions of their brand with nothing more than a smart use of COLOR. As a brand strategist and photographer, let me pull back the curtain on this strategy.

What is Color Psychology?

Did you know that different colors can evoke different emotions? Color psychology is a concept explaining why people associate colors with specific perceptions. For example, green colors are often associated with the earth, cleanliness, and springtime. Orange, by contrast, is often associated with fire, energy, and autumn. Smart brands will pick colors that match their customer’s expectations for their industry. 

How Do I Pick the Right Colors? 

Color psychology is not an exact science. In fact, it varies with culture, gender, and other factors. But you can leverage it to find and target your ideal audience. First, do some market research. What is the prevailing color palette of businesses in your field? Next, consider the message YOU want to send to your customer. Are you eco-friendly, luxurious, or professional? Pick colors—like green, black, or blue—to match your intentions.

Visualize Your Colors with Digital Tools

When you’ve decided on a few shades, why not try it out first? One of my favorite digital tools is a palette visualizer called Coolors. This site is advantageous because you can build your own palette OR select from existing palettes. Seeing your colors in action will help you envision the final brand imagery before you commit to anything official.

Intentional Visuals for Color Psychology

Why might color psychology matter for your business? It’s important to keep strong, INTENTIONAL visuals in your branding. Your visuals present exactly what you expect from your audience. And the colors you pick for your brand will show up everywhere! Your logo, your social media banners, websites, and your branding photography. 

I know you’re ready to build the brand you’ve been dreaming of. So don’t wait! Get help with your color psychology, photography, and more when you complete my Build A Brand course!