Color effects our bodies and our minds consciously and unconsciously in all we do. When it comes to marketing and branding, color psychology is a key player in the beginning stages. The psychology of color is the study of how colors affect perceptions and behaviors. While there are many theories and studies, using the research already done for you allows you to think more deeply about your marketing and branding.

With much still unknown about the psychology of color, the key is not to entirely base your brand or marketing around it, but to make practical decisions about ways to use color. This Color Emotion Guide depicts the evolution of nationally recognized brands and the emotion familiarized with these brands. Lowe’s, being a home improvement store, chose blue, a color that allows consumers to feel trust and become dependable. McDonalds, arguably one of the most recognized brands worldwide, chose the happiest color on the spectrum: yellow.

Studies have shown that our brains prefer and find comfort in immediately recognizable brands, proving that color plays a significant role in creating your brand identity. Additionally, consumers are influenced by colors when determining a brand’s personality.

Color can convey information, create certain moods, and even influence the decisions people make. While these effects are a juxtaposition of personal, situational, and cultural factors, the bottom line is color has a psychological effect. And that is enough to build your brand with the psychology of colors factored in.