The Psychology of Color and Its Effect on Branding

Maghraby, Toqa M.; Elhag, Aya E.; Romeh, Rawan M.; Elhawary, Dalia M.; Hassabo, Ahmed G.

doi:10.21608/jtcps.2024.259014.1270

The Psychology of Color and Its Effect on Branding

Document Type : Original Article

Authors

¹ Benha University, Faculty of Applied Arts, Advertising, Printing and Publishing Department, Benha, Egypt

² National Research Centre (NRC), Textile Research and Technology Institute (TRTI), Pre-treatment and Finishing of Cellulose based Textiles Department (PFCTD), El-Behouth St. (former El-Tahrir str.), Dokki, P.O. 12622, Giza, Egypt

10.21608/jtcps.2024.259014.1270

Abstract

As we go into a world where marketing is becoming increasingly crucial, it is critical to recognize the influence color psychology has on branding. As consumers, we may not realize how color psychology has influenced our purchasing behavior and how prevalent it is in marketing and branding in general. Color psychology, on the other hand, impacts many branding decisions that lead to customer purchases. Colors and branding have a strong relationship that contributes to brand identity, brand recognition, and brand awareness.

Colors are intentionally employed in branding and logos so that the customer will identify a certain color with a particular brand. Consumer emotions and sentiments connected to each color on the color wheel are the foundation of color psychology. Colors greatly impact branding because they influence how marketers position their items and how customers relate to them. The impact of color psychology on branding and marketing, the psychological connotations of each hue, and the impact of color on customers will all be covered in this research. A literature review will be conducted in this project to determine the meaning of colors and their influence on branding strategy.

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