Branding
How Color Psychology in Branding Can Influence Consumer Behavior
Why do both IKEA and Volvo make such heavy use of blue and yellow in their branding? It’s got a lot to do with colour psychology. While blue and yellow are both primary colors which have a psychological effect of their own, they also both feature on the flag of Sweden. To consumers, the blue and yellow of the Swedish flag draw immediate association with environmental sustainability, nordic minimalism, and quality craftsmanship, powerful tools of color psychology marketing for any brand.
In fact, despite being so understudied, color psychology may be one of the most powerful tools in a brand marketer’s toolbox. But color-to-emotion mapping is only as effective as the sophistication of the tools used to harness colour psychology and transform it into actionable results, and real engagement with your brand.
