Most businesses pick brand colors based on personal preference. But what if your favorite color is driving customers away instead of pulling them in?
Colors trigger subconscious emotions, influence buying behavior, and shape how people perceive your brand—before they even read a single word.
In this blog, we’ll break down how color psychology impacts branding and how to choose the right palette to attract your ideal audience.
1. How Colors Shape Customer Perceptions
Studies show that 93% of consumers base purchase decisions on visual appeal—and color is the #1 factor. The right hues can make your brand feel premium, playful, or even untrustworthy.
What Different Colors Subconsciously Communicate:
- 🔵 Blue: Trust, security, professionalism (used by banks, SaaS companies)
- 🔴 Red: Urgency, passion, excitement (popular in food & retail)
- 🟡 Yellow: Optimism, energy, affordability (used by budget-friendly brands)
- ⚫ Black: Luxury, sophistication, exclusivity (common in high-end brands)
Are You Using the Right Colors for Your Brand Personality?
- If you want to build trust, focus on blues and neutrals.
- If you need to drive impulse buys, use reds and oranges.
- If you’re targeting affluent customers, darker shades like black and deep navy work best.
2. The Biggest Color Mistakes Brands Make
Choosing colors isn’t just about what “looks good”—it’s about what aligns with your audience’s expectations.
Common Branding Color Mistakes That Hurt Conversions:
❌ Ignoring industry norms: A financial brand using bright neon pink may feel untrustworthy.
❌ Overusing too many colors: A chaotic palette confuses the brand message.
❌ Not testing accessibility: Low-contrast color schemes hurt readability and usability.
How to Fix This:
✅ Research what colors resonate with your industry and audience.
✅ Stick to 2-3 core brand colors for consistency.
✅ Ensure your colors pass contrast tests for better accessibility.
3. Case Study: How One Brand Rebranded with the Right Colors (And Increased Sales by 28%)
A growing eCommerce brand struggled with high bounce rates. After analyzing their brand colors, they realized their neon green CTA buttons weren’t standing out enough.
The Fix:
- Switched from neon green to high-contrast orange CTA buttons.
- Adjusted overall brand colors to feel more premium (muted blues and gold accents).
- Tested different shades to optimize click-through rates.
The Result? A 28% increase in conversions and a lower bounce rate.
Conclusion: Make Your Brand Colors Work for You
Your brand’s colors aren’t just decoration—they influence trust, perception, and buying behavior. Picking the wrong ones can quietly repel potential customers.
Action Steps:
- Audit your current brand colors—do they match your brand values?
- Use color psychology to reinforce the right emotions.
- Test different color variations on CTAs, branding, and website design.
Make sure your colors aren’t just pretty—they should persuade.
17Seven is an award winning design agency with more than 10 years of experience in the industry.
The team designed brand visual identity for Axis Bank, Vinesia, Al Dahra, Sky2c and lot of other famous brands. In addition to brand identity design, 17Seven provides UI/UX, develop websites and apps.
