The psychology of colors in branding

A psicologia das cores no branding

Abstract

Color is a powerful communication element in branding. People reacts to colors from a psychological and deeply personal subconscious level through association. According to research, 93% of buyers focus on the visual appearance when buying a product, and 80% of consumers believe color is responsible for brand recognition. This paper addresses how choosing the right colors in branding design influences the company image, consumer perceptions, and purchase decisions.