The psychology of colors in branding

A psicologia das cores no branding


  • Camila Murari Ferrão



colors, branding, design, psychology, emotions, perception, consumer, purchase, image


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.



How to Cite

FERRÃO, C. M. . The psychology of colors in branding: A psicologia das cores no branding. Latin American Journal of Development, [S. l.], v. 4, n. 5, p. 1715–1719, 2022. DOI: 10.46814/lajdv4n5-013. Disponível em: Acesso em: 19 apr. 2024.
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