HOW COLOR PSYCHOLOGY AFFECTS BRANDING AND BUYERS CHOICES
DOI: https://doie.org/10.10399/IJBE.2026164105
Dr. R. Blessie Pathmu, Dharmini R, Lishanthini M, Elson Raj T
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Keywords:
Color Psychology, Branding, Consumer Behaviour, Brand Personality, Purchase Intention, Visual Identity, Correlation Analysis
Abstract:
Color has emerged as one of the most potent branding tools in an increasingly competitive marketplace where visual components are crucial in forming consumer perceptions and influencing purchase decisions. A crucial component of branding is color psychology, which has a big impact on consumers' attitudes, feelings, and purchasing decisions. Without the need for spoken explanation, colors serve as powerful visual cues that convey a brand's identity, values, and personality. This article explores how consumers' assessments of the brand's personality are influenced through color saturation and hues, and how these perceptions impact consumers' decisions. The study examines the psychological and emotional reactions that various colors elicit and examines how companies strategically employ color to draw in customers, foster trust, and create emotional bonds. The connection between color characteristics and consumer behaviour— particularly with regard to product perception, brand recognition, and purchase intention—is given special attention. The study uses correlation analysis to examine the relationship between perceived brand personality and brand color brightness, as well as the relationship between current brand personality and color brightness selection in visual identity. By examining commonly used brand colors and their psychological associations, the article demonstrates that appropriate color selection can enhance brand positioning and positively influence consumer decision-making. The findings suggest that the effective application of color psychology serves as a vital marketing strategy, enabling brands to differentiate themselves in competitive markets, strengthen consumer engagement, and improve overall brand effectiveness.