Colour Psychology

One of our tips included using complementary colours to catch your clients’ eyes. But did you know that colours have more of an impact on your audience than just to grab their attention? In fact, multiple studies note how different hues, shades, and tints affect human behaviour.

Here, we’ll tell you everything you need to know about colour psychology and how different colours affect your company’s personal.

Then Science Behind Colour Psychology

According to Andrew J. Elliot (of the University of Rochester) and Markus A. Maier (of the University of Munich) in a 2007 article on colour and psychology, people observe colour in everything they see. Our brains process these visual stimuli and assign a colour to the items we observe. And since our brains detect so many colours each day, various hues and shades capture our attention differently.

Our brains also associate colours with multiple, contextual meanings. These connotations trigger a number of psychological responses, such as emotional and behavioural changes. We might even identify colours with positive or negative experiences. As a result, we develop a strong like or dislike of certain tints and we associate positive or negative emotions with products that display these colours.

As a business owner, you want your current customers and future clients to develop a good and correct opinion of your company. To achieve this goal, you need to implement the right colours in your logo, brochures or pamphlets, signs, and business cards. Read on to learn more about each colour’s meaning and how it affects your company.

Colours and Their Significance

As previously mentioned, people attach meaning to every colour. Consult the list below as you decide on which colours to use for your business’s visual components.


Red paves the way for both positive and negative interpretations. It is often associated with the following words and characteristics:

  • Courage
  • Energy
  • Boldness
  • Strength
  • Danger
  • Anger
  • Desire
  • Passion
  • Love
  • Vigor
  • Leadership

Because red is such an intense, vivid colour, people tend to notice it immediately despite its multifaceted nuances.


Since one of its base colours is red, orange also has good and bad connotations. People often identify this colour with different states of being, including:

  • Creativity
  • Aggression
  • Enthusiasm
  • Cheerfulness
  • Fascination
  • Attraction
  • Success
  • Prestige
  • Illumination

So if you want the boldness of red with a more positive result, choose orange for your colour scheme.


Many people think of joy when they see the colour yellow. And because this is the colour of the sun, they often feel happy and energised when they see yellow’s various hues. Your audience will feel these sentiments if you use yellow:

  • Comfort
  • Hunger
  • Liveliness
  • Energy
  • Optimism
  • Warmth

And since designers typically use yellow in a bright shade, it grasps a person’s attention quickly.


To give your company a more natural, holistic persona, add green to your business cards and pamphlets. Green often symbolises encouraging feelings and ideas, including:

  • Growth
  • Harmony
  • Reliability
  • Trustworthiness
  • Safety
  • Honesty
  • Relaxation
  • Calmness
  • Healing
  • Wealth
  • Endurance
  • Hope

You’ll often notice different shades of green in the medical industry to promote feelings of confidence and prosperity. But you can use this colour to tell your customers that you are an honest, reliable company regardless of your field.


Appeal to your audience’s mental well-being with blue. Your customers often infer the following when they see this colour:

  • Peace
  • Dependability
  • Competence
  • Trust
  • Honor
  • Stability
  • Calmness
  • Expertise
  • Knowledge
  • Integrity
  • Seriousness
  • Tranquility

Use darker tints of blue, such as navy or cerulean, to give your business a more professional undertone.


If you’d like your company to demonstrate the energy of red tones with the calmness of blue ones, purple is your best option. Purple often conveys characteristics such as:

  • Imagination
  • Spirituality
  • Unity
  • Harmony
  • Balance
  • Firmness
  • Originality
  • Individuality
  • Luxury
  • Nobility
  • Love
  • Nurture
  • Creativity
  • Mystery
  • Dignity
  • Wisdom
  • Wealth
  • Power

Note that purple is a feminine colour, so you’ll want to use it if your clientele consists mostly of women.


Neutral colours let you accent brighter colours without sacrificing quality or perceived meaning. Black allows you to emphasise the following characteristics:

  • Elegance
  • Strength
  • Sophistication
  • Formality
  • Authority

Don’t use black as your main colour, since it makes material harder to read and distracts from images and other important information.


Like black, white allows you to complement bold tones. This tint also conveys the following messages to your audience:

  • Goodness
  • Light
  • Purity
  • Newness
  • Simplicity

Again, only use white as an accent. Most people view white as a safe colour, so only add traces of it to your business cards.

Choose the Appropriate Colours

As you work with a graphic designer to draft or recreate your business cards, keep these principles in mind. Remember the words associated with each colour, and pick a pigment that speaks volumes about your company. When you choose colours to represent your business, select one or two that give your audience the correct impression.

And if you aren’t sure which colours work best for your company’s persona, ask your graphic designer for his or her professional opinion.

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