Color Psychology and Brand Engagement

Every brand uses color psychology when it comes to choosing logos for the packaging of a product. Here are some helpful correlations between color and brand engagement for website designs/digital backgrounds.

  1. Cooler Tones - More relaxing properties, more favorable perception of design than warmer tones (ex. red), and higher click-rate and engagement.

    • Specific to Blue 

      • Shortens consumer’s load time perception on websites

      • Shopping behavior with environments of blue is more pleasant 

      • More associated with positive outcomes

  2. Warmer Tones (ex. reds) - Stimulant and promote action, however, are not always associated with positivity.

    • Shopping behavior

      • Induce negative behaviors

        • Decrease purchase intention

        • Increase purchase postponement

    • Online Behavior 

      • Red - promotes action

      • Orange/Yellow - Excitement and energy

Elizabeth Davidson