The Psychology Behind Your Brand Identity

Brand identity typically refers to how your brand looks, feels, and speaks to people. That said, when most people talk about brand identity, they’re referring to a brand’s visual components, and the overall visual identity that they lend themselves to. Because your choice of said components directly affects how consumers view your brand, it’s extremely important to understand the actual psychology behind them. In this article, we will discuss how your selection of brand colors, typography, and logos can impact your brand.

Brand Color Psychology

While attitudes vary based on the individual, people tend to associate colors with the same general ideas, emotions and concepts.These connections can be both positive and negative, so it is important to weigh your options when selecting a color to represent your brand.

Red

• Positive associations:

• Power

• Passion

• Excitement

• Boldness

• Negative associations:

• Anger

• Danger

• Warning

• Defiance

Orange

• Positive associations:

• Courage

• Confidence

• Warmth

• Innovation

• Negative associations:

• Deprivation

• Frustration

• Frivolity

• Immaturity

Yellow

• Positive associations:

• Optimism

• Warmth

• Happiness

• Creativity

• Negative associations:

• Irrationality

• Fear

• Caution

• Anxiety

Green

• Positive associations:

• Health