The Psychology of Color in Branding and Marketing

Atukunda Lucky

Faculty of Business Administration and Management Kampala International University Uganda

Email: lucky.atukunda@studwc.kiu.ac.ug

ABSTRACT

Color is a fundamental element in branding and marketing that influences consumer perception, behavior, and emotional response. This paper examines the psychological and cultural underpinnings of color use in branding, examining how color choices shape brand identity, impact marketing effectiveness, and contribute to consumer engagement. Through analysis of color perception, historical marketing trends, cross-cultural associations, logo design, and psychological effects of color combinations, the study highlights the multidimensional role color plays in marketing communication. Drawing on expert insights, cross-cultural studies, and successful branding case studies (e.g., Coca-Cola, Nike, and Starbucks), the research emphasizes that effective use of color is both an art and a science. Strategic application of color can increase brand recognition, foster emotional connections, and influence purchase decisions. However, its effectiveness is mediated by cultural context, individual experience, and evolving consumer expectations. Marketers must consider these variables to create resonant and inclusive color strategies that enhance brand equity and market appeal.

Keywords: Color psychology, branding, consumer behavior, marketing strategy, cultural perception, emotional response, logo design.

CITE AS: Atukunda Lucky (2025). The Psychology of Color in Branding and Marketing. NEWPORT INTERNATIONAL JOURNAL OF RESEARCH IN EDUCATION 5(2):58-65 https://doi.org/10.59298/NIJRE/2025/525865