We all know the color psychology infographics, but following them STRICTLY, may prove to be detrimental.
Color psychology has been drilled into designers' and marketers' head for years. How many times have you heard that green represents calm, growth, and nature? But Monster Energy’s logo is green; and not the most natural product out there. Or consider the color brown, there are studies that often cite it as people’s least favorite color. Yet, Pantone’s 2025 Color of the Year is Mocha Mousse. A shade of brown. While color psychology is an important tool, it still begs the question, have we outgrown traditional "color psychology" charts?
Color psychology has been drilled into designers' and marketers' head for years. How many times have you heard that green represents calm, growth, and nature? But Monster Energy’s logo is green; and not the most natural product out there. Or consider the color brown, there are studies that often cite it as people’s least favorite color. Yet, Pantone’s 2025 Color of the Year is Mocha Mousse. A shade of brown. While color psychology is an important tool, it still begs the question, have we outgrown traditional "color psychology" charts?
The conversation about color psychology first came up while chatting with a client. My client had said she really liked orange but was disappointed that she wouldn't be able to use it in her brand because color psychology had recommended a blue or green. I told her that wasn't necessarily true, we could always use it as an accent color, a different shade, etc. Besides you want a brand to stand out.
A brand that makes a great use of non-traditional colors for their product is Cha Cha Matcha. The pink they use will make the brand stick in your mind.
Why Traditional Color Psychology Falls Short
The biggest downside of using color psychology as a rigid guideline is the fact that colors don't exist in a vacuum. There's shades, tones, and even context you have to take into account. The same color can evoke completely different emotions depending on how it’s used. Take red:
A black-based red feels serious
A brighter red feels more energetic and exciting
A bold true red is alarming and urgent
This is why strictly following color psychology infographics can be limiting. Instead, brands should consider how a specific shade aligns with their brand's personality and audience.
Color and Brand Personality
Purchasing decision is heavily influenced by color—not just because of a color’s supposed meaning, but because it shapes how customers perceive a brand’s personality. While certain colors loosely align with traits (brown is usually associated with ruggedness), it’s far more important that the colors support the personality you want to convey rather than force-fitting a brand into outdated color associations.
A luxury brand doesn’t have to use gold or deep purples—it just needs to use rich, well-balanced hues that communicate elegance. A playful brand doesn’t need to use bright oranges and yellows—it simply needs a color palette that feels energetic and fun.
How DO Brands Use Color?
Brands can leverage color in different ways to make a lasting impact. A well balanced color palette creates harmony and can build trust, especially when softer tones are used. There are those brands that go all in, using unconventional colors that are impossible to forget. Bold accent colors, on the other hand, are great for grabbing attention, perfect for call to action buttons when chosen correctly. But let’s not dive into UX design just yet.
Ultimately, it all comes down to the brand’s personality and the emotions it wants to inspire
TumbleWeed Tips: Choosing Colors for Your Brand
•Know Your Audience: What colors resonate with your customers? Cultural and demographic factors influence perception more than generalized color meanings.
•Consider Shades & Tones: The warmth, saturation, and contrast of a color can drastically affect its impact.
•Think About Brand Personality: Choose colors that match the energy and identity of your brand.
•Visual Harmony: Colors that work well together are more memorable and recognizable. Accent colors should grab attention but still fit within the overall palette