Big Brand’s Big Idea: The Psychology of Color In Branding

Part of branding, especially in digital media is choosing colors that mark uniqueness of a brand from competitors and differs from influencing the mood and feelings towards a certain product or service.

According to the study called Impact of Color in Marketing, researchers found that the reason behind this is because people make up their minds within 90 seconds of initial reactions with either people or product and 62‐90 percent of the assessment is based on colors alone.

But first, who are these unicorns? Listed below are the unicorn companies around the globe and how they use the psychology of color in branding their products. Unicorn: a company who has a valuation of over 1 billion dollars.


Coca-Cola 78.14 billion dollars
Color red evokes strong emotions, encourage appetite, passion, and intensity. Aside from Coca-Cola, red was used by many restaurants in their signage or ads. Red became the overarching color for Coke. You see a red disc icon on a storefront, and you know that you’ll be able to get delicious, ice-cold Coca-Cola there,” says Coca-Cola Archivist Ted Ryan.


Facebook 500 billion dollars
Aside from the reason that Mark Zuckerberg is red-green colorblind, color blue shows calmness and it’s a color that’s mostly used in the office. It is often used in corporate business because it is productive and not invasive.


Spotify 16 billion dollars
Green portrays health, tranquility, money, and nature. The reason why they chose green for Spotify is that there was no one using the particular color that time. And it was also meant to look modern, fresh, and “pop” just like the millennials.


Snapchat 16 billion dollars
Yellow has something to do with being cheerful and being playful. And I guess Snapchat was able to communicate its personality using the color itself as playful freedom from the permanence of traditional social media. It’s a different kind of platform.

Black/No ColorAt All

Apple 107 billion dollars
If you’re going to study colors, black is the total absorption of all the colors. Black often used for luxury items, to enhance and add a feeling of sophistication to a product or service which symbolizes power, elegance, and authority.

Branding is one of the most crucial parts of decision making when building the foundation of a product or service. And probably, the kind of branding you want for your business is far from being average.

Want to be one of those unicorns? Click on the magical word:


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