The Psychology of Color and How You Can Benefit From It

Color is about much more than your favorite hue or the perfect shade to match your carpet. The subtle effects of color on our attitudes and preferences can register on a subconscious level, causing an emotional reaction. In fact, marketing studies indicate that 90 percent of impulse judgments about brands and products are based upon color alone.

The emotions associated with various colors

Any Google search will produce several results about the psychology of colors. You may find some general information such as:

  • Red implies excitement.
  • Blue signifies dependability.
  • Yellow implies optimism.
  • Purple hints at creativity and imagination.

These statements sound great, but they’re a bit too general. There’s more to color psychology than meets the eye. It’s not as simple as one color resulting in one emotion. The truth is a bit more complicated.

Actually, color psychology depends upon the personal experience of the viewer. It also depends upon the “personality” of your brand.

It’s not so much the color itself that makes a difference, but how well that color complements your brand story. For example, if your company creates children’s toys, a logo in black and brown will not evoke the emotion you desire from your audience.


How can you determine the personality of your brand?

To examine the personality of your brand, look at the promises your product makes to potential customers. Is it proclaiming dependability and durability? If so, consider the colors associated with power tools or rugged outdoor gear — gray, black and brown. Does your product promise relief and refreshment? Consider shades of blue that evoke the image of water.

Once you determine your brand’s personality, then you can work with our team of designers and engineers to craft the perfect color palette to reinforce your message.


How can your POP display benefit from color psychology?

Following are some important factors to consider when deciding upon a color to represent your brand.

What color do your competitors use in their display stands?

If all of your competitors are using green, then you’ll stand out by using purple.

Does your color reflect the personality of your brand?

When you think of tractors, you think of agriculture. Therefore, isn’t it perfect that John Deere utilizes a bright green to create the association with farming? Can you imagine John Deere using a color such as purple or light blue? It doesn’t fit with the personality of its brand.

Can you select rack and sign colors that complement your logo?

Hopefully, you have a logo featuring colors that reinforce the personality of your brand. If you do not — and you can’t change your logo – look for complementary colors that lend themselves to your message. You can play around with a useful, computerized color wheel to see how different colors work together.

Does color on your POP display make information easy to read?

Of course, color preference can only go so far — it’s vital to have a hue that will enable potential customers to clearly and accurately read information about your product.


Our expertise will help you create a memorable – and profitable – POP display

The marketplace is intensely competitive. You need every advantage possible to secure new customers. Whether you have a vague idea for your project or you need someone to help you map it out from scratch, we have the creativity and expertise to transform your vision into reality. Contact us to see how we can bring your vision to life.



Since 1977, McIntyre Manufacturing Group has created custom-designed displays with an uncompromised dedication to customer service. We utilize the latest technology and attention to detail to create the finest products with excellent craftsmanship. If you can dream it, we can create it. Contact us to see how we can bring your vision to life.



Entrepreneur Magazine. “The Psychology of Color in Marketing and Branding.”

CARLA M. STINCO, Journal of Sensory Studies. Volume 26, Issue 6 December 2011 Pages 436–444

Psychology Today. “How Colors Influence the Mind.”