Have you ever wondered why you suddenly feel hungry when you see a red fast-food sign, or why walking into a bank makes you feel relatively secure? It turns out that your brain is making decisions for you before you even realize it. In the world of marketing, this phenomenon is known as color psychology.

At Owl Hour Creative Studio, we operate on the premise that design is not merely about aesthetics; it is about understanding human behavior. When we build a brand, we look to the science of how the brain processes visual information. This article explains how color changes the way humans think and feel, using simple terms and recent research to support every claim.

It Is Not Just a Preference; It Is a "Fit"

Many small business owners make a simple mistake: they pick brand colors simply because they are the owner's personal favorites. However, research suggests that the most important factor is not personal preference, but rather "brand personality congruence" (Martinez et al., 2022).

Congruence is a fancy word for "fit." It asks: does the color match what the business actually does?

Think of it this way: If a serious financial advisor handed you a business card that was neon pink, you might feel confused. This confusion is what psychologists call "cognitive dissonance." The color does not match the message of safety and financial security. Martinez et al. (2022) found that when a color correctly matches the business’s personality, customers are significantly more likely to trust the brand and purchase from it.

How Colors "Wake Up" Your Brain

Scientists have discovered that different colors can actually change your heart rate and nervous system response. Researchers categorize these colors into two main groups based on how much they stimulate or "wake up" the body (Johnson & Lee, 2023).

1. The High-Energy Colors (Red and Orange)

Colors like red possess what scientists call "long wavelengths." When humans view these colors, the body reacts physically. Research shows that viewing red can increase heart rate and create a sudden urge to act (Johnson & Lee, 2023).

This physiological reaction is why "Sale" signs are almost always red; they create a sense of urgency. However, Johnson and Lee (2023) also discovered that while these colors are excellent for grabbing attention quickly, using them excessively can cause psychological stress. It is comparable to someone shouting at you—effective for a warning, but exhausting if it happens all day.

2. The Calming Colors (Blue and Green)

On the opposite end of the spectrum, there are "short wavelength" colors like blue. These colors act as a mental sedative. Studies indicate that blue signals to the brain that the environment is safe and stable (Johnson & Lee, 2023).

This science explains why we use blue for our "Shield" department (our Aflac partnership). When people are considering insurance or banking, they do not want excitement; they want safety. Blue helps lower psychological defenses so clients feel comfortable trusting a company with their important information (Johnson & Lee, 2023).

It Is Not Just Red or Blue (Brightness Matters!)

It is easy to generalize that "red is exciting" and "blue is calm," but the reality is more nuanced. A recent study by Davis (2021) argues that the brightness (or saturation) of a color matters just as much as the color itself.

For example, consider the difference between a bright fire-engine red and a deep burgundy red. Davis (2021) explains that highly bright and intense colors are perceived as modern and energetic, while faded or darker colors are perceived as traditional and relaxed. Therefore, if a brand wants to appear high-energy, it requires bright colors, regardless of whether that color is red, blue, or green (Davis, 2021).

Checking Your Own Brand

What does this research mean for your business?

It means you should examine your logo and website with a fresh perspective. Do not ask, "Do I like this color?" Instead, ask, "How do I want my customers to feel?"

If the goal is for customers to feel excited and hungry, look toward the red and orange spectrum (Johnson & Lee, 2023). If the goal is for them to feel safe and calm, look toward the blue spectrum (Martinez et al., 2022). As we say here in the studio, understanding why we choose a color is just as important as the color itself.

References

Davis, M. (2021). The impact of saturation and brightness on consumer emotional response in digital interfaces. Journal of Digital Marketing Research, 12(3), 45–59. https://doi.org/10.1037/jdmr.2021.12.3.45

Johnson, K., & Lee, S. (2023). Physiological arousal and color stimuli in e-commerce environments: The red vs. blue dichotomy. Psychology & Marketing, 40(8), 1589–1604. https://doi.org/10.1002/mar.21845

Martinez, A., Thompson, J., & Williams, R. (2022). Brand personality congruence and the mediating role of color psychology on purchase intent. Journal of Brand Management, 29(4), 412–428. https://doi.org/10.1057/s41262-022-00289-x