Color Psychology Behind Brand Identity Design
                     Twelve & Twenty Eight
Color Psychology Behind 
Brand Identity Design 
Color plays a big role in how a brand identity design comes together and 
comes to life.
 However, making a choice of what color palette brings out the best in a 
brand can be intimidating but it is of utmost importance to choose colors 
that go well with the brand's voice, vibe, values and target audience. 
There is a psychology and logic behind choosing the right color palette 
for a brand identity design project. It is more to do with this logic and 
less about personal choice/preference. 
It is easy to go down a rabbit hole and lose track of time looking at color 
trends on social media channels like Instagram and Pinterest, But the 
reality remains that in order to attract the ideal target market, visuals 
play an important role and colors are a great way to make the visuals 
more branded along with enhancing the appearance of a brand’s 
identity across it’s online or print presence.
Every color has an emotion associated with it. Each color makes the 
audience feel a certain way. This is where professional brand identity 
design comes into play.
Development of a color system that resonates with the target audience is such an integral part of 
branding. If this process is done correctly, it can really make a brand identity shine and the brand 
stand out from the crowd.
 Also, the correct usage of color brings a visual consistency to the brand identity hence increasing 
noticeability + attracting the tribe. 
Examples of color psychology: for a financial sector business, shades of blue work well as blue 
depicts reliability. 
On the  other hand, a feminine brand can have softer pastel colors, something that women 
connect more with. 
Choosing the right colors makes a whole world of difference to how your brand identity comes 
across and connects with the audience. 
 
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