Understanding what type of business you are, and who your key target audience is, will help you to choose the best primary colour for your brand. This choice has the potential to influence buying decisions, the mood and behaviour of your customers, and also how your brand is perceived in the market.
Colour psychology examines how colours affect human emotions and behaviour. Your consumers’ perception of your brand is affected by colour psychology, whether launching a new website, re-branding or creating marketing assets. Colours are often regarded as evoking emotions based on memories we associate with specific tones throughout our lives. For example, we tend to feel warm and at peace when we look at a yellow sun.