Color and its association with emotions: The power tools in branding

Abstract

Branding is essential for businesses because it helps create a unique identity and personality for a company, product, or service. The utilization of color and its psychological implications hold substantial influence in the field of branding, as it possesses the potential to significantly impact consumers' emotions and their overall perceptions of a brand. Different colors have the potential to elicit distinct emotional responses and exert an impact on the way consumers interpret the personality and values associated with a brand. By using colors strategically, brands can explain and justify the message more articulately and precisely and create a compelling emotional connection with their audience, while helping businesses to stand out in a crowded marketplace, as a unique and memorable color scheme can differentiate them from their competitors. This conceptual study seeks to identify emotions related to specific colors as a tool to strengthen a brand stating multiple examples of the color Black in products and why consumers get attracted to these specific brands. The findings of this study are directed toward marketers and scholars for a further understanding of how branding and color psychology are substantially related.