1. Introduction: Think of Starbucks without its white mermaid on the green-coloured background or McDonald without the famous golden-yellow arches. Those logos aren not removing, these were just some examples just to explain the power of visual branding i.e. how these companies use colours, logos, symbols, etc. to make a unique visual brand of theirs, which makes them stand out among their competitors, leads to creating a recall value among their consumers and increases consumer loyalty. Competition in congested markets with brands vying with one another in grabbing attention translates to the use of colour and visual identity as coherent requirements of strategy if these markets and brands are to be given a chance at influencing consumer feelings, thought and, finally, purchase.  

2. How Consumers Perceive Color : As an example, red color is related to enthusiasm and excitement, and this is why people drink Coca-Cola or visit Metro. Every color has the particular meaning. Such banks as Chase, Stanley and others have embraced the use of blue color in the table as it is viewed to be stable and reliable. Also, you might have observed that the menu items and the advertisements of fast food restaurants such as McDonald use the color red and yellow extensively. The reason is that these colors create an impression of enthusiasm and trust and, what is more, influences our metabolism and causes us to feel hungry.

Source: Journal of Textiles, Coloration and Polymer Science 21 (2), 355-362, 2024

3. Importance of colours & visual branding in advertising

Building a visual brand with a distinctive color scheme and logo is crucial because advertising and marketing are efficient means of connecting with customers. As was previously mentioned, this improves brand loyalty, recall value, and helps the company stand out from its rivals.

Source: Adidas Instagram Page

As we can see, Adidas used a very dark amber color along with some black and white elements to create this poster for their Christmas sale. The color scheme complements both the Christmas season and their brand image. Customers frequently discover a brand for the first time through one of its ads; therefore, any brand must use the visual brand and color scheme it has developed over the years to market its goods and services.

4. Can companies work without building a visual brand: Every company, whether it’s a start-up or a giant like Coca-Cola, has a dedicated color palette and a visual brand built over the years. It’s always advisable to have a visual brand, but if they decide not to, there may be some drawbacks like: 

• Insufficient Credibility and Trust
• Low recall among consumers
• Ineffective Promotion

Though in the initial stages of a company, it may be helpful to:  

• Ensures Speed & Flexibility   

• Leads to lower costs   

• Avoids premature lock-in  

5. The Psychology of Consistency in Colour, Across Platforms

It is not necessary to decide which colours to use, but rather apply them frequently on all platforms and touch points. Without realising it, the customers expect to have a great visual experience when observing everything, starting with the product packaging, including social media posts, websites, in-store signs, and even taking photos of customer support. In its absence, trust can be damaged.

Think of such globally recognisable colour schemes as Nike or Apple. It is science, not fashion. Use of consistent colour codes assists consumers to fix a brand and relate to it on the spot, as it takes the brain considerably less time to process visual images than words, and the over-mediated lifestyle makes this even more so.

When the Instagram page and the packaging of a company product or the interface of its application look too unlike each other, people experience cognitive dissonance, a state of psychological unease, which decreases their confidence in a brand. On the one hand, once all things appear to be in balance, then the themes of professionalism, quality, and trust are strengthened.

In a market where customers are impulsive when it comes to making decisions, colour consistency is ideal; it is convincing.

6. Conclusion

Visual branding, such as colour, may affect a lot of consumers more than you imagine. The appropriate colours can arouse feelings, generate trust and even sway purchase decisions without our knowledge. The visual identity must be good and consistent to facilitate remembering it and to make the brand noticeable among other brands. It is not all about the good looks, but rather it is connecting customers. Ultimately, the same can be said of how a brand appears as much as what it is selling.

FAQ on Color and Visual Branding

1. What is color and visual branding, and why does it matter?

Color and visual branding refer to the deliberate use of colors, logos, typefaces, symbols, and design elements to create a distinct identity for a brand. It matters because it affects consumer emotions, improves recall, builds trust, and helps a brand stand out in a saturated market. The first thing most consumers recognize in brands like Starbucks or McDonald’s is their color scheme and logo, showing just how powerful color and visual branding truly is.

2. How does color influence consumer emotions and behavior?

Colors trigger psychological responses that can directly affect consumer behavior. For instance, red creates excitement and urgency, often used in fast-food advertising. Blue instills trust and confidence, ideal for banks. This emotional influence is a key element of color and visual branding, helping companies shape perception and drive actions like purchases or sign-ups.

3. Can color alone build brand loyalty?

While color alone may not build complete loyalty, it plays a major role. A consistent color and visual branding strategy across all consumer touchpoints reinforces familiarity and builds emotional association. Over time, this can strengthen customer loyalty as consumers feel more connected and trusting of the brand.

4. Why do brands choose specific color palettes?

Brands choose colors based on the psychological meanings and cultural perceptions associated with them. For example, green symbolizes growth and peace, perfect for eco-conscious brands. Choosing the right colors as part of your color and visual branding strategy helps communicate the brand’s values and personality effectively.

5. How do companies use color to stand out in competitive markets?

In crowded markets, standing out is essential. Brands use distinctive and consistent color schemes across packaging, websites, ads, and stores to create visual recall. Color and visual branding helps consumers instantly recognize a brand even from a distance or a quick glance—something crucial in busy environments like malls or digital feeds.

6. What happens if a brand lacks a consistent color and visual identity?

Inconsistent color and visual branding can confuse consumers and weaken brand recognition. It causes cognitive dissonance—a psychological discomfort from mismatched brand visuals—reducing trust and consumer confidence. A consistent look across all platforms signals professionalism and reliability.

7. How do global brands maintain color consistency across platforms?

Global brands like Nike or Apple use strict visual guidelines and digital brand kits to ensure that every visual—from packaging to Instagram stories—uses consistent colors and design elements. Such discipline in color and visual branding maintains clarity and consumer trust worldwide.

8. How do colors affect food and beverage branding?

In food marketing, red and yellow are widely used as they trigger hunger and create a sense of urgency. This is why brands like McDonald’s utilize them. The science of color and visual branding in food aims to stimulate appetite and increase sales without changing the actual taste.

9. Can a startup delay investing in visual branding?

Yes, early-stage startups may temporarily skip full visual branding for agility and cost-saving. However, skipping color and visual branding long-term risks low recall, reduced trust, and inefficient marketing. Once product-market fit is established, visual branding becomes essential.

10. What role does color play in digital ads?

In digital advertising, color determines whether an ad gets noticed or ignored. Vibrant hues grab attention, while the right contrast improves readability. A compelling color and visual branding strategy ensures your ad resonates emotionally and performs well across platforms.

11. How do consumers subconsciously respond to visual branding?

Visual branding is processed faster than text. Consumers subconsciously associate colors with brand traits—such as blue with dependability or orange with enthusiasm. This instant processing influences decisions before the consumer even reads a product’s name or description.

12. Is it possible to change a brand’s color without losing recognition?

Yes, but cautiously. Gradual transitions, proper consumer communication, and consistency during the change are essential. If done poorly, it may damage brand equity. Major companies undergoing rebranding must ensure that color and visual branding changes are strategic and coherent.

13. Why do banks often use blue in their branding?

Blue is associated with trust, stability, and intelligence. Financial institutions want consumers to feel secure and confident, which aligns with blue’s psychological impact. It’s a staple in color and visual branding for industries where reliability is a core value.

14. How does visual branding impact social media presence?

Strong visual branding on platforms like Instagram or Facebook makes brands instantly recognizable in a user’s feed. Consistent colors, logos, and styles help create a cohesive brand identity. Color and visual branding, when applied effectively, turns every post into a brand reinforcement.

15. Can color schemes affect e-commerce sales?

Yes. In e-commerce, the right color combinations can highlight CTAs (calls to action), evoke urgency, or build trust. For example, red buttons may increase conversions, while green elements may imply eco-friendliness. Good color and visual branding improves both aesthetics and performance.

16. What psychological effect does inconsistency in visuals create?

It creates confusion, doubt, and even distrust. Consumers expect consistency—when a website’s theme clashes with its packaging or app interface, they experience psychological discomfort. Effective color and visual branding eliminates this, fostering comfort and confidence.

17. How do colors influence impulse buying?

Impulse buying is highly emotional. Warm colors like red, orange, and yellow can stimulate quick decisions. Brands use these strategically in sales, signage, and promotions. Color and visual branding here becomes a subtle but powerful sales trigger.

18. What are some industry-specific color trends?

• Tech: Black, silver, blue (innovation, sophistication)

• Health: White, green, blue (purity, wellness)

• Fashion: Black, gold, red (elegance, excitement)
  Understanding these helps brands align their color and visual branding with industry expectations and consumer psychology.

19. Can visual branding help attract new demographics?

Absolutely. By tweaking colors and designs, brands can target new age groups, genders, or cultural segments. For example, using pastel shades may appeal to Gen Z, while rich, dark tones may attract luxury buyers. Adaptability in color and visual branding allows strategic market expansion.

20. What is the ultimate goal of color and visual branding?

The goal is to build a memorable, trusted, and emotionally resonant identity that separates a brand from competitors. Good color and visual branding helps tell a brand’s story, influences purchase behavior, and ensures that whenever a consumer sees a certain color or design—they think of your brand first.

Sources/References  

• Journal of Textiles, Coloration and Polymer Science 21 (2), 355-362, 2024   https://journals.ekb.eg/article_341270.html  

• Open Journal of Social Sciences 5 (12), 186-196, 2017 https://www.scirp.org/journal/paperinformation?paperid=81301  

• Management and Labour Studies 36 (2), 199-209, 2011 https://journals.sagepub.com/doi/abs/10.1177/0258042×1103600206  

• Mednarodno inovativno poslovanje= Journal of Innovative Business and Management, 2025   https://journal.doba.si/OJS/index.php/jimb/article/view/370