Exploring colour psychology in branding : a qualitative analysis of consumer responses and associations

Abstract

This study investigates the psychological impact of colour in branding, focusing on consumer cognitive and emotional responses to colour and the resulting impact on brand identity perceptions and purchasing behaviour. This study uses a qualitative method involving semi-structured interviews with 15 participants to explore individual interpretations and associations with colour across various product categories. Thematic analysis based on Braun and Clarke's (2006, 2017) framework indicated that colour serves mainly as a reinforcing cue, rather than a primary identifier for established brands, thereby challenging current findings in the existing literature. The findings indicate that typography and structural elements significantly influence colour perception, with visual minimalism proving to be more essential for luxury perception than colour by itself. Participants' conscious denial of colour influence was contradicted by non-verbal cues and subsequent reflections, which indicated significant subconscious emotional responses to colour. The research also revealed that individual aesthetic preferences can sometimes take priority over category-specific colour norms, especially in lifestyle sectors. This research enhances the understanding of colour psychology by emphasising the contextual, integrative, and subjective aspects of colour interpretation in branding. It offers important guidance for marketers and designers aiming to create deeper and emotionally impactful brand identities.