by Color plays an important part in the psychology of marketing and branding and can influence people’s perception of a brand’s personality.3 It’s more important to pick a color that supports the personality of your brand than it is to try to instill certain feelings in potential customers since everyone has different experiences and opinions.
While there are generalities we can make about colors and what people associate with them, colors and our affinity toward them have a lot to do with our personalities, upbringing, environment, and experiences.
One recent study on how adults perceive color showed that more females than males chose brown as their overall favorite color. But it was still one of the three least favorite colors for both genders.
Some of the key characteristics associated with brown in color psychology include:
- Feelings of warmth, comfort, and security. Brown is often described as natural, down-to-earth, and conventional, but brown can also be sophisticated.
- A sense of strength and reliability. Brown is often seen as solid, much like the earth, and it’s a color often associated with resilience, dependability, security, and safety.
- Feelings of loneliness, sadness, and isolation. In large quantities, it can seem vast, stark, and empty, like an enormous desert devoid of life.
- Negative emotions. Like other dark colors, is associated with more negative emotions.
