The Science Of Colour Psychology In Business Branding & Customer Behaviour

The Science Of Colour Psychology In Business Branding & Customer Behaviour

When it comes to business branding, colour psychology serves as both an art and a science, providing valuable insights into how colours can influence human emotions and behaviours. Colours go beyond aesthetics, serving as a powerful tool for businesses to strategically influence customer behaviour, shape perceptions, and establish a strong brand identity. Each colour possesses its own unique symbolism and associations, making it essential for businesses to understand the psychology behind them, and to incorporate specific colours into their branding strategies to connect with their target audiences and evoke desired emotions.

Colours have the power to influence customer behaviour in various ways. By understanding the emotional and psychological responses elicited by different colours, businesses can strategically apply them to influence customer perceptions and create memorable brand experiences. Luxury brands, in particular, recognise the importance of connecting with customers on a personal level and creating personalised experiences for their customers, enhancing feelings of exclusivity and quality. Luxury is not just about owning a product or service, it’s about the experience and the emotions associated with it.



TGF Colour Consultancy brand collaborations showcasing the impact of colour psychology in action:


Tory Burch

TGF Colour Consultancy partnered with Tory Burch, an international fashion brand, to raise awareness for their book, “Tory in Colours,” and their SS18 collection. By showcasing looks that represented different colour personalities and demonstrating how Tory Burch’s accessories catered to diverse preferences, the collaboration and the book created awareness about colour personalities, using never before seen strategies that reached a wider audience.

Catering to different colour personalities provided a more inclusive approach, showing people that anyone can find the right accessories to match their own personal colour palette. The collaboration included an event attended by popular social media influencers, where TGF colour consultancy conducted mini colour sessions to create a deeper understanding of colour personalities. This unique and immersive event experience captivated its attendees and generated a great social media buzz and encouraged people to share the findings with their friends and loved ones. Providing a truly personalised and exclusive event experience helped to create feelings of loyalty and trust with the Tory Burch brand, leaving a lasting positive impression that had attendees coming back for more.




TGF Colour Consultancy collaborated with luxury fragrance brand, Ghawali, to organise a PR event where guests were offered the exclusive experience of creating personalised signature perfumes based on their colour personalities.

This unique and engaging event experience, rooted in colour psychology, guided attendees through a journey of self-discovery, tying their personality types to fragrance preferences. The personalisation of each fragrance to each individual colour personality created a truly memorable moment for each attendee, generating feelings of being cared for, seen and heard by the brand. This unique event concept also helped to generate great social media buzz with attendees sharing their experiences online, helping to boost awareness and sales. The event received an overwhelming amount of positive feedback, and helped to shape the perception of Ghawali as a true luxury brand that strives to have a personal connection with their customers.



In today’s competitive business landscape, brands are constantly striving to stand out and leave a lasting impact on their audience. Incorporating colour theory into branding strategies and event planning gives brands a competitive edge that sets them apart from their competitors. They can design immersive experiences that captivate their target market on a subconscious level, evoking specific emotions and shaping perceptions. By making use of the psychological impact of colours, brands can deepen connections with attendees, create lasting memories, stand out in a crowded marketplace, and ultimately achieve their goals while leaving a lasting impression on their audience.

If you want to gain a deeper understanding of colour psychology and how it can help your business grow through effective branding strategies, get in touch with TGF Colour Consultancy to book your free strategy call today.

colour psychology, branding, customer behaviour
colour psychology, branding, customer behaviour