Color Psychology in Branding: How Brand Colors Influence Consumer Perception and Emotions

ABSTRACT Color plays a pivotal role in branding and marketing strategies, influencing how consumers perceive, feel, and react to a brand. This study explores the psychological impact of brand colors on consumer emotions and purchasing behavior. Using primary data collected through a structured questionnaire and supported by secondary literature, the research identifies the emotional triggers associated with different brand colors and how they contribute to consumer trust, brand loyalty, and preference. The findings suggest that strategic color usage enhances brand recognition and emotional engagement, ultimately impacting buying decisions. The paper underscores the significance of color psychology as a strategic branding tool and provides recommendations for businesses to integrate color effectively within their branding frameworks. Keywords: Color psychology, branding, consumer behavior, emotional marketing, brand loyalty, color perception.