Colour Psychology and its Influence on Branding

Abstract This study examines the psychological influence of colour on consumer perception, brand identity, and buying behaviour with specific focus on Indian urban consumers. Using a dual research approach comprising secondary research from ten peer reviewed academic papers published between 2017 and 2025 and primary research through a structured 16-question questionnaire administered to 141 Indian urban respondents, the study generates original India-specific empirical evidence in a field dominated by Western research. Key findings reveal that 74.5% of respondents confirmed colour has influenced their purchase decision, 57.4% identified Coca-Cola from a plain red colour swatch with no logo or name, and 41.8% associated gold rather than black with luxury — diverging significantly from Western literature. Cross-tabulation analysis reveals meaningful demographic variations in colour perception. The study concludes that colour is a strategic commercial tool and that Indian luxury colour preferences are culturally distinct from Western norms, with gold serving as the dominant luxury colour signal among Indian urban consumers.