Design debunking – color alone won’t move the needle

Color psychology is a popular marketing and design tool to impact consumers’ impressions of a brand and whether different colors and color combinations will drive consumer perceptions or purchases. Yet, overgeneralization of color and perception can be misleading, leading brands to underestimate the impact of individual experiences and product context. While green has long been associated with health and nature, a lime green logo may have a different impact on the consumer than a lime green drink or a lime green scarf, none of which may have anything to do with nature or health. Brands should consider context experience when choosing colors for their products.