Yellow – the colour of sunlight and summer. It’s the colour that makes us feel joyful and optimistic. Yellow in colour psychology is a warming influence, providing energy and making life look that little bit brighter!
This article is part of a series exploring colour psychology in branding and how it affects brand perception and moulds its image. Yellow colour psychology presents many options for brands to promote feelings that will resonate with their audience and create interest.
Colour psychology is incredibly significant in branding. Where shapes prompt recognition, colour elicits an emotional response. Colour is how you create a connection with your audience, so getting it right is important for your brand identity.
Understanding Color Psychology
You’ve probably come across the concept of colour psychology. Very simply, people attribute meanings and feelings to colour based on several evolutionary, social, psychological and even physiological factors. These are commonly agreed upon (thanks in part to semiotics) but may have regional or cultural variations.
Colours evoke different emotions and perceptions thanks to the above factors. Yellow, for example, is commonly associated with the sun and has many emotional connections to light, brightness and summer. It is the colour of play, fun, creativity and optimism – so using it well is important to create an emotional connection.
In branding and marketing, colour psychology has a massive impact. The colours used for a brand’s visual identity or marketing collateral directly link to how a potential client feels about the brand. People tend to remember how things made them feel, rather than facts and figures, so creating the right set of emotions is vital to branding.
That’s why your colour choice is so important – and colour psychology plays a huge role.
Focus on Yellow Colour Psychology
Yellow colour psychology focuses on several areas that can benefit your branding efforts. First, it’s important to break down what yellow is usually associated with, before looking in more detail at how to use it.
Yellow is a primary colour and is a warm colour. Warm colours are so-called as they remind us of hot things – fire or the sun, for example.
Optimism, energy and attention are the key aspects of brands that use a significant amount of yellow. Like red, it can be used to increase appetite so have obvious uses in fast food brands. Additionally, brands in the construction may use yellow in its ‘caution’ aspect, often with black to evoke high-contrast chevrons. Being so bright helps make it noticeable on construction sites, making it a favourite of building brands.
Yellow is an attention grabber, though it is more subtle than red. Yellow is also the most visible colour, so it draws attention to important information. This is why it is often seen on warning labels and signs. Additionally, it can stimulate the nervous system and mental processes – it has been shown to provide a boost in energy. This is also why it is often associated with youth and optimism. Check out the infographic below for some more facts about the colour yellow.
Emotions and associations in yellow colour psychology
Yellow is often associated with happiness, optimism and play. Due to its natural brightness, it is frequently used to show joy and illumination.
It’s also important to note that, like any colour, different hues create different emotional responses. Some examples of different yellows and their uses include:
- Cream is yellow with white added. It is encouraging and uplifting. The mellow tone makes it calmer than other yellows, but it still maintains a brightness that works well in pastel or natural palettes.
- Pale yellow is another subtle hue and creates feelings of clarity and mindfulness. This hue is often associated with mindfulness work and can be used to good effect by brands offering mental health services.
- Lemon yellow has a simplistic feel that makes it an excellent secondary colour. It is less stand out than other yellows – happy to blend in and create a sense of normalcy. This can be excellent for brands building a welcoming community.
- Bright yellow is what most people think of as a ‘pure’ yellow. It is highly visible and energetic, creating a sense of fun and motion. Its visibility also makes it perfect for drawing attention and showing warnings.
- Golden yellow is a deeper tone, closer to amber than other hues. This gives it a curious, creative association. This depth also reflects an optimistic tone, providing a sense of warmth and promise of more than is on the surface.
Examples of successful brands using red in their branding
Yellow is a relatively uncommon choice as the main colour in logos. It is certainly the least-used primary colour, present in only 13% of the world’s largest brands. Yellow can be overpowering, so it is often used in small amounts to highlight important features.
Here are a few examples of recognisable logos that use yellow.
Catapillar
Catapillar are big in the construction industry, using yellow in its aspect as a warning colour, showing caution. This vibrant yellow is highly visible – hence its use on their machinery! This makes it a brilliant central part of their brand identity. It is easy to associate the yellow of their brand to their main products. Using heavy black contrast and diagonal shapes further leans into the impression of chevrons – showing caution.
McDonald’s
McDonald’s has undergone a rebrand of sorts over the last few years. One of the elements that has remained untouched is the iconic ‘Golden Arches’ These are synonymous with the company and are now associated with happiness and joy. McDonald’s has used this bright shade to create a feeling of optimism that is associated with their brand.
National Geographic
National Geographic not only hopes to inform – but also to inspire. Yellow is used in their logo, representing an illuminating window. It promotes creativity and optimism through the use of a golden yellow. The yellow also represents the sun, without which life could not survive on our planet. Additionally, it reflects the ‘frame’ that sits around the magazine cover,
Yellow in Branding
Yellow’s associations with fun, optimism and energy make it a great choice for community brands. The vibrancy associated with yellow suits businesses that want to be seen as engaging and friendly.
Various big brands use different shades to excellent effect. Ferrari uses yellow to show fun and a feeling of speed, while McDonald’s yellow creates a sense of optimism. Ikea uses yellow to create a welcoming, accessible feeling. Caterpillar, on the other hand, uses it to show confidence and challenge.
It’s important to remember that red has some negative emotions associated with yellow. It can be seen as critical, cowardly or even inferior. It is also tricky to use in darker palettes, as darker yellows often look brown and dirty. At its best, however, it is a colour associated with positive energy, which can leave great impressions on your audience.
It’s also important to note that too much yellow can be difficult to look directly at – especially on a screen. Using it to accent or highlight areas is a great way to use it to effect.
Yellow also has different meanings across the world. In the West it is commonly associated with joy and the sun – summer days and bright sunshine. Yet in Greece, it is associated with sadness! In China it is a regal colour, as it was designated only to the royal family in feudal times. In Japan it is even associated with courage – harking back to warriors who wore yellow flowers in honour of their emperor. These associations are worth noting if you aim to have a worldwide brand.
Conclusion
Colour psychology is an important part of showing your brand’s character. When it comes to branding, simply picking a colour because you like it is not enough. Instead, think about the feelings and experiences you want to reflect to your audience.
For yellow colour psychology, understanding its glowing energy is vital to using it well. Do it well and you’ll leave your audience feeling energised and optimistic. Done badly it makes them think your brand is petty and spiteful!
Overall, yellow is an excellent choice for bands that want to help people see the lighter side of life. If optimism, fun and joy are hallmarks of your brand identity, yellow will be a great asset.
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