When it comes to building a brand identity that resonates with consumers, few elements are as powerful and immediate as color. Color influences how we feel, think and act, so there’s much more to color than meets the eye. 

But how can designers use the principles of color theory to build more effective Wix Studio websites? We spoke with experts in color psychology and consumer behavior to learn just that.

Why are colors meaningful?

Colors are meaningful because they evoke emotions, memories and associations that influence how we perceive and interact with the world. Color meanings are defined by a combination of factors ranging from biological to cultural: bright colors trigger different physiological responses than dark or cool colors, and the symbolism behind specific colors can vary widely from one culture to another. (See also: dopamine colors.)

In the world of brand design, studies show that color can increase brand recognition by up to 80% and can change our perception of a product’s quality, value or even taste. 

For example, Charles Spence, head of the Cross Modal Research Laboratory at Oxford University, who researches multi-sensory packaging design, has found that consumers expect that more saturated color packaging will contain a product with more intense flavors or aromas. And if their favorite product changes the color of its packaging, they’ll think it tastes different, too.

This psychological phenomenon is called sensation transference, where people transfer their feelings about one attribute of an object (often its visual or physical characteristics) to another, unrelated attribute. The term, popularized by Mad Men era marketing researcher Louis Cheskin, is often used in branding and packaging to describe how a product’s appearance influences perceptions of its quality, taste or value.

Consider when Coca-Cola released limited-edition white cans to support polar bear conservation. The brand faced swift rejection, with some customers insisting the Coke tasted different from the original recipe. This perception, despite the formula remaining unchanged, added to the backlash. Ultimately, the iconic red cans returned four months earlier than planned, ending Coca-Cola’s first major packaging experiment in over a century.

Sensation transference isn't limited to physical goods. It can also occur in web design. “When it comes to color and its meaning, its impact remains just as powerful online as it does in person,” Spence says. “It doesn’t matter if it's a digital product or a grocery store item, color will always be a strong cue that influences choice for consumers.” In web design, a vibrant, saturated color palette can create excitement and energy, while muted tones evoke calm and trust.

Just as Coca-Cola’s red communicates familiarity and tradition, strategic color choices in web design can strengthen brand recognition, convey key messages and even shape user behavior.

What is color symbolism?

Color symbolism—the association of specific colors with certain ideas or feelings—is a universal phenomenon, but it’s far from static. Here’s a quick breakdown of some common colors, their typical associations, and how they're utilized in branding and web design.

Red

Passion, urgency and energy. Often used to grab attention, red can stimulate excitement, which is why the color is sometimes used in CTA buttons. Think: Buy now! Flash sale!

Orange

Warmth and vitality. Orange merges the energy of red and the cheerfulness of yellow to invite positivity and creativity.

Yellow

Optimism and creativity. While yellow evokes happiness, overuse can provoke anxiety or visual fatigue, especially when paired with other high contrast colors like black (see: caution tape).

Green

Growth, health and tranquility. Associated with nature, green appeals to brands with eco-friendly or wellness-oriented missions.

Blue

Trust, calm and professionalism. Widely regarded as calm and reliable, blue branding is a go-to for industries like finance and healthcare. Banking apps like PayPal or Chase, use blue as their primary brand color because users transfer their feelings of reliability and safety to the interface, even before interacting with the features.

Purple

Luxury, mystery and imagination. Purple’s royal associations trace all the way back to Roman times, which makes it ideal for premium or luxury brands. It could also be well suited for brands that want to tap into its associations with magic, fantasy or creativity. (Here’s how Gen-Z purple became the new Millennial pink.)

Just remember to keep context in mind

These associations can be a great starting point for brands looking to understand more about how people engage with color, but according to Steven Westland, professor of Color Science and Technology at the University of Leeds, they can be a double-edge sword for designers, often limiting the creativity of a brand identity and assuming that there’s always universal meanings behind each color.

“We must always remember that we live in a global world and that color meanings vary from culture to culture,” he says. 

While some color meanings are more universal, others are deeply rooted in local contexts. Take red, for example. In the West, it’s often associated with passion or danger. But in China, red signifies prosperity and luck.

Westland says that semiotics, the study of symbols and their meanings, can help decode how colors evoke ideas and emotions. We know that each color carries cultural, psychological and contextual associations that shape perceptions, and that these interpretations vary by audience and setting. So when brands align their color choices with their values and target demographics, they create more impactful and resonant messaging, leveraging the universal yet nuanced language of color.

Both Spence and Westland agree that color is always context-dependent. It’s not just about symbolic or cultural associations, but about the specific context in which it is used. This means designers need to understand how colors can differentiate a product in its category or convey particular attributes, and also how to break the rules with color to create a memorable and disruptive brand identity. 

T-Mobile is a prime example: it defied expectations in the tech and telecommunications industry, where blues and grays dominate as symbols of trust and reliability, by adopting bright magenta as its signature color. 

While magenta is not traditionally associated with tech or communication, it helped T-Mobile stand out in a saturated market. This bold choice transferred a sense of energy, innovation and confidence to the brand, carving out a distinct identity that is now instantly recognizable. By embracing a color typically seen as unconventional for its category, T-Mobile demonstrated how breaking design norms can not only differentiate a brand but also redefine how customers perceive the product or service.

T-Mobile leans into magenta

How to use color meaning strategically

For agencies and design professionals, a layered approach to color strategy is key. Start by asking, “What emotional reaction do we want our audience to have?” Then, explore how colors can amplify that feeling while keeping cultural and product category context in mind. Some questions to ask yourself (and your client):

Context and differentiation

• What category or sector is your brand operating in?

• How can your color choices help you stand out from competitors?

• What specific attributes or emotions do you want your colors to convey?  

Cultural and consumer relevance 

• Are there cultural differences that might influence how your colors are interpreted?

• How do your target consumers perceive these colors within the context of your brand?

• Are the colors relevant and meaningful to your audience?

Strategic design

• Do the colors you’ve chosen align with the values the brand wants to communicate?

• Are the meanings conveyed by your colors consistent with the brand’s identity?

• How will these colors integrate with the rest of your visual branding elements? 

Ultimately, color isn't just a visual decision—it’s an emotional one. As Westland and Spence both emphasize, color design is about intentionality and strategy. When brands use color effectively, they’re not just making something look good. They’re telling a story, building trust and creating a lasting impression.

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