Pantones, Psychology, and the Power of Colour
Colour isn’t decoration. It’s communication. In marketing, your colour palette does more than make things “look nice” — it shapes perception, builds memory, and even drives behaviour.
Backed by psychology and neuroscience, colour is one of the most powerful tools in a marketer’s kit. Here’s why Pantones and colour choices matter so much in branding and campaigns.
Why Colour Matters in Marketing
Studies show that people make a subconscious judgment about a product within 90 seconds of seeing it — and up to 90% of that judgment is based on colour (Institute for Colour Research).
Colour influences emotions and decision-making. For example:
Red: urgency, excitement, appetite stimulation (think Coca-Cola, Netflix).
Blue: trust, calm, reliability (used by banks, healthcare, and tech brands like Facebook and PayPal).
Green: growth, health, eco-friendly values (from Whole Foods to Spotify).
Yellow: optimism, creativity, energy (IKEA, McDonald’s arches).
The right choice builds brand recognition. In fact, consistent use of colour can increase brand recognition by up to 80% (University of Loyola, Maryland).
The Role of Pantones in Branding
Pantones aren’t just fancy codes — they’re a system of precision. By using Pantone Matching System (PMS), brands ensure their colours stay exactly the same across packaging, print, digital, and merchandise.
That consistency matters. A slightly “off” colour weakens recognition and trust. Just imagine Cadbury purple or Tiffany blue looking different in every ad — it would lose its iconic impact.
The Neuroscience of Colour
Neuro-insights show us colour activates the brain in ways that words alone can’t:
Warm colours (reds, oranges) increase heart rate and create urgency.
Cool colours (blues, greens) activate areas associated with calm and trust.
Contrasting colours improve recall — the brain is more likely to remember a message when it stands out visually.
This is why CTAs (calls to action) often use bright, contrasting colours. They literally light up the decision-making centres of the brain.
How Brands Use Colour to Drive Behaviour
Coca-Cola has owned red for over a century, embedding excitement and energy into every interaction.
Tiffany & Co. turned its signature robin egg blue into not just a colour but an experience of luxury and exclusivity.
Spotify’s neon green is disruptive in the tech world, signalling creativity and fun against a sea of blue competitors.
These aren’t accidents — they’re carefully considered strategies built on the psychology of colour.
Choosing the Right Colour for Your Brand
When selecting your Pantone and palette:
Start with your brand personality. What emotions do you want people to feel?
Think about your industry. Do you blend in (safety) or disrupt (difference)?
Prioritise consistency. A colour only becomes “yours” if you use it everywhere, every time.
The Takeaway
Colour is one of the most cost-effective tools in marketing. It drives attention, emotion, and behaviour — before a single word is read. By using Pantones strategically, you ensure your brand shows up with consistency, confidence, and impact.