Psychology of Color & Your Business | YELLOW FOCUS

Can you paint with all the colors of the wind? Yes and no. When it comes to introducing colors into your branding visuals, there’s some strategy required. Each color carries different meanings and the negatives and positives can be perceived by audiences depending on how you use them for your business or personal brand. 

So let’s talk about the color yellow in this month’s The Psychology of Color & Your Business!


Oh, yellow. This color goes way back just like the color red. We’re talking back to ancient Egypt and ancient Rome – even in prehistoric cave paintings. Arts and Collections explains, “Yellow ochre is one of the oldest pigments in existence. Cave paintings over 17,000 years old use this pigment, which was made from the natural ochre mineral. An artificial substitute for yellow ochre was found in the 1920s, and it is still used today.”

Yellow is often seen as a happy and optimistic color whereas in religious context, the color yellow is associated with deceit because it’s the color Judas wears. See how polar opposite those meanings are?

And this branches over to the world of branding. There’s positives and negatives. 

But what does it say about your brand or business?

Let’s start with the basic questions:


  • What first comes to mind when you think of the color yellow?
  • What’s the significance of yellow in conjunction with your brand?
  • Referring back to the first question, will the color yellow evoke the same reaction from your audience?


These questions can apply with endless amounts of colors. As you think of those questions and the color yellow, consider the following:

  • Are you going with yellow because it’s often associated with happiness and joy?
  • Are you going with yellow because it’s bright like the sun?
  • Or are you going with yellow because it sparks joy personally for you?

Even though it is easy to lean in on those questions, how you use the color yellow can evoke different reactions from your audience or the audience you’re attempting to reach with your brand. It could evoke ill feelings or the same joy you possibly experience looking at the color yellow. 

Let’s take a look at a branding client from LOVET AGENCY.

For Woof and Watson, their brand is friendly and fun which needed to be brought forward through their visual design. Paired with pink and a bluish green color, an almost retro color palette is created and brings out the mom and pop air to the small business. It’s apparent this is a dog brand for dogs by dog parents – only thinking of the best for their fur babies!

But if you remove the other colored elements in the branding design, the feel wouldn’t be as complete and wholesome as it is now. It would lose character or risk giving an ill look to the brand. 

If we want to dive into literature for reference, think of the short story The Yellow Wallpaper by Charlotte Perkins Gilman. In that story, the main character is in a room where the wallpaper begins to visually and mentally eat away at her. The color represents decay and degradation of the mind – not really a fun color in that context. 

But that’s just one take of the color yellow that’s popular. There are numerous other meanings to be had with the color yellow. Let’s take a look!

EnergeticDegradation & Decay


More to come from The Psychology of Color & Your Business! What color psych walkthrough would you like to go through next? So far we’ve covered red and green! Are there any single colors or paired colors you’d like to get a breakdown for? Leave a comment below and stay tuned!

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