A new study from Adobe Express has revealed how colour trends are shaping brand perception – and buying decisions. Colour, they say, is one of the first things people notice about a brand, and it often affects their emotions and thoughts.
Good news for ChannelX here, our shade of red / orange is somewhere between ‘Exciting’ and ‘Energised’ with our black being perceived as ‘Authentic’. However, ‘Blue’ is still the most trusted brand colour.
While logos were the most attention-grabbing brand element overall, noticed first by 34% of consumers, color still affected brand perception — 16% said it’s the first thing they notice about a brand. Half of consumers have chosen one brand over another based solely on color, with Gen Z and millennials (51%) doing it the most. According to 54% of consumers, blue is the most trusted brand color, followed by black at 44%.
– Adobe Express
Adobe surveyed 1,000 U.S. consumers to explore the emotional and behavioral impact of colour in branding. The research uncovered how colour choices influence trust, loyalty, and impulse purchases—and what palettes are predicted to dominate this year.
The science of colour in buying decisions
Colour plays a key role in how people connect with brands and make purchasing decisions. Consistent use of colour can build loyalty, while certain shades influence impulse buying.
Maintaining a consistent colour scheme can help brands keep customers coming back. One in three consumers said they’re more likely to stay loyal to brands that don’t change their colours, while 12% have stopped shopping with a brand after a colour shift. This loyalty impact is further reflected by the 18% who reported feeling emotionally disconnected when a brand changed its colour scheme, underscoring the emotional role of visual consistency.
The right colour choices also matter at the point of purchase. Nearly half of consumers (46%) said a brand’s colour scheme is important when they’re making a purchase. Some colours even led to snap choices. Blue (31%) was the most likely colour to trigger impulse buys, followed by black (28%), gold (27%), red (26%), and silver (26%).
You can read more, including how the increasing use of AI-assisted design tools will be impacted colour trends and give greater freedom for testing in the full Adobe Express report.
The way a brand uses colour can influence everything from emotions to buying decisions. People notice when colours feel consistent, and they remember when a brand’s look makes an impact. The takeaway: Be intentional with colour and use it as a tool to connect.
