How Brands Use Color, Sound and Emotion to Influence You

Written by: Hannah Salcedo

You probably think you choose brands purely based on price, quality and convenience. Logic-based decision-making, right? Well, what if I told you that your decisions are being influenced long before you compare your options?

In advertising, elements like color and sound are more than aesthetic choices. While these factors may seem subtle, they actually have a huge effect on how we think and respond. Brands use them as tools to trigger emotional responses that shape consumer perception and behavior; in other words, getting you to like them and buy their stuff.

So, how exactly do brands do this? It comes down to three key elements: color, sound and emotion.

Color

Color is often the first thing consumers notice when it comes to a brand, before any slogans or logos. This is because of color psychology, the study of how color affects our perception of the world. Basically, different colors have different psychological associations, and consumers connect them with emotions or ideas. For example, red can portray power and passion, green can mean nature and growth, and blue can convey trust and serenity. Interestingly, these colors are most commonly used by top Fortune 500 companies in their logos.

The way consumers perceive these colors impacts their behavior. For instance, while one consumer may perceive red as powerful, another may associate red with danger and choose another brand. Studies show that 85% of consumers identify color as the primary reason for choosing one brand over another, showing color influences decision-making. In highly competitive markets, this makes color an essential tool for standing out. So, how do brands make sure they’re using color psychology to their advantage? It’s all about developing a brand identity that connects with their target audience. By thoughtfully choosing colors that communicate their message, brands can create strong connections and influence how people engage with them.

However, color is just one part of the story. Sound also plays a major role in brand perception.

Sound

If color influences first impressions, then sound shapes how brands are remembered. Sonic branding is the use of sound to establish a unique auditory identity for a brand, incorporating elements like voice, music, and sound design to communicate brand values and increase recognition. This means that, when a consumer hears these sounds, they’ll immediately know it’s a particular brand before any visual cues. A great example of this would be McDonald’s. Their iconic slogan “I’m Lovin’ It” is immediately recognizable, and people associate the jingle “ba-da-ba-ba-ba” with McDonald’s no matter the visuals accompanying it.

This is due to the brain’s limbic system, which processes sound while controlling emotion and memory. Because of that link, sound is so deeply related to nostalgia and emotional connections, making it a very powerful marketing tool. For instance, 77% of consumers recall a brand more easily when it has a distinct sound. So, where do brands even begin? According to Chad Cook, CEO of a sonic branding agency, the key for effective sound branding is simple: recall equals emotion plus repetition. A brand creates signature sounds that reflect its personality, then makes those sounds prominent across its apps, in-person experiences, advertising, etc. Hearing these audio cues repeatedly generates emotional responses that establish strong brand memory.

Emotion

Color and sound are effective only because they influence emotion. Research shows that emotions are important in determining what we focus on, how we act, and how we make decisions. According to Harvard professor Gerald Zaltman, over 90% of our buying decisions are made subconsciously. Additionally, emotions rise faster and are more persuasive than logic. It takes 300 milliseconds for consumers to notice an advertisement and experience an emotional response. It’s not just ads; anything from a slogan to product packaging invokes emotions in consumers, shaping how they perceive the brand.

Because of this, brands don’t just focus on what they’re selling, but how they make consumers feel. Through storytelling, visual design, consistency, and authenticity, brands form deep, long-lasting bonds with their audience. For example, Nike uses themes of strength, power, and commitment in its ads, triggering feelings of admiration in its consumers. Emotional branding can also apply to an individual’s personal brand. For instance, Taylor Swift’s fans don’t buy her merch simply because the products are worth the price. They buy again and again because they have a strong emotional connection to Swift and her music. Emotional connections keep brands top of mind and turn casual customers into loyal ones. Ultimately, this shows that the power of branding is not about what’s seen or heard, but about what is felt.

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