Using Psychological Principles in Branding: What Works and What Doesn’t?

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Written by: Nice Branding Agency

Categories: Deep Thinking

Branding is an important part of any successful business, but it can be difficult to understand what works and what doesn't when it comes to creating an effective brand. Fortunately, leveraging the power of psychology can help you create a successful brand that resonates with customers. Let's explore what you should do to reach new clients and expand your brand.


The way a brand communicates with its audience is essential to its success. It’s not enough to simply communicate your message; it’s important to craft an emotionally resonant message that will compel customers to take action. When developing messaging, one should consider the psychological principles at play. Messaging that speaks to their underlying needs, values, and motivations will be more successful than generic messages.

The right messaging should evoke positive feelings and encourage customers to think about what the brand stands for. A successful message should be informative, inspiring, and have an emotional appeal. Brand messages should be simple, consistent, and memorable. Furthermore, the tone of the message should remain consistent across all platforms.

It’s also important to understand what doesn’t work when crafting messaging for branding. Generic messages that don’t speak to a customer’s needs or desires won’t be effective. Similarly, overly complex messages can be confusing and off-putting. Finally, messaging should never be misleading or dishonest as this will only hurt the brand in the long run.

Use of Color

When choosing colors for your brand, remember that different colors evoke different feelings. For example, bright and bold colors such as yellow and orange tend to evoke feelings of energy and enthusiasm, while softer colors like blues and greens evoke a sense of calmness and peace. It’s also important to pick colors that fit with the overall theme and tone of your brand. If you’re going for a modern, edgy look, then you may want to pick brighter colors like red or orange. If you’re going for a more sophisticated and classic look, then more neutral colors like black, gray, or white may be more appropriate.

In addition to picking colors based on their psychological impact, you should also consider cultural factors as different cultures often associate different meanings with certain colors.

Learn more about choosing the right color for your brand.

Design Styles

When it comes to branding, the visual design is just as important as the messaging. Your design should be simple and not clean so that it’s pleasing to the eye and easy to follow. This could include leading lines, bright colors, or arrows pointing toward an important element. Try to focus on one main element, such as a logo or a slogan, and keep the background and other elements simple and complementary.

Design elements to consider include fonts, shapes, sizes, textures, imagery, and color. When choosing fonts and shapes, think about how they relate to the overall feel of your brand. Consider how font size will affect readability and how shapes will emphasize or de-emphasize important parts of your design. Textures and imagery can give added depth to your design, while color has the power to evoke different emotions and make your brand more memorable.

Work with the Experts at Nice Branding Agency

At Nice Branding Agency, we understand the importance of building a connection with new and existing customers. Our creative approach to branding and messaging, coupled with our tried and true process allows our team of interdisciplinary creatives to produce bold, relevant brands that cannot be ignored, time and time again.

Contact us today to learn about our services which include business logo development, visual direction, brand attributes, and more.