The Power of Colour – Why Brands Choose Blue

The power of blue in branding

Blue is more than just a popular choice in branding—it’s a statement. Across industries, from finance to tech, blue surfaces again and again as a trusted favourite.

In fact, a study by The Logo Company found that over 33% of the world’s top 100 brands use blue in their logo. It’s the most preferred colour by men and women alike, according to multiple global surveys.

But why? What lies beneath the surface of this cool, calming hue?

Historically, blue has carried symbolic weight. It was once rare and expensive to produce as a pigment, often reserved for the divine or the elite. Think of Renaissance-era paintings where the Virgin Mary is cloaked in vivid ultramarine, symbolising purity, trust, and heavenly grace. Over time, those associations have filtered into contemporary culture, shaping the way we perceive the colour today.

In modern branding, blue offers something many companies strive for: dependability, security, and a quiet confidence. It doesn’t shout; it assures. American Express, IBM, and LinkedIn all use high-chroma blues to convey innovation and professionalism, while others adopt desaturated, near-grey blues to evoke tradition, calm, and understated elegance.

Studies in consumer behaviour suggest that blue evokes feelings of trust and dependability, with the Institute for Colour Research reporting that people make a subconscious judgment about a product within 90 seconds—and up to 90% of that assessment is based on colour alone.

But it isn’t just about industry norms.

Blue is adaptable, and its versatility makes it suitable for more than just the usual suspects. From healthcare to hospitality, blue can signal clarity, composure, or bold, futuristic direction—depending entirely on how it’s used. Lighter tones can feel serene and optimistic; deeper hues command authority and poise.

Whether you’re building a wellness brand or curating a premium interior space, blue can signal clarity, composure, or bold, futuristic direction—depending entirely on how it’s used.

The Psychology of Blue: Design That Works on the Mind

Colour isn’t just seen—it’s felt. In branding and spatial design, the psychological impact of blue plays a quiet but persuasive role in how we experience environments and messages.

Designers use lighter tints of blue to create a sense of openness and calm. These hues reflect more light and recede visually, making them perfect for interiors where space and airiness are key—think healthcare clinics, wellness studios, and minimalist branding. The goal? To make people feel relaxed, at ease, and safe.

Conversely, darker tones of blue are often used to invoke intimacy and a sense of shelter. A deep navy can wrap a space in comfort or lend a brand presence a sense of gravitas. These applications are common in settings like luxury hospitality or traditional institutions, where atmosphere and legacy matter.

Light tints vs dark tones of blue create different spatial illusions. Images from Pinterest.

Blue also has visual tricks up its sleeve. When used strategically, colour temperature and chroma can influence perception: high-chroma blues appear cleaner, sharper, and more modern, while low-chroma or desaturated blues suggest tradition, calm, and maturity. This subtle visual coding allows brands to quickly communicate their values without a single word.

Increasingly, brands are modernising their visual identity by turning up the chroma of their primary colours. Facebook’s shift from a flat blue to a more vibrant, high-saturated hue reflects a move toward clarity and digital freshness. Similarly, United Airlines refreshed its identity by intensifying its signature blue—balancing legacy with a cleaner, more dynamic presence. This trend toward higher chroma creates a sense of immediacy, innovation, and relevance in an ever-evolving visual landscape.

In interiors, that same principle applies. A pale, powdery blue can expand a small room or soften hard architectural lines. Meanwhile, a midnight blue feature wall can cocoon a large open-plan space, making it feel more human and contained.

These aren't just stylistic choices—they're deeply rooted in how we perceive colour. And when used with intention, they become powerful tools for storytelling and strategic design.

Colour is one of the first things your audience notices.

When colour is chosen with intention, it becomes more than aesthetic—it becomes strategic. In a saturated marketplace, blue gives your brand a psychological edge.

Curious how blue could work harder for your brand or interior?

Colour specialists in both branding and interior design, discover your optimal brand palette that tells your story with clarity and confidence.

Disclaimer: Brand names mentioned are for illustrative purposes only and are not endorsed or affiliated with this content.