The Influence of Colour Psychology in Business Advertising and Communication

Colour is a fundamental element of visual communication, shaping perception, emotion, and meaning in both advertising and corporate communication. Within business contexts, colour psychology refers to the study of how specific hues influence consumer attitudes, decision-making, and brand associations. This article examines the role of colour as a communicative medium in business advertising, exploring its psychological underpinnings and strategic applications. Drawing from theoretical perspectives in semiotics, cognitive psychology, cultural studies, and brand identity theory, the study develops an integrated framework that connects colour selection and usage with communication effectiveness and consumer engagement. Employing a qualitative research methodology—semi-structured interviews with advertisers, marketers, and communication designers, along with document and visual discourse analysis—the research investigates how corporations leverage colour to convey brand personality, elicit emotions, and shape behavioural intentions. Findings reveal that colours operate as non-verbal rhetorical devices that influence trust, excitement, and urgency; cultural and contextual variations significantly affect colour interpretations, consistency in colour application strengthens brand equity, and accessibility and inclusivity concerns are increasingly shaping colour strategy. The study concludes with theoretical, managerial, and ethical implications, underscoring colour’s multifaceted role in modern business communication. Keywords: colour psychology, advertising, business communication, brand identity, semiotics, qualitative research