The psychology of purple branding: Is it right for you?

Jun 18, 2024 | Branding

Purple can be a powerful and unique color to use in branding. Known for its associations with luxury, creativity, and spirituality, purple can be an excellent choice for brands looking to make a statement. But, does that mean it’s right for your brand? Keep reading to find out.

The importance of color in branding

Before we dive into the world of purple branding, it’s important to understand why it’s so important to choose the right colors for your brand.

As a brand designer, I spend a good amount of time curating and creating color palettes for my clients. It’s one of those things that seems simple on the surface, but is surprisingly complex in reality. In fact, many of my branding clients come to me after they’ve spent countless hours trying to create the perfect color palette and finally had enough of figuring it out on their own.

Choosing the right colors for your brand can be difficult for a couple key reasons. For one, colors carry a multitude of psychological, cultural, and emotional connotations. In addition, it’s difficult to separate subjective opinions of colors from objective considerations of which colors will resonate best with the target market. This is why having an outside perspective from someone who understands color psychology can be highly valuable for creating a successful brand.

The color psychology of purple

Purple has a rich historical background. In ancient times, purple dye was rare and expensive to produce, making it a symbol of royalty and wealth. It was often reserved for the garments of kings, queens, and other high-ranking officials. This historical association with luxury and exclusivity continues to influence how we perceive purple today.

While the color purple generally carries positive connotations, it’s important to note that its meaning can vary across cultures. In Western cultures, purple is often associated with nobility and luxury. In some Eastern cultures, however, it can be linked to mourning and death. Understanding these cultural nuances is crucial for brands looking to appeal to a global audience.

When it comes to psychological effects, the color purple is known for its complexity. It blends the calm stability of blue with the fierce energy of red, resulting in a color that can inspire creativity, calm the mind, and evoke a sense of mystery. Purple is often linked to imagination and spirituality, making it a popular choice for brands that want to convey innovation and deep thought.

Related post: The power of color psychology in branding

Purple branding for a law firm
Purple branding for Angelo Law Firm

Benefits of using purple in branding

As you may have noticed, purple is the primary color for my own brand, Steph Corrigan Design. Even though it’s not my favorite color personally, I felt it was a good fit for my design studio because of its association with luxury, imagination, and deep thinking. I have also selected purple for many of my clients for similar reasons.

Here are some of the key benefits of the color purple in branding.


Purple is less commonly used than colors like blue or red, which can help a brand stand out. Its uniqueness makes it an excellent choice for brands that want to distinguish themselves from competitors. That said, make sure that differentiation is not the only reason for selecting the color purple for your brand; it should also be a good fit for your brand ethos and target market.

Luxury Aesthetic

Because of its historical associations with royalty and wealth, purple can enhance the perceived value of a product or service. Consumers may associate purple branding with high quality, luxury, and exclusivity.

Tip: If you resonate with purple for reasons other than luxury and exclusivity, you could consider a lighter shade, such as lavender, which doesn’t have the same connections to royalty and wealth.

Emotional Connection

Purple’s ability to evoke specific emotions can help brands build a deeper connection with their audience. Whether it’s inspiring creativity, promoting a sense of calm, or invoking a sense of mystery, purple can be a powerful tool for emotional branding, especially for creative or spiritual brands.

Related post: How to create a luxury brand that feels approachable

Famous examples of purple branding

There are many examples of well-known brands that use purple as their primary brand color. The mattress company, Purple® Mattresses, comes to mind, having gone so far as to use the color for their brand name. Let’s look at some more examples of how successful companies have capitalized on purple branding.

Cadbury is a well-known example of purple branding


Cadbury is a well-established chocolate company with over 200 years of history. The rich, deep purple of Cadbury’s branding is synonymous with indulgence and quality. Purple can also be considered a unique choice for their industry, helping to distinguish the brand from competitors.

Twitch is an innovative company with purple branding


Twitch, the popular live streaming platform, uses purple to represent creativity, community, and innovation. The vibrant purple color of Twitch’s branding appeals to a younger audience and conveys a sense of energy and excitement, making it a perfect fit for the dynamic world of online gaming and streaming.

Hallmark is an example of a successful company with a purple logo and branding


Hallmark’s use of purple conveys sentimentality and premium quality. The muted, elegant shade of purple used by Hallmark enhances its image as a brand that offers high-quality, heartfelt cards and gifts, perfect for special occasions. Hallmark’s purple branding even includes a crown in the logo, which aligns with purple’s historical association with royalty.

Closing thoughts

Purple branding offers a unique and powerful way to differentiate your brand, create a luxurious aesthetic, and build an emotional connection with your audience. By understanding the color psychology of purple and learning from successful brands, you can effectively incorporate this rich color into your brand identity. Whether you’re aiming to convey luxury, creativity, or calmness, purple can help you achieve your branding goals.

If you’re looking for support in creating the perfect color palette for your brand – with or without purple – I’d love to hear from you! Get in touch today to learn more about our branding services and schedule a free consultation. Let’s create a brand that stands out and resonates with your audience!

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Steph Corrigan Design Blogger

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