How to emotionally connect with consumers through colour

The relationship between colour and emotion is undeniable. It influences language – we use “blue” as a synonym for sadness and describe people as “green with envy” – and media, as seen in the characters of the Disney Pixar film Inside Out. An infinite spectrum of shades can effectively convey the complexity of human feelings, and the arrival of the A/W 27/28 Key Colours signals a fresh look at this connection.

WGSN and Coloro’s new colour forecast extends beyond aesthetics to serve a greater purpose. WGSN’s Senior Colour Strategist, Clare Smith, said: "As we globally continue to live through unpredictability and uncertainty, we see consumer emotion and feeling play a vital role in the A/W 27/28 colour selection. Each key colour forms the basis for impactful colour messaging, from feelings of freedom and expression to trust and groundedness.”

So what does the relationship between emotion and colour mean for the connection between brands and consumers?

Decision-making with colour and emotion

Our Future Consumer 2027 whitepaper explores the impact of emotions on decision-making and brand loyalty. Emotional factors drive 70% of consumer behaviour (Gallup). According to the Institute for Color Research, 70-90% of subconscious judgement is made in a few seconds on colour. This indicates that colour is one of the fastest ways for a human to process information, acting as a shortcut for decision-making.

As people become increasingly attuned to their emotional needs during the buyer’s journey, they're actively seeking products that reassure, inspire and empower. When a product’s colour resonates with these feelings, it signals alignment between brand and consumer.

Learn more about the relationship between colour and brand from WGSN’s chosen colour provider, Coloro.

From trends to touchpoints

Brands often limit colour palette considerations to product design and packaging. However, implementing colour across all touchpoints can create a cohesive brand experience. In campaigns and digital storytelling, colour can frame a narrative and build recognition.

Retail environments are another effective channel for colour communication, and serve as an opportunity to foster brand loyalty. For example, A/W 27/28 Key Colour Peaceful Lilac (Coloro code: 135—78—11) adds an energetic surge or restorative calm to consumers’ daily lives. Integrating this colour into a pop-up store can evoke the desired reaction, elevating consumers’ shopping experience and nurturing their relationship with a brand.

Discover the rest of the A/W 27/28 Key Colours and find inspiration for your next collection.

How brands can make real-life impact using colour

So, what can brands do with this information?

The first step is to rethink their approach to colour, recognising it as a powerful relationship-building tool and not just an aesthetic choice. “Colour is one of the most powerful tools in a designer’s toolkit. It can draw attention, set a mood and influence a user’s emotions, perceptions and actions.” (Adobe).

Next, brands can strategically select colours that make the desired emotional impact on consumers in order to improve brand recall, while also aligning their seasonal palette with the overarching brand identity.

Finally, use colour messaging to create a dialogue between brand and consumer. In a social climate defined by uncertainty, the brands that successfully resonate with consumers will speak to their emotions.

Read the A/W 27/28 Key Colours forecast for a deep dive into colour and emotion. Not a subscriber? Download the sample report.