Farbpsychologie

Product & Brand

Color influences how we perceive, evaluate, and recognize products. Sie prägt Erwartungen, vermittelt Bedeutungen und verbindet Marken mit Emotionen – häufig, bevor Namen oder Texte bewusst erfasst werden.

Evidence-based color design combines insights from color psychology with companies’ strategic goals. It provides a scientific foundation for color decisions—beyond fashion trends and personal taste.

Whether it’s food, cosmetics, transportation, or technical products, the psychological principles underlying the impact of color are relevant across all industries. Their practical application takes into account target audiences, product characteristics, cultural contexts, and the competition.

Prof. Dr. Axel Buether combines scientific color research with many years of design experience. He helps companies systematically analyze the effects of color and use that analysis to develop unique, scientifically grounded color strategies.

Services

Analysis & risk assessment

  • Empirically based analysis of the color impact of existing products, packaging and corporate designs on the target group – not based on feeling, but on findings.
  • Risk assessment of planned color decisions before implementation – for well-founded decisions before costs arise.
  • Expert opinion on color impact for internal decision-making processes, brand management and investor communication.

Strategy & differentiation

  • Development of target group-specific color strategies – from the product line to the brand personality.
  • Systematic differentiation in the competitive environment: visibly different, strategically justified.
  • Establishing consistent color systems across all touchpoints – from basic and accent colors to functional and interactive applications.
  • Development of a coherent color language that strengthens brand identity and shapes brand experiences – from packaging to the point of sale to the digital interface.

Implementation & Governance

  • Development and elaboration of specific color concepts – implemented by the Color Research & Design Lab on request.
  • Support for rebranding and relaunch processes – strategic, creative and impact-oriented.
  • Color concepts for new product lines, innovations and brand extensions.
  • Development of binding color systems and style guides for long-term brand consistency and scalable application.

Your added value

Color decisions are made intuitively in most companies – with correspondingly high risks for perception, positioning and brand success.

Evidence-based color psychology makes visible what works – and provides the basis for decisions that are not only convincing in terms of design, but also demonstrably effective.

Are you planning a new product line, a rebranding or would you like to strengthen the impact of your brand in a targeted manner?

Talk to us.

Submit a consultation request

Current projects

Further projects