Colour Decoded: How Colour Psychology Shapes Perceptions of Power and Trust
Colour psychology in communication is not merely the concern of your marketing team. It silently shapes credibility, trust and performance in ways most professionals never consciously consider.
Renowned artist Georgia O’Keeffe once said:
“I found I could say things with colour and shapes, that I couldn’t say any other way - things I had no words for.”
Before you speak in a meeting, address a room or publish a post, you have already been interpreted. The colours you wear or brand yourself with are not decorative -it is psychological signalling. The palette you build your personal brand or business brand around, even what you surround yourself with in your office or home environment, shapes how others perceive your authority, warmth, competence and trustworthiness. They also influence how you think, perform and behave. Let’s talk about the colour psychology you should be conscious of.
1. Power colours
Red
Red has always been a personal favourite of mine and the only bold accent colour in my wardrobe. I long-loved a signature red lip, red nails or a bold red dress. However, now I’m much more conscious about giving red its moment.
Red is one of the most psychologically charged colours in the spectrum.
Red Signals: Energy, power, passion, courage and confidence
Research has shown that in achievement-oriented settings, such as in exams, exposure to red, reduces performance (Elliot et al., 2007).
In other environments, it boosted performance. Researchers examined Olympic combat sports such as boxing, wrestling and taekwondo. (Hill and Barton, 2005). They found that athletes wearing red won significantly more matches than those wearing blue. This was seen even when ability was evenly matched. The research concluded that red may increase perceptions of dominance and aggression, influencing both opponents and judges.
So while red signals dominance in competitive contexts, in analytical, evaluative, or academic contexts, it may undermine performance. Red is a powerful colour, but its impact is context-dependent.
Red can be a great strategic choice when you need visibility, boldness or a strong presence. Think pitches, launches, and high-energy presentations. However, in environments that require careful thinking, collaboration or detailed analysis, red may increase pressure - both internally and externally. If you are sitting for an exam, leading a strategic discussion or navigating sensitive conversations, red may heighten intensity rather than clarity.
Red is effective when the goal is impact. But, when the goal is precision, it requires discernment.
Black
Black is another high-status colour - and another personal favourite, dominating most of my wardrobe. It is often associated with control and sophistication. But like red, it carries strong psychological weight.
Black signals: Authority, dominance, power, formality and elegance
Research has studied athletes across NFL and NHL teams wearing black uniforms, by:
Reviewing historical penalty data
Conducting experiments where participants judged teams wearing black versus lighter uniforms
The research showed:
The teams wearing black were penalised more frequently and were perceived as more aggressive.
When teams switched to black, penalties increased.
The colour altered perceptions and behaviour (Frank & Gilovich, 1988).
Black can make you feel composed, powerful and often increases a sense of control in the wearer. But, how it is received depends on context. In interviews or new environments, all-black may project seriousness and professionalism, or it could create distance and severity. In creative industries, black can signal confidence and refinement - think Steve Jobs’ iconic black shirts.
Black communicates authority, but it can also signal aggression if it’s not balanced with warmth.
2. Colours to signal warmth and competence
Most leaders overindex on competence signalling and under-signal warmth.
Research has shown that people evaluate others rapidly along two primary dimensions (Fiske et al, 2002):
Warmth: Are you safe, friendly or trustworthy?
Competence: Are you capable, intelligent or powerful?
To add more warmth and competence to your visual identity, research across branding and design psychology consistently shows:
Blue = competence, reliability, trust
Green = growth, peace, nature, health and abundance
Brown = warmth, earthiness, stability
Bright colours = energy, approachability
Pastels = softness, nurturance
These associations are not random; they have been culturally and neurologically encoded into humans over time. The moment you enter a room, people are unconsciously categorising you along warmth and competence. The colour you choose influences which dimensions you’re amplifying.
Many professionals focus heavily on signalling competence. They choose dark colours, structured styles and conservative palettes to ensure they are taken seriously. But, remember that credibility requires dual signalling. If you project competence without warmth, you may be respected but not approachable. You may be liked but not perceived as authoritative. Finding the balance is key - hence the shift by many in the corporate world from harsh black power suits to navy, brown, grey or other softer neutrals. Adding warmth will help build connection and trust.
3. A high-trust colour
If you’ve ever wondered why blue dominates corporate brands, it’s not an accident. Multiple studies have found that blue increased perceptions of trust and security. In branding contexts, blue consistently ranks as the most trusted corporate colour. It signals safety, stability and predictability. This is why financial institutions, technology firms and professional platforms frequently rely on blue as a high-trust colour.
Remember, nuance matters. Like with many colours, shades of blue convey different connotations. For example, navy is strong and conveys authority - think of educational institutions or government bodies. Meanwhile, baby blue communicates calm, peace and reassurance.
Blue is often the safest choice for interviews, client meetings and online branding. It reassures others that you are reliable.
But beware of simply defaulting to blue. Relying solely on blue can also make you blend into environments where differentiation matters. If your goal is stability, blue works. If your goal is distinction, you may need contrast. So make your perfect colour palette uniquely you. For more, see my earlier blog, How to create a signature colour palette for your personal brand: Elevating your visual identity
Colour coded
Colour is not decoration, it’s strategy. It shapes how others perceive, interpret and experience you - before even saying a word. The question is: are you intentional about what they see? Choose your colours carefully as they are communicating for you.
