Part 2 Warm Colors The Psychology of Warm Colors in Branding and Marketing Warm color psychology is based on the red area of the spectrum and includes red orange and yellow The emotional persuasion and reactions that warm colors can evoke range from anger to excitement consequently it can be perceived as a positive or negative customer experience However different cultures may perceive The Psychology of Warm Colors in Branding and Marketing in different ways Consequently warm color psychology in branding marketing and design is based on Americans color symbolism with our culture ethnicity and race Other nations may perceive the psychology of color in branding and brand Imagineering differently