Did you know? 85% of consumers say color is the primary reason they buy a product. (Source) Yeah, it’s that serious. So if your restaurant branding looks like a sad hospital waiting room or a toddler’s crayon experiment, you might want to rethink some things.
Welcome to the unfiltered truth about color psychology in restaurant branding—because bad color choices are literally costing you customers. Whether you’re designing your logo, menus, or print materials, the colors you choose tell people exactly what to expect before they even sit down.
Let’s get into it.
Red, Yellow & Orange → The Fast Food Power Move
Ever wonder why every fast-food chain looks like it was designed by someone really into ketchup and mustard? There’s a reason for that. Red, yellow, and orange stimulate hunger and create urgency. These colors literally make people eat faster and leave sooner—ideal for high-turnover spots like McDonald’s, Wendy’s, and In-N-Out.
Translation? If you run a casual eatery where speed is key, lean into these shades. But if you’re going for a bougie, “sit and sip your overpriced wine” vibe, avoid them like an ex at a party.
Pro Tip: Want to use red without looking like a McDonald’s ripoff? Try deep maroon or burgundy for a classier feel.
Green → The “Healthy” Hype Machine
Green = fresh. Green = organic. Green = we probably charge extra for avocado.
Whether or not a restaurant is actually serving up farm-fresh, hand-picked, locally-sourced, blah blah blah ingredients, throwing some green in the branding makes people feel like they’re eating healthier. Think Sweetgreen, Panera, or any juice bar that serves things in mason jars.
Best Use: Perfect for plant-based spots, smoothie bars, and restaurants that want to scream We’re Healthy! without literally writing it on the sign.
Blue & Purple → The Appetite Suppressors (Oops)
You ever notice how blue is practically non-existent in restaurant branding? That’s because blue is a natural appetite suppressant. There’s no blue food in nature (except blueberries, and even they’re more purple), so our brains associate it with not food.
Purple? Same deal. It’s giving spa energy, not dinner time. If you’re running a Mediterranean or seafood spot, a little navy blue can work, but otherwise? Keep it far away from your restaurant’s brand colors unless you want people to forget they’re hungry.
Rare Exception: Bakeries. Lighter blues can create a calming, whimsical aesthetic—perfect for cupcake shops that want to look like something straight out of Pinterest.
Black & Gold → The “We Charge $20 for a Cocktail” Aesthetic
If your goal is expensive but make it subtle, black and gold are your best friends. Think of high-end steakhouses, speakeasies, or sushi restaurants that serve their rolls on tiny wooden planks instead of plates. Black exudes sophistication, while gold adds a touch of luxury (without screaming TRYING TOO HARD).
Where It Works Best: Upscale restaurants, cocktail bars, and any place that makes you feel like you need to dress up just to get a burger.
Brown & Beige → The “Why Does This Feel Like a Waiting Room?” Effect
Brown is tricky. It can either say warm, cozy, and inviting (think coffee shops and bakeries) or it can scream IKEA breakroom. If overused, it makes a place feel dull and outdated. Beige? Even worse—it’s the color equivalent of a yawn.
The Fix? If you’re going for earthy and warm, mix brown tones with rich woods, deep oranges, and soft lighting. Just don’t make your whole branding a sea of tan unless you’re running a doctor’s office.
White → Clean, Modern, or Just Sterile?
White space can make your brand look fresh and modern (hi, minimalist cafes), but too much white makes a place feel cold and impersonal. If your branding is giving “operating room chic,” add some warmth with natural wood, soft textures, or accent colors.
Best for: Trendy coffee shops, bakeries, and sushi spots that want that airy, Instagram-friendly look.
Print Materials: Why Your Menu Colors Matter More Than You Think
Alright, so you’ve nailed your restaurant’s color branding. Great. Now let’s talk about menus and print materials—because bad design choices here will still ruin the vibe.
✔ Contrast is key. Light text on a dark background? Hard to read. Dark text on a busy background? Even worse. Your menu should be legible at a glance—nobody should have to squint or pull out their phone flashlight to read it.
✔ Color influences spending. Research shows that red increases impulsive decisions (aka, “Sure, I’ll get dessert”). Meanwhile, blue makes people more cautious with their money. If you want customers to splurge, warm tones are the way to go.
✔ Laminated menus = cheap. Unless you’re running a diner, avoid glossy, plastic-looking menus. They scream we printed these at Staples instead of thoughtful design choices that were made here.
Need high-quality print materials that don’t look like a DIY disaster? FMC Printing can help you get professional menus, flyers, and branding materials that actually reflect your restaurant’s vibe. Because no one wants a menu that looks like it was made in Microsoft Word.
Final Thoughts → Your Color Choices Are Basically Mind Control (Use Them Wisely)
If your restaurant isn’t getting the traffic or atmosphere you want, your color choices could be part of the problem. From the logo to the menus to the walls, colors influence everything—whether people notice it or not.
So before you commit to a color scheme, ask yourself:
- Does this align with the experience I want guests to have?
- Am I accidentally making people less hungry?
- Do I look like every other restaurant, or am I standing out?
Because the last thing you want is for customers to walk in, take one look, and think: Hmm, I suddenly lost my appetite.
Need Branding Help?
If you’re realizing your color choices are tragic and need a glow-up, let’s talk. A few tweaks could be the difference between thriving business and empty tables. Let’s not let bad branding ruin good food.
