Colour is one of the most powerful tools in branding. It can say a lot about a brand. It influences emotions, shapes perceptions, and can even impact purchasing decisions. Studies show that up to 90% of a consumer’s first impression of a brand is based on colour alone. Whether you want to establish trust, evoke excitement, or create a sense of luxury, the right colour choices can be hugely influential, helping reinforce your brand identity and connect with your audience.
But how do you choose the perfect colours for your brand? With so many shades and so many combinations available, selecting the right colours for your brand can feel overwhelming. In this blog, we’ll outline our step-by-step guide to choosing the perfect brand colours for your business or charity. We’ll walk you through the process of choosing brand colours that align with your brand values, that succeed in resonating with your target audience, and that will help make your brand more recognisable and memorable.
Step 1: Define Your Brand Identity
Before you start choosing your brand colours, you should spend time understanding and clarifying your brand’s personality, mission, and values. Ask yourself:
- What does my brand stand for?
- What emotions do I want my audience to feel?
- How do I want my brand to be perceived? Professional? Fun? Luxurious?
A brand’s personality is the set of human characteristics you attribute to that brand. Imagine your brand as a person—what kind of personality does it have? Is it bold and adventurous, or calm and sophisticated? The colours you choose should reflect that personality. For example, a financial services company might want to convey trust and reliability, making blue a suitable choice. A creative agency, on the other hand, should opt for more vibrant and energetic colours like orange or purple.
Step 2: Understand Colour Psychology
Colour psychology is the study of how colours shape human perceptions and behaviour. Studies suggest there is a close association between colours and certain psychological or mental states. For example, red, orange, and yellow are regarded as ‘warm,’ green and blue are ‘cold.’ Red is widely associated with aggression, blue with calmness. Colours have the ability to evoke emotions that can affect how people perceive and subconsciously view a brand.
To give you a better idea about the links between colours, emotions, and brands, here is a list of the brand colours of some well-known brands, alongside some of the key emotions they evoke:
Red – Energy, passion, urgency (Coca-Cola, YouTube)
Blue – Trust, stability, professionalism (Facebook, IBM)
Yellow – Optimism, happiness, creativity (McDonald’s, IKEA)
Green – Growth, sustainability, health (Spotify, Starbucks)
Purple – Luxury, creativity, wisdom (Cadbury, Hallmark)
Black – Elegance, sophistication, power (Chanel, Apple)
Orange – Enthusiasm, warmth, excitement (Amazon, Harley-Davidson)
If you’re a wellness brand that promotes relaxation and self-care, soft greens and blues may work better than bold reds and oranges. If you’re a luxury goods brand, using purple and black would help evoke a desirable sense of elegance, luxury, and sophistication in your target audiences.
Step 3: Research Your Industry and Competitors
While you want to stand out, you also need to be mindful of industry trends. Certain industries have dominant colours that customers associate with them:
- Finance & Technology ? Blue (trust, security)
- Food & Beverage ? Red and yellow (excitement, appetite stimulation)
- Eco-Friendly & Health ? Green (nature, well-being)
- Luxury & Fashion ? Black, gold, or deep purple (sophistication, exclusivity)
Did you know that the colour blue is found in over 75% of credit card brand logos? And that the colour red is found in over 60% of retail logos? Look at 5 competitors in your industry. What colours are they using? What emotions and associations do these colours evoke? Do you want to align with industry norms or choose something different to stand out from the competition?
Step 4: Choose a Primary Brand Colour and a Balanced Colour Palette
Your primary brand colour is the one most associated with your business. When deciding on the primary colour for your brand, ensure the colour reflects your brand’s personality and values, and that it is versatile and adaptable for different applications, like a logo, website, social media, and packaging. You should also ensure the primary brand colour will resonate with your target audience.
Once you’ve chosen your primary brand colour, you need supporting colours to create a cohesive brand identity. A well-balanced colour palette includes:
- Primary Colour – The dominant colour that defines your brand.
- Secondary Colour(s) – Complementary colours that add variety and depth.
- Accent Colour(s) – Used for highlights (e.g., call-to-action buttons, icons).
- Neutral Colour(s) – Backgrounds, text, and supporting elements (e.g., black, grey, white).
Common Colour Palette Strategies:
Choosing the right colour palette is essential for a strong brand identity. There are several strategic approaches to selecting colours that work harmoniously together while reinforcing your brand’s message.
- A monochromatic palette uses different shades of the same colour, like navy and sky blue, for a sleek, cohesive look.
- Analogous colours, such as blue, teal, and green, sit next to each other on the colour wheel, creating a harmonious feel.
- Complementary colours, like blue and orange, offer bold contrast, making designs pop.
- A triadic scheme balances vibrancy by using three evenly spaced colours, such as red, yellow, and blue.
There are tools available to help you create a colour palette that works for you. Adobe Color helps you generate colour schemes based on your primary colour. Coolors helps you explore pre-made colour palettes or create your own. Canva’s Colour Palette Generator allows you to extract colours from an image to create a custom colour scheme.
Step 5: Test Your Colours for Usability and Accessibility
Your brand colours will appear on websites, social media, business cards, and more. To ensure usability:
- Test your colours on different backgrounds and devices.
- Ensure there is enough contrast for readability.
- Follow Web Content Accessibility Guidelines (WCAG) to make your website accessible to people with visual impairments.
For example, yellow text on a white background can be difficult to read, so opt for higher contrast instead. You can use tools like WebAIM Contrast Checker to ensure your text has enough contrast to meet accessibility requirements.
Step 6: Create a Brand Style Guide
To maintain consistency, document your brand colours in a brand style guide that includes:
- Your primary, secondary, and accent colours (with HEX, RGB, and CMYK codes).
- Guidelines on how and when to use each colour.
- Colour combinations to avoid.
This ensures consistency across your website, social media, packaging, and print materials. A brand style guide is essential for maintaining consistency in how your brand colours are applied across all touchpoints. Without clear guidelines, colours may be used inconsistently, leading to a diluted brand identity and a less professional appearance.
By documenting primary, secondary, and accent colours, along with specific colour codes (HEX, RGB, CMYK), a brand style guide provides clarity for designers, marketers, and partners, helping them apply colours correctly.
Conclusion: Make Colour Work for Your Brand
Your brand colours are a powerful tool that can influence how people perceive your business. Choosing the right colours for your brand is about crafting an identity that speaks to your audience, conveys your values, and makes a lasting impression. By following the steps we’ve outlined above, you’ll be able to:
- Choose colours that reflect your brand’s identity and values.
- Stand out while staying relevant to your industry.
- Create a cohesive and visually appealing brand.
But finding the perfect brand colours isn’t always easy. It requires a deep understanding of brand identity, psychology, industry trends, and accessibility.
That’s where expert guidance can make all the difference.
If you’re looking for a strategic, well-researched approach to choosing your brand colours, or if you need a stunning, cohesive brand identity that reflects your business, Grinning Graphics can help.
Need Help Choosing Your Brand Colours and Developing Your Brand?
At Grinning Graphics, we specialize in branding, brand identity design, and web design that makes an impact. If you need help developing brand colours or a brand identity that truly resonates with your audience, get in touch today!
