The Psychology of Colour in Branding: Choosing the Right Palette for Your Business

Have you ever noticed how some brands just feel a certain way? Like how blue makes you trust a company, or how red instantly grabs your attention? That’s not a coincidence—it’s colour psychology in branding at work.

Your brand’s colour palette isn’t just about looking pretty; it’s a strategic choice that influences how people feel about your business, how they perceive your expertise, and whether they even remember you. So let’s dive into how to choose the right colours for your brand.

Why Colour Matters in Branding

Colour plays a massive role in first impressions—studies show that people make up their minds about a brand within 90 seconds, and up to 90% of that decision is based on colour alone. (No pressure, right?)

• It creates emotional connections – The right colours can make your brand feel luxurious, playful, calming, or bold.

• It builds brand recognition – Colour increases brand recognition by 80%. (Imagine McDonald’s without its signature red and yellow. Weird, right?)

• It influences decision-making – Studies show that colour can even impact buying behaviour—so yes, your brand colours could be affecting your sales.

So, how do you pick the right colours for your brand? Let’s break it down.

Understanding Color Psychology in Branding

Different colours evoke different emotions, so choosing a palette that aligns with your brand’s personality, values, and target audience is key.

Here’s a quick cheat sheet:

• Red – Passion, energy, urgency

• Orange – Creativity, enthusiasm, warmth

• Yellow – Optimism, happiness, friendliness

• Green – Growth, health, wealth

• Blue – Trust, professionalism, calm

• Purple – Luxury, creativity, royalty

• Black – Elegance, sophistication, authority

• White – Simplicity, minimalism, cleanliness

The psychology of colour varies by culture and context. For example, in Western cultures, white symbolizes purity and simplicity, while in some Eastern cultures, it represents mourning. Always consider your audience.

How to Choose the Right Colors for Your Brand

1. Define Your Brand Personality

   Your colour palette should match the energy and personality of your brand.

   • Are you bold and high-energy?

   • Do you want to feel trustworthy and professional?

   • Selling luxury or high-end services?

   • Is your brand all about calm, healing, or wellness? 

   Think of how you want your audience to feel when they interact with your brand. That emotion should guide your colour choices.

   
   

2. Consider Your Target Audience

   Your colours should attract the right people to your brand. Different colours appeal to different demographics. Ask yourself: Would my ideal client be drawn to this colour palette?

   
   

3. Look at Your Industry (But Don’t Copy It)

   Certain industries tend to lean into specific colours. While industry norms can be useful, your brand should still stand out. If everyone in your field is using the same colours, don’t be afraid to break the mould!

   
   

4. Create a Balanced Color Palette

   A well-designed brand doesn’t just rely on one colour—it uses a cohesive palette to add depth and flexibility.

   
   

   Brand Palette Formula:

   • Primary Color: Your main brand colour—this is what people will recognize you by.

   • Secondary Color: A supporting shade that complements your primary colour.

   • Accent Color: A pop of contrast to add visual interest and highlight key elements.

   • Neutral: A grounding shade (black, white, gray, beige) to balance everything out.

     
     

   For example, Starbucks isn’t just green—it pairs green with neutrals like white, brown, and black for a polished, balanced look.

Common Branding Color Mistakes (Avoid These!)

• Using too many colors. → A cluttered colour palette makes your brand look unprofessional. Stick to 5-6 max.

• Ignoring accessibility. → Make sure your colours are easy to read and work well across different devices and backgrounds.

• Forgetting about emotion. → The wrong colours can subtly push people away from your brand.

Make Your Brand Colors Work for You

Branding isn’t just about looking good—it’s about creating a lasting impact and drawing in your dream clients. So before you throw together a random colour palette, take the time to choose colours that tell the right story.

Need help curating a brand that works? Book a discovery call and let’s build something unforgettable.