When it comes to branding, few elements are as instantly powerful—or as often underestimated—as colour. The colours you choose for your brand can evoke emotions, shape perceptions, and even influence buying decisions. Whether you’re launching a startup or refreshing your visual identity, understanding how colour impacts branding is key to building a strong, memorable presence.
In this post, we’ll explore the psychology behind colour in branding, how successful brands use it, and the best practices you should follow to ensure your colours work for you—not against you.
1. The Psychology of Colour in Branding
Colours evoke specific emotions and associations, often subconsciously. Here’s a breakdown of some common colours and the emotions they typically convey:
- Red: Passion, urgency, excitement, danger
Used by: Coca-Cola, YouTube, Target - Blue: Trust, reliability, calmness
Used by: Facebook, IBM, PayPal - Green: Growth, health, tranquility, eco-friendliness
Used by: Whole Foods, Spotify, Starbucks - Yellow: Optimism, warmth, attention
Used by: McDonald’s, IKEA, Snapchat - Black: Sophistication, luxury, authority
Used by: Chanel, Nike, Apple (in some campaigns) - Purple: Creativity, royalty, mystery
Used by: Cadbury, Hallmark, Twitch - Orange: Energy, playfulness, enthusiasm
Used by: Fanta, Amazon, Harley-Davidson
While these associations are helpful guidelines, context and culture matter too. For example, white is associated with purity in Western cultures but may signify mourning in others.
2. How Brands Strategically Use Colour
Colour is rarely chosen arbitrarily in branding. Instead, it aligns with brand identity, target audience, and the message a company wants to communicate. Here are a few examples:
- Coca-Cola uses red to energize and create a sense of excitement, reinforcing its image as a fun, vibrant brand.
- Tiffany & Co. uses its signature robin’s egg blue to evoke elegance, exclusivity, and timelessness.
- Slack integrates multiple colours in its logo to emphasize collaboration, diversity, and creativity.
The takeaway? Colour is a strategic decision that should align with the personality of your brand.
3. Best Practices for Using Colour in Branding
Here’s how to make colour work effectively in your branding:
a. Know Your Brand Personality
Identify your brand’s core traits—are you bold and rebellious, or calm and trustworthy? Choose colours that align with that tone.
b. Research Your Audience
Different demographics respond to colours in different ways. A youthful audience might appreciate bold, vibrant palettes, while older professionals may prefer subdued, classic tones.
c. Consider Cultural Context
If you operate globally, be aware of how colours are perceived in different cultures. What’s positive in one place might carry a negative connotation elsewhere.
d. Stick to a Cohesive Palette
Create a primary and secondary colour palette that works well together and maintains consistency across all platforms—websites, packaging, social media, etc.
e. Use Contrast Wisely
High-contrast combinations (like black and yellow or blue and white) can enhance readability and grab attention. This is especially important for calls to action and digital design.
f. Test and Tweak
Conduct A/B testing for marketing materials or landing pages to see how different colour choices affect user behavior. Even small tweaks can lead to noticeable improvements.
g. Build a Style Guide
Document your brand’s colour codes (RGB, HEX, CMYK) and usage rules. This ensures consistent implementation across teams and mediums.
4. Tools to Help You Choose Colours
- Coolors – Generates cohesive palettes
- Adobe Color – Explore themes and harmony rules
- Canva Color Wheel – Great for beginners exploring complementary and analogous colours
- Colormind – Uses AI to generate design-friendly palettes
Colour is more than just a design choice—it’s a communication tool. The right colours can enhance brand recognition, foster emotional connections, and even drive conversions. By understanding colour psychology and applying these best practices, you can create a brand identity that not only stands out—but resonates.
Remember: colour may be the first impression you make on your audience. Make it count.
