• Justina M

Your Brand's Colours Matter. Here's How to Choose Them

So you need to choose the colours for your brand? It's an important decision. One that can be difficult to make without letting yourself pick a set of colours that just look nice at the time, or go for your favourites or follow colours trends even if it’s not representative of your brand.⁠

Of course, you should choose the colours you love, however, you need to consider more than what you like and don’t like. The choices are endless and might be overwhelming but colour plays an important role in how your brand is perceived.⁠

There are natural — or universal — associations evoked by colours that are common to all of us: for example, Red is hot and full of fire, blue is cool and watery — or intangible like the sky.⁠

Colour palettes:⁠

  • Neutrals – minimal, serious, classy, simple⠀⠀⠀⠀⠀⠀⠀⠀⠀⁠

  • Jewel tones – elegant, rich, daring⠀⠀⠀⠀⠀⠀⠀⠀⠀⁠

  • Pastels – soft, feminine, childish⠀⠀⠀⠀⠀⠀⠀⠀⠀⁠

  • Dark tones – moody, serious, sophisticated⠀⠀⠀⠀⠀⠀⠀⠀⠀⁠



  • Red — Red stands for passion, excitement and anger.⁠

  • Orange — Orange stands for playfulness, vitality and friendliness. ⁠

  • Yellow — Yellow evokes happiness, youth and optimism, but can also seem attention-grabbing or affordable.⁠

  • Green — Green evokes stability, prosperity, growth and a connection to nature.⁠

  • Light Blue — A light shade of blue exudes tranquillity, trust, openness. It can also signify innocence.⁠

  • Dark Blue — Dark blue stands for professionalism, security and formality. It is mature and trustworthy.⁠

  • Purple — Purple can signify royalty, creativity and luxury.⁠

  • Pink — Pink stands for femininity, youth and innocence. ⁠

  • Brown — Brown creates a rugged, earthy, old-fashioned look or mood.⁠

  • White — White evokes cleanliness, virtue, health or simplicity. ⁠

  • Gray — Gray stands for neutrality. It can look subdued, classic, serious, mysterious or mature.⁠

  • Black — Black evokes a powerful, sophisticated, edgy, luxurious and modern feeling.⁠

Now, how do you go about choosing what is right for your brand? ⁠

✔️ Determine your brand's personality first. What do you want it to communicate? Strength, playfulness, trust?... Is your brand more classic or modern, fun or serious?...⁠

✔️ Define your dream audience. Who is your ideal customer/follower? What brands they follow and what colours are chosen by those brands? Do you want your brand to look alike or stand out?⁠

✔️ How you want your customers to feel when they see your brand?⁠

Choose three or four colours, a base, neutral and accent.⁠

The base colour is the most important as it should reflect your brand personality’s most dominant trait as well as appeal to your dream (or target) audience. ⁠

Next, pick out your accent colour or colours. It should go along well with your base colour but also match your brand's personality trait and appeal to your audience. ⁠

Last, choose your neutral. In most cases, it mostly serves as a background, shouldn't grab the attention and allows the rest of the brand colours to stand out.⁠

From your product's label to your social media accounts, how your branding colours will combine will come up again and again in many different aspects of your business. It's important to choose them carefully.

Choosing your brand colours can be overwhelming. Branding specialists can help guide you in this process.


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