This article explores the art and psychology of colour in branding, how to create a colour palette that reflects a brand’s values, and tips for achieving a memorable, emotionally resonant identity.

Understanding Colour Psychology

Every colour carries associations that can influence mood and perception. Understanding these associations is the first step in selecting colours that align with a brand’s story. Here’s a quick overview of common colour associations:

Red: Passion, energy, excitement, urgency.

Blue: Trust, calm, stability, professionalism.

Green: Growth, health, sustainability, calmness.

Yellow: Optimism, warmth, positivity, clarity.

Purple: Luxury, creativity, wisdom, mystery.

Orange: Energy, friendliness, confidence, enthusiasm.

Black: Elegance, sophistication, power, authority.

These colour meanings aren’t universal, as cultural contexts can alter perceptions, but they provide a foundation. By strategically using colour to reflect brand values, companies can create a consistent impression that resonates deeply with their target audience.

Reflecting Brand Values Through Colour

A strong brand palette reflects its core values and mission. For instance, a brand focused on environmental responsibility might choose shades of green, browns, or earthy hues, symbolising its commitment to nature. An innovative tech brand, on the other hand, might lean towards cool tones like blue or silver to convey modernity, reliability, and professionalism.

Case Study Example: Think of The Body Shop. With a focus on sustainability and ethical sourcing, its use of greens, earth tones, and natural hues supports its eco-conscious narrative. This colour choice isn’t arbitrary; it’s intentionally aligned with the brand’s values, reinforcing its message of environmental stewardship and cruelty-free practices. Such a palette subtly reminds customers of the brand’s mission every time they interact with it.

Creating a Balanced Palette

A well-balanced colour palette usually includes a combination of primary, secondary, and accent colours. Here’s a breakdown:

Primary Colours: These are the core brand colours, the ones used most frequently and that form the foundation of the visual identity. They should be selected carefully to embody the brand’s main attributes.

Secondary Colours: These are complementary colours that add depth and flexibility to the design, often used in less prominent ways to avoid overpowering the primary colours.

Accent Colours: These are used sparingly for emphasis, such as on calls-to-action or other key design elements. Accent colours should contrast well with the primary palette to draw attention where needed.

Colour and Consistency Across Platforms

With today’s brands extending their presence across both physical and digital platforms, maintaining consistency in colour representation is essential. Colour discrepancies between website design, social media, packaging, and print can dilute the brand’s impact. Ensuring colour consistency across all platforms reinforces brand recognition and cohesion, making the brand instantly recognisable, no matter the medium.

To avoid inconsistency, brand designers should establish precise colour codes (Hex, CMYK, RGB) and use colour profiles suited to each medium. Additionally, selecting colours that work well in both dark and light modes—a rising trend—can help ensure adaptability and legibility across digital touchpoints.

Adapting Colour for Audience and Context

Knowing the target audience is key to selecting an effective brand palette. Different demographics may respond to colours in unique ways. Younger audiences might appreciate bold, vibrant colours, while older audiences might prefer more subdued, classic hues. Global brands must also consider cultural differences to avoid unintended associations. Red, for example, symbolises luck and prosperity in China but can evoke warning or danger in Western cultures.

When Airbnb rebranded in 2014, it chose a warm, friendly coral colour as a primary element. This shade was approachable and accessible, avoiding overly corporate or formal tones, and helped build a welcoming and inclusive brand. The colour choice supported Airbnb’s story of community and belonging—a conscious choice based on audience insights and brand purpose.

Keeping Up with Colour Trends

While classic colours often provide the backbone of a brand, incorporating modern trends can add relevance and freshness. Pastels, muted earth tones, and monochromatic palettes have all gained popularity, reflecting cultural movements toward minimalism, sustainability, and authenticity. However, designers should balance trends with timelessness to ensure a brand’s longevity.

It can be helpful to introduce a trending colour as an accent rather than a primary hue. This way, a brand can remain contemporary without losing its core identity or needing frequent redesigns.

Tips for Choosing a Brand Colour Palette

If you’re building a brand from scratch or rebranding, these tips can guide you in selecting an impactful palette:

Begin with Brand Values: Start by defining the brand’s mission, values, and unique qualities. Let these characteristics guide the initial colour selection to ensure an authentic representation.

Understand Your Audience: Research the target audience’s preferences, cultural nuances, and demographic characteristics. Choose colours that resonate emotionally with this group.

Test Colour Combinations: Experiment with different combinations to find a harmonious balance. Online tools like Adobe Color can help explore complementary and contrasting schemes.

Consider Accessibility: Make sure your colours are accessible, especially in digital contexts. High-contrast combinations are crucial for readability and inclusivity, ensuring all audiences can engage with the brand.

Think Long-Term: While it’s tempting to follow trends, aim for colours that have staying power. Timeless colours will help maintain brand identity over years, reducing the need for frequent redesigns.

Document and Share: Compile colour guidelines in a brand style guide. Include precise colour codes and usage tips to ensure consistency across all platforms and designers.

Final Thoughts: Colour as a Storytelling Tool

Colour is more than an aesthetic choice; it’s a form of communication that conveys emotions, values, and narratives. In a crowded marketplace, a thoughtfully chosen brand palette is a brand’s silent ambassador, helping shape perceptions and build a lasting impression. For designers and brand strategists, selecting a colour palette is a blend of science, psychology, and art—an opportunity to create a unique visual language that speaks directly to the heart of the audience.

By leveraging the power of colour to tell a brand’s story, designers can create identities that not only catch the eye but also build an emotional connection, fostering trust, loyalty, and recognition. In the end, a well-chosen palette becomes inseparable from the brand itself, creating a cohesive and compelling experience that resonates long after the first interaction.