How to choose brand colours
Colours shape the first impression of your brand. Here is how to choose the right palette based on sector, audience, legibility and where it will be used.
Why does colour matter so much?
Colour is one of the fastest noticed parts of a brand. It is perceived before a logo is read. Used consistently, a colour becomes linked with the brand and raises recognition. However, the choice should not be left to personal taste alone.
Start with brand character
First write how the brand should feel. Colour associations vary with culture and context, but these examples can guide you:
- Navy and blue: Trust and a corporate stance.
- Red: Energy, attention and passion.
- Green: Nature, health and growth.
- Yellow and orange: Liveliness and warmth.
- Black and dark tones: Elegance and strength.
These meanings are not fixed rules. The right choice should be judged with your brand story and audience.
Look at competitors
Put the colours of companies in your sector on one page. If everyone uses the same colour, a different one can help you stand out. Moving completely away from sector habits can reduce trust, though. The goal is to be recognisable yet understandable.
Build a colour system
One colour is not enough. A balanced palette includes:
- Primary colour: The most recognised colour of the brand.
- Secondary colours: Provide variety and support.
- Accent colour: For buttons and important areas.
- Neutral tones: For text and backgrounds.
Too many colours scatter the brand. Using a few with discipline gives a stronger result.
Test legibility
Looking good on screen is not enough. There should be enough contrast between text and background. Low contrast makes reading harder and creates accessibility problems. For users with colour blindness, do not rely on colour alone to convey information.
Remember print and screen differences
The same colour can look different on screen and in print, so set codes separately: HEX and RGB for screens, CMYK for print, and Pantone if needed. Before deciding, try the colour on business card, website and social media examples.
Frequently asked questions
How many brand colours should I use?
One main colour, one or two supporting colours and neutrals suit most brands.
Can I use the same colour as a competitor?
You can, but standing out gets harder. Create difference with tone and supporting colours.
Can a brand colour be changed?
Yes, but it needs planning because every application must be updated.
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