How to Choose the Right Colour Palette for Your Brand.
When it comes to creating a memorable and impactful brand, one of the most important elements to consider is your colour palette.
The colours you choose for your brand are not just about aesthetics—they carry emotional and psychological weight that can influence how your audience perceives your business. In this guide, we'll delve into the psychology of colours, provide tips on how to select the best colour palette for your business, and how to evoke the kind of emotion you want your audience to feel.
The Psychology of Colours
Colours have a powerful impact on our emotions and behaviours. Here’s a breakdown of what different colours typically represent:
Red: Passion, excitement, and urgency. Ideal for brands that want to evoke strong emotions or drive action, such as sales (eg. Coca-Cola).
Blue: Trust, calm, and professionalism. Blue is commonly used by businesses in the corporate, finance, and tech sectors to instill confidence and reliability in their brand (eg. Facebook, IBM, American Express).
Yellow: Optimism, energy, and warmth. Yellow is great for brands that want to appear friendly and approachable, such as food or communications (eg. McDonalds, Optus, Snapchat).
Green: Health, growth, wellbeing and tranquility. Green is perfect for eco-friendly, organic, or health-focused brands (eg. Greenpeace, iHerb, Starbucks).
Purple: Luxury, success, courage, and wealth. Purple is often used by brands in the corporate, beauty, and high-end products sectors (eg. Thai Airways, Curves, Yahoo!).
Orange: Enthusiasm, joy, positivity and energy. Orange is a great choice for brands in the creative, food, and travel industries (eg. Fanta, Penguin Books, MasterCard).
Black: Sophistication, power, and elegance. Black is ideal for luxury, elevated brands and high-end products, especially in fashion (eg. Chanel, Loreal, Calvin Klein).
White: Simplicity, purity, and cleanliness. White is commonly used by brands that want to convey simplicity, honesty and integrity, such as tech and lifestyle brands (eg. Apple, The North Face, Adidas).
Brand Moodboards by Indeko Creative for Client Branding Projects in the Wellness and Interiors Industries / Which colour palettes do you prefer?
How to Select the Right Colour Palette for Your Brand
1. Understand Your Brand Identity
Before you start picking colours, you need to have a clear understanding of your brand identity. At a minimum, you should be asking yourself the following questions:
What are the core values of my brand?
What emotions do I want my audience to feel when they interact with my brand?
Who is my target audience?
Having a strong sense of your brand identity will guide your colour choices and ensure they align with your brand’s message. When I’m designing brand visuals for my clients, we always start with brand strategy first, which enables us to uncover all of these critical business values.
2. Consider Your Industry
Different industries often have colour trends that resonate well with their audiences. For instance:
Design and Interiors: Greens, neutrals and monochromatic colours are popular as they evoke calmness, sophistication and elegance.
Health and Wellness: Greens, blues and oranges are popular as they evoke feelings of health, joy and tranquillity.
Luxury and Beauty: Purples, pinks, blacks, and gold suggest sophistication, femininity and elegance.
3. Think About Colour Combinations
A harmonious colour palette includes primary, secondary, and accent colours that work well together. Here are a few tips for creating a balanced palette:
Use the 60-30-10 rule: 60% primary colour, 30% secondary colour, and 10% accent colour.
Consider colour theory: Choose colours that complement each other. Tools like Adobe Color can help you find complementary and analogous colour schemes.
4. Test Your Palette
Before finalising your colour palette, test it across different mediums to see how it looks in various contexts:
Digital (website, social media)
Print (business cards, brochures)
Product packaging
Ensure your colours are versatile and look great across all platforms. And remember, colours always appear different on the screen versus in print.
Real-World Example: Kelly Wearstler's Use of Colours in Branding
To see how effective colour palettes can elevate a brand, let’s look at the iconic interior designer Kelly Wearstler. Known for her bold and eclectic style, Wearstler expertly uses colours to create distinctive and memorable spaces, which is mirrored in her branding.
Bold and Vibrant Choices: Kelly Wearstler’s brand is synonymous with bold, unexpected colour combinations. Her use of vibrant hues like emerald green, deep teal, and rich gold creates a sense of luxury and excitement. These colours communicate creativity, confidence, and high-end appeal, aligning perfectly with her brand’s identity.
Sophistication and Elegance: While Wearstler often employs bold colours, she balances them with sophisticated neutrals like black, white, and grey. This combination adds a timeless elegance to her designs and branding, making her work feel both modern and classic.
Consistency Across Platforms: Whether it’s her website, social media, or textiles, Wearstler’s colour palette remains consistent, reinforcing her brand identity. This consistency helps build brand recognition and ensures that her aesthetic is instantly recognisable (and gorgeous!).
Examples of Colour Palettes for Different Businesses
Interior Design and Styling: Earthy tones like terracotta, sage green, and cream can create a calming and sophisticated feel.
Holistic Therapy and Wellbeing: Soft pastels like lavender, blush pink, and mint green evoke tranquility and care.
Creative Entrepreneurs: Bold and vibrant colours like coral, teal, and mustard can express creativity and energy.
Tips for Choosing Your Brand Colours
Start with Your Brand Personality:
Identify the adjectives that describe your brand (e.g., modern, playful, luxurious).
Choose colours that embody these characteristics.
Research Your Competitors:
Look at the colour schemes of your competitors.
Choose colours that help you stand out while still resonating with you and your industry.
Use Tools and Resources:
Utilise online tools like Adobe Color or Canva’s Color Palette Generator.
Experiment with different combinations until you find the perfect fit.
Seek Professional Guidance:
Consider working with a branding expert or designer (like me!).
A professional can help you navigate the nuances of colour psychology, remove the overwhelm of choosing your colours and ensure your palette aligns with your brand’s goals.
So, what next?
Choosing the perfect colour palette for your brand is a crucial step in building a strong and memorable identity. By understanding the psychology of colours and considering your brand’s identity, industry, and target audience, you can create a palette that truly resonates with you and your clients. Remember, your brand colours are more than just a visual choice—they’re a powerful tool for communication, emotion and connection.
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Ready to create a colour palette that resonates with your brand and ideal client?
Let's make it happen with beautiful, aligned branding that gives you the clarity and confidence to move forward on your business journey. Contact me today to get started!
K xo
