Whether you are starting a new business or rebranding an existing one, finding colours to fit your brand’s personality is an important step in the branding process.

In most cases, the colour palette you use for your brand identity is just as important as using the right language.

Understanding colour theory is essential for the success of your brand. The colours you use affect how your brand is perceived and can provoke emotional cues from your audience.

What is colour theory?

Colour theory, also referred to as colour psychology, is the study of colour choice and its impact on emotions and behaviours. In marketing and branding specifically, colour theory revolves around consumers and their impression of a brand depending on the colours that are used.

Defining your brand identity

One of the first steps to building your brand will be determining your brand identity!

When you define your brand’s personality and narrow down what you are trying to communicate, choosing the colours that best represent your brand will come quickly.

Are you creating a brand that is playful or serious? Youthful or mature? Luxurious or affordable?

There are so many things you should ask yourself when defining your brand identity!

By determining your brand’s personality, you can better establish a colour palette that best fits what you are trying to communicate to your audience.

Using your branding colours

Consistency and repetition are key when it comes to using the brand colours you have decided on.

You’ll want to use the colours you have chosen for your logo, website and any advertisements you may make. If you are selling a product and open a storefront, it is also important to showcase your colours around the store as well.

By consistently using the same colours, you strengthen your brand identity and your audience will begin associating your brand with those colours.

Meaning of Branding Colours

Whether we like it or not, emotions are extremely powerful and can drive decision-making.  While branding, consider how your brand will be perceived and what emotions you want to provoke from your audience.

After determining your brand’s personality, choose colours that hold the same or similar emotions.

• Red – Power, passion, heat, danger, excitement, action
• Orange – Creativity, stimulation, adventure, enthusiasm
• Yellow – Positivity, clarity, happiness
• Green – Nature, money, fertility, health, energy, success
• Blue – Stability, trust, calm, relaxing
• Purple – Power, extravagance, wisdom, magic, spirituality
• White – Innocence, modesty, cleanliness, perfection
• Black – Luxury, elegance, mystery, sophistication
• Pink (of course!) – Feminine, playful, loving, charming

At the end of the day, there is no right or wrong way to pick your branding colour palette!

Personal experiences, cultural differences, age and gender can alter the effect that colours have on an individual. While it is important to keep in mind the research behind specific colours and the corresponding emotions, there is no concrete rules for choosing your brand colours.

Find something that works for you and your brand. Colour psychology is based on emotional connection to colours, so don’t forget to consider your own feelings when deciding on your brand colours.