Colour Your Brand: Choosing a Palette That Speaks to Your Audience
What’s the first thing that comes to mind when you think of a brand? Chances are, it’s the colours. Coca-Cola red. Tiffany blue. McDonald’s yellow.
That’s the power of colour. It’s emotional, immediate, and unforgettable. But if you’re building or refreshing your brand, how do you pick colours that feel true to you and connect with your audience too?
In this guide, we’re diving into colour psychology for branding, how different colours shape perception, and how to create a brand palette that feels cohesive, expressive, and beautifully you.
And yes, there’s a free worksheet to help you choose your brand colours with confidence!
The Psychology of Colour in Branding
In branding, colour influences how people feel about your business before they’ve even read a single word. Research shows that up to 90% of first impressions are based on colour alone. It’s that powerful.
How Different Colours Impact Emotions
Each colour sends a signal. Here's what they often suggest:
Red: Think energy, passion, excitement. Red grabs attention and conveys urgency.
Blue: Calm, trust, and reliability. A favourite in finance, healthcare, and tech.
Yellow: Sunshine in a colour—warmth, optimism, and joy. Perfect for playful brands.
Green: Growth, health, and nature. Eco-friendly and wellness brands love it.
Purple: Creativity, luxury, and sophistication. Great for imaginative and high-end vibes.
Orange: Friendliness, enthusiasm, and vitality. Brimming with energy and fun.
Black & White: Timeless elegance and simplicity. Perfect for classic, high-end brands.
Pro tip: Use these meanings to guide how you want people to feel when they interact with your brand.
Cosy Fox Colour Choices (Case Study Style)
Take Cosy Fox as an example. We wanted a brand that felt inviting and playful but still polished. So we chose:
A soft peachy-orange to feel cheerful, without being too loud
A calming mint green for balance
A few grounding neutrals to tie everything together
The result? A palette that says “creative and friendly” while still feeling design-led and intentional.
Cultural Colour Meanings
Keep in mind that colour doesn’t mean the same thing everywhere.
In Western cultures, white often symbolises purity. But in some Eastern cultures, it’s linked with mourning.
Red is considered lucky in China, but in other places it might suggest danger or urgency.
If your brand speaks to a global or multicultural audience, it’s worth researching how colours are perceived in different regions.
How to Choose Your Brand Colour Palette (Step-by-Step)
Here’s how to go from “I like blue” to a cohesive colour scheme that fits your brand personality and appeals to your audience.
1. Start with Brand Personality
Ask: What do I want people to feel when they see my brand? Is your brand more bold or calm? Whimsical or refined?
Let your values lead the way. (Example: A calm, wellness brand might lean towards soft greens and neutrals.)
2. Understand Your Audience
Think about who you're designing for:
What colours are familiar in your industry?
What will make you stand out without confusing people?
What emotional response do you want to spark?
Example: Gen Z audiences often favour high-contrast palettes or unexpected colour combos, while more traditional demographics may prefer calming, classic tones.
3. Pick a Primary Colour
This will be your brand’s anchor. Choose one strong colour that reflects your tone and will show up most often across your materials.
Example: A bold coral might lead a creative brand, while a deep navy suits a consultancy.
4. Build a Supporting Palette
Add:
Secondary colours for depth and flexibility
Accent colours for buttons, links, highlights
Neutral tones to balance it all out
Use tools like Coolors or Adobe Color to test different combinations and ensure harmony.
5. Test for Contrast and Accessibility
A beautiful palette means nothing if people can’t read your content. Run your colours through a contrast checker to make sure text is legible, and avoid combos that could be hard to see for colour-blind users.
Finding the Balance: Playful and Professional
You don’t have to choose one or the other. With a few tweaks, you can have both.
1. Use Softer Versions of Bold Colours
Bright can be fun, but soft tones feel friendlier and easier on the eye.
Example: Neon orange becomes warm peach. Hot pink becomes blush.
2. Ground with Neutrals
Mix in whites, greys, or soft browns to give your design room to breathe.
3. Use Colour Psychology to Reinforce Professionalism
Anchor your palette with colours that inspire trust, like blues or greens, and use playful accents to add warmth and creativity.
4. Be Strategic with Placement
Let the playful colours shine in your social media, product packaging, or creative assets. Keep the serious stuff (contracts, reports) calm and neutral.
Brands That Get It Right
Mailchimp – A bold yellow paired with black and quirky illustrations
Spotify – That iconic green, elevated with vibrant campaign colours
Airbnb – Warm coral with soft neutrals for an inviting, trustworthy feel
Dropbox – Bright accents + simple layouts = playful but focused
Colour Palette Tools We Love
Adobe Color: Build colour harmonies and explore trends
Coolors: Instantly generate and adjust palettes
Canva: Browse ready-made palettes and apply them to designs
Dribbble & Behance: Find real-world branding inspiration from creatives around the globe
Download the Free Colour Palette Worksheet
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Final Thoughts
By understanding the psychology of colour, defining your brand personality, and blending playful with professional, you can create something truly special.
Take your time to experiment and refine until it feels just right. When done thoughtfully, your colours won’t just look great. They’ll leave a lasting impression that your audience recognises, trusts, and loves. So grab your swatches and let’s get colouring!
Before You Pick Your Palette, Run Through This Quick Checklist
I know how I want people to feel when they see my brand
I’ve chosen one strong primary colour to lead my palette
My accent colours support, not overpower
My colour combos pass contrast tests for readability
I’ve tested how my palette looks on both light and dark backgrounds
My palette feels like me, not just “on trend”
