Colour Psychology in Branding: Everything You Need to Know
Colour is one of the most powerful tools in branding, often evoking emotional responses that influence consumer perceptions and decisions. This guide covers the psychology behind colour in branding and how to choose the right colours to make your brand resonate with your target audience.
CONTENTS:
Section 1: The Role of Colour in Branding
Colour is a core aspect of a brand’s identity. Studies show that 62-90% of snap judgments about products can be based on colour alone. From evoking emotions to communicating messages instantly, colours hold unique roles in the way audiences interpret brands.
Section 2: Colour meanings and real world brand examples
Orange - Creativity, Energy, and Playfulness
Example: Fanta
Orange brings out playfulness and energy, perfect for a brand like Fanta. The vibrant, bold colour aligns with Fanta’s fun and youthful appeal, especially attractive to younger consumers who view the brand as exciting and lighthearted.
Red - Passion, Urgency, and Excitement
Example: Virgin
Virgin uses red to create excitement and energy around its brand, which spans from airlines to music. Red fosters a sense of passion and boldness, resonating with Virgin’s adventurous and innovative spirit across industries.
Yellow - Optimism, Happiness, and Warmth
Example: IKEA
IKEA’s yellow evokes a sense of optimism and approachability, which aligns with its vision of creating a welcoming shopping experience. Yellow is also associated with happiness, making IKEA's stores feel accessible and family-friendly.
Green - Health, Growth, and Eco-Friendliness
Example: Whole Foods
Whole Foods' green branding symbolizes health and sustainability, reinforcing its focus on organic and natural products. The colour green represents growth and aligns with eco-friendly values, appealing to health-conscious consumers.
Blue - Trust, Stability, and Professionalism
Example: Barclays Bank
Blue is widely used in finance and technology to convey dependability and security. Barclays Bank uses blue to suggest stability and professionalism, helping clients feel secure in their financial dealings.
Purple - Luxury, Mystery, and Creativity
Example: Cadbury
Cadbury’s purple conveys luxury and exclusivity, positioning the chocolate as a premium product. Purple often signals creativity and opulence, a fitting choice for a brand that wants to appear indulgent and high-quality.
Black - Sophistication, Power, and Elegance
Example: Chanel
Chanel’s use of black exudes sophistication, timeless elegance, and power, which perfectly suits its luxury clientele. Black’s association with exclusivity strengthens Chanel’s appeal as an elite fashion brand.
White - Simplicity, Purity, and Minimalism
Example: Apple
Apple’s white branding signifies purity and simplicity, emphasizing a clean, user-centric design. The minimalistic use of white conveys clarity and ease, aligning with Apple’s focus on intuitive and innovative products.
Gray - Neutrality, Balance, and Modernity
Example: Mercedes-Benz
Mercedes-Benz’s gray branding conveys neutrality, precision, and sophistication, aligning with its identity as a luxury automotive brand. Gray suggests a balanced and understated elegance, well-suited to an industry where refinement is key.
Pink - Youthfulness, Compassion, and Playfulness
Example: Barbie
Barbie’s pink branding conveys warmth and youthfulness, creating an inviting feel for its young target audience. Pink is often associated with femininity and play, aligning with Barbie’s goal to inspire and connect with young girls.
Brown - Reliability, Comfort, and Earthiness
Example: UPS
UPS’s brown reflects reliability and groundedness, reinforcing its dependable service. Brown suggests an earthy, trustworthy image, which is ideal for a delivery service committed to consistency and professionalism.
Section 3: Building Colour Combinations and Harmonies
In branding, effective colour combinations capture attention, create mood, and communicate a brand’s personality. Harmonious colour schemes, often based on colour theory principles, can help brands achieve these effects consistently. Below are some key types of colour harmonies and examples of their application:
1. Monochromatic Combinations
A monochromatic scheme uses varying shades, tints, and tones of a single colour, providing a clean, cohesive look. It can create depth without overwhelming the viewer. Example: Shades of blue used by Twitter to convey a calming, unified brand image.
A smooth gradient of reds, from soft pink to deep burgundy, representing the intensity and versatility of the color red within a monochromatic theme.
A spectrum from pale apricot to dark tangerine, illustrating the warm, lively feel of orange shades and how they create cohesion.
From lavender to dark plum, a gradient that evokes sophistication and depth with varying intensities of purple.
A smooth gradient of reds, from soft pink to deep burgundy, representing the intensity and versatility of the color red within a monochromatic theme.
2. Analogous Combinations
A monochromatic scheme uses varying shades, tints, and tones of a single colour, providing a clean, cohesive look. It can create depth without overwhelming the viewer. Example: Shades of blue used by Twitter to convey a calming, unified brand image.
A cohesive mix of red, red-orange, and soft pink, creating a warm palette with subtle variations that exudes warmth and approachability.
An earthy blend of amber, peach, and soft terracotta, showing the harmony between similar warm tones and creating an inviting feeling.
A palette of plum, magenta, and lilac, creating a luxurious and harmonious look with soft, romantic undertones.
A cohesive mix of red, red-orange, and soft pink, creating a warm palette with subtle variations that exudes warmth and approachability.
3. Complementary Colours
Complementary colours are opposite each other on the colour wheel (e.g., blue and orange). This contrast creates a dynamic, high-energy look. Example: Fanta uses orange and blue to highlight its energetic and youthful image.
The pairing of red and green creates a timeless contrast that is bold and eye-catching. While red evokes energy, passion, and urgency, green brings a sense of balance, nature, and tranquility. This combination works well for brands that want to appear both dynamic and reliable, offering a strong visual impact while maintaining a grounded, balanced feel.
Bright yellow and deep purple create a high-energy, visually striking contrast. This pairing is playful yet balanced, ideal for dynamic, creative visuals.
Green and purple are complementary colours that merge the vibrancy of life with a touch of sophistication and creativity. Green, symbolizing growth and health, pairs well with purple's associations with creativity, luxury, and wisdom. This scheme can suit brands in the wellness and creativity sectors, merging a sense of rejuvenation with an elegant, refined touch. It’s ideal for brands that focus on beauty, creative industries, or products that emphasize balance and holistic wellness.
The pairing of red and green creates a timeless contrast that is bold and eye-catching. While red evokes energy, passion, and urgency, green brings a sense of balance, nature, and tranquility. This combination works well for brands that want to appear both dynamic and reliable, offering a strong visual impact while maintaining a grounded, balanced feel.
4. Triadic Colour Scheme
A triadic scheme involves three evenly spaced colours on the wheel, providing vibrant contrast while maintaining balance. Example: Burger King uses red, yellow, and blue to create a playful, inviting feel.
A classic triadic scheme showcasing red, blue, and yellow squares, providing a vibrant yet balanced aesthetic. The primary colours together suggest stability and harmony, suited to both playful and traditional branding.
A vibrant logo design that uses orange as a focal point against a balanced green and purple background. The orange element (perhaps a circular icon) stands out sharply, symbolizing energy and creativity, while the green and purple offer a balanced contrast, creating a sense of innovation and confidence.
A deep, luxurious purple background with yellow text or icons to create contrast, accented by light teal highlights and a dark green border for depth. The purple conveys elegance, yellow adds warmth, and teal and green bring a sense of harmony and freshness.
A classic triadic scheme showcasing red, blue, and yellow squares, providing a vibrant yet balanced aesthetic. The primary colours together suggest stability and harmony, suited to both playful and traditional branding.
5. Split-Complementary Colours
This scheme uses a base colour and the two colours adjacent to its complementary colour. It’s visually appealing but less jarring than true complementary colours. Example: Pepsi combines red with split-complementary blue and white for a bold, refreshing feel.
A striking red element (e.g., button, logo) on a background of green tones with deep brown accents. Red brings energy, green provides freshness, and dark brown grounds the design, giving it an earthy, stable feel.
Bright orange icons or headers stand out on a calming teal and dark blue background, offering a harmonious balance of warmth and coolness. Orange energizes, teal soothes, and dark blue adds depth and trustworthiness.
Purple and green create a fresh, creative vibe with pale yellow as a soft accent, lending warmth and balance to the overall composition.
A striking red element (e.g., button, logo) on a background of green tones with deep brown accents. Red brings energy, green provides freshness, and dark brown grounds the design, giving it an earthy, stable feel.
Section 4: Designing for Accessibility in Colour Choices
Creating accessible designs is essential for ensuring that all users, including those with visual, auditory, cognitive, or motor impairments, can interact effectively with your brand. Below are key principles and best practices to enhance accessibility in colour and design:
Colour Contrast
High colour contrast improves legibility and is vital for users with visual impairments. The recommended contrast ratio is at least 4.5:1 for normal text and 3:1 for larger text (18pt or 14pt bold). Tools like WebAIM’s Contrast Checker (https://webaim.org/resources/contrastchecker/) help evaluate colour combinations for accessibility.
Avoid Colour-Only Cues
For people with colour blindness, relying on colour alone to convey information can be ineffective. Instead, use text labels, patterns, and icons alongside colours. For example, in buttons or warnings, combine colour cues with labels or symbols (e.g., a stop icon alongside red for 'alert').
Accessible Typography
Font size, spacing, and style significantly impact readability. Opt for clear, legible fonts, avoid decorative fonts for body text, and use generous line spacing (1.5x or greater). Also, consider using scalable fonts that allow users to resize text without losing quality.
Design for Screen Readers
Many visually impaired users rely on screen readers. Ensure that all images have alt text describing their purpose or content, and avoid text embedded within images unless it’s also provided in the HTML.
Accessible Colour Palettes
Offer customisable themes or provide high-contrast and grayscale versions of your interface to accommodate various visual needs. Adobe Color's Accessibility Tools (https://color.adobe.com/create/color-accessibility) can guide you in creating colour palettes that meet accessibility standards.
Tools and Tips for Choosing Brand Colours
Selecting the right colours for a brand goes beyond aesthetics—it’s about forging an emotional connection with an audience, defining brand identity, and ensuring accessibility. Here’s a complete guide on how to choose brand colours effectively, with practical tools, tips, and key principles to make the most impactful colour choices.
Understanding Colour Theory and Psychology
Colour Theory Basics: Colour theory involves understanding how colours interact. Familiarise yourself with primary, secondary, and tertiary colours, and explore combinations like monochromatic, analogous, complementary, split-complementary, triadic, and tetradic colour schemes. Adobe’s Colour Wheel (https://color.adobe.com) is an excellent tool to explore these combinations visually.
Psychological Impact of Colours: Each colour conveys specific emotions and associations. Red, for example, is associated with passion and urgency, whereas green often represents growth, health, or nature. Consider these psychological aspects to align with your brand's message.
Defining Your Brand’s Personality
Identify Brand Traits: Is the brand bold, calm, innovative, or sophisticated? This will guide colour choices that resonate with the desired traits.
Audience Expectations: For example, a tech brand may lean towards cool tones like blues and greys for a modern look, while a beauty brand might use pastels for a softer, inviting feel.
Tools for Colour Inspiration and Selection
Adobe Color (https://color.adobe.com): A versatile tool for exploring harmonies, creating colour palettes, and generating accessible colour combinations.
Coolors (https://coolors.co): This tool allows for quick palette generation and helps find palettes by locking in colours or searching trending palettes.
Canva Color Palette Generator (https://www.canva.com): Upload an image, and Canva’s tool will pull a palette based on the colours in the image. Ideal for finding inspiration in specific visuals.
Paletton (https://paletton.com): Great for generating palettes and viewing colours in real-time harmony options.
Tips for Choosing Effective Brand Colours
Start with One Primary Colour: Establish a dominant colour that will define the brand. This primary colour should align closely with the brand’s core message and appeal.
Select Supporting and Accent Colours: Choose 1-2 secondary colours to complement the primary. For accents, use 1-2 additional colours sparingly for contrast or highlighting specific design elements.
Consider Neutral Shades: Add whites, greys, or blacks to balance out bolder colours and ensure your palette isn’t overwhelming.
Ensure Colour Accessibility: Use accessible combinations that maintain readability for everyone. Test colour contrast ratios to ensure text legibility and avoid combinations like red-green or blue-yellow for colourblind accessibility (WebAIM Colour Contrast Checker: https://webaim.org/resources/contrastchecker/).
Testing and Adapting Colour Choices
Create Mockups: Tools like Adobe XD, Figma, or Canva allow you to test how colours look in real design contexts, such as on web pages, social media, and packaging.
Seek Audience Feedback: Run small surveys or focus groups to see how the colours resonate with your target audience. Direct feedback can confirm or adjust initial colour choices.
Integrating Colours Across Brand Assets
Consistency is Key: Implement the brand colours consistently across all media—website, packaging, social media, and print—to create a cohesive brand identity.
Adaptive Use: Consider how colours may look on different screens or materials and adjust as needed. For example, digital shades may appear slightly different in print, so it’s important to specify Pantone or CMYK values for accuracy.
Additional tips and tricks
- Use Colours Sparingly: Stick to a 60-30-10 rule—60% primary, 30% secondary, and 10% accent. This balance prevents an overwhelming design.
- Consider Context and Culture: Colour meanings vary across cultures. For instance, white often symbolizes purity in Western cultures but can represent mourning in others. Research your audience’s cultural perceptions.
- Limit to a Maximum of Four Colours: For clarity and cohesion, avoid using more than four main colours. Too many colours can dilute brand identity.
- Think Beyond the Logo: Colour needs to work across all mediums (digital, print, merchandise). Ensure colours translate well across platforms by checking digital and printed versions.
- Go Monochromatic for Minimalism: If a minimalistic brand style is your goal, a monochromatic colour scheme in different shades can convey elegance and simplicity.
- Use Temperature to Influence Emotion: Warm tones like reds and oranges are energizing, while cool tones like blues and greens evoke calm. Choose a temperature that aligns with your brand’s vibe.
- Test Accessibility with Grayscale: Convert your designs to grayscale to check if they remain visually distinct. This approach helps ensure that colours convey meaning even for those with colour vision deficiencies.
- Leverage Shades for Depth: Use lighter tints for highlights and darker shades for depth, adding dimensionality without introducing additional colours.
- Take Inspiration from Nature: Nature’s colour palettes are harmonious by design. Landscapes, flowers, and even wildlife can offer naturally balanced palettes.
- Evoke Trust with Blue: Blue is a universally popular choice for trust and reliability. Ideal for finance, healthcare, and tech, blue appeals to a broad audience and works well for brands focused on stability.
- Avoid Fading Effects for Accessibility: Using faded or pastel colours for critical information can reduce readability, especially for users with visual impairments.
- Adjust for Target Demographics: Certain colours appeal to different age groups—bold colours often attract younger audiences, while subdued hues appeal to older demographics.
- Plan for Seasonal Colour Variations: Retail brands often adjust colour schemes for seasonal appeal. Consider subtle adjustments for holiday or seasonal campaigns to stay fresh.
- Check Competitor Colour Schemes: A distinct colour helps brands stand out. Look at competitors’ colours and choose ones that visually differentiate your brand within the industry
Conclusion: The Subtle Power of Colour in Your Brand Identity
Colour does more than catch the eye—it shapes perception, builds familiarity, and can even guide decision-making. By choosing the right colours, brands connect emotionally with their audience, creating a visual experience that resonates.
But colours are just one part of the visual equation. Fonts carry their own personality and influence, too. Wondering how to match the perfect typeface to your brand's identity? Keep posted on our upcoming blog to discover the art of font selection and how typography can enhance your brand’s voice.