Branding colours - finding the best colour combinations for your brand

Choosing the right colours for your brand is not just about aesthetics—it's a crucial aspect of how your business is perceived by your audience. Colours can evoke emotions, convey messages, and influence consumer behaviour, making them a powerful part of your brand. For startups and small to medium-sized enterprises (SMEs) in the UK, understanding how to select the best colour combinations for your brand identity is essential for standing out in a competitive market.

Brand colour psychology

The psychology behind colours explores how different colours impact our emotions and behaviours. Research reveals that colours can trigger specific responses, making them an integral part of branding. For instance, have you ever felt calm in a blue room or energised by a red advertisement? That's colour psychology at work.

It's important to note that colour perceptions can vary across cultures, for example in the UK and many other western countries, red can mean excitement, urgency and danger, whereas in China the colour red can symbolise luck, and in India is is associated with purity. In western cultures, white is associated with purity, while it’s often linked to mourning in some Asian cultures. Understanding these nuances can help you choose colours that resonate globally or locally, depending on your target market.

1. Colours and meanings

Red

This bold colour is associated with passion, excitement, and urgency, or danger. It’s often used to grab attention and can stimulate impulse buying.

Blue

Known for its calming and trustworthy vibes, blue is a favourite in corporate branding. It exudes professionalism and reliability.

Green 

Representing health, tranquility, and nature, green is a popular choice for brands in the wellness and environmental sectors.

Yellow 

A cheerful yellow symbolises optimism and warmth but can also signal caution. It’s creates a sense of happiness and energy.

Purple

Often linked to luxury, creativity, and wisdom, purple adds a touch of sophistication and imagination.

Black

This colour stands for sophistication, power, and elegance. It’s a versatile choice for high-end brands.

White

White signifies purity, simplicity, and cleanliness, making it ideal for minimalist and health-focused brands.

2. Understanding your brand’s personality and values

Brand personality

Your brand’s personality is the set of human characteristics attributed to your brand. It helps shape how customers perceive you. Are you a playful and energetic brand, or are you more serious and authoritative? Identifying these traits is the first step in aligning your colour choices with your brand’s identity.

Brand values

Brand values are the core principles that guide your business. They define what your brand stands for. Are you committed to sustainability? Do you prioritise innovation? Your colours should reflect these values. For instance, if sustainability is a core value, incorporating greens and earthy tones can reinforce your message, or taking Apple as an example, they prioritise design, style, status, and sleek technology, their brand colours reflect this with white, black, and greys/silvers. 

3. Analysing your target audience

Demographics and psychographics

Understanding your target audience can be more important when choosing brand colours than people may think. As previously mentioned, it is important to be aware of cultural differences, different demographics respond to colours in unique ways. Younger audiences might prefer vibrant and bold colours, while an older demographic might lean towards more subdued tones. Psychographics, which include lifestyle, values, and interests, also play a significant role in colour perception. 

Market research techniques

Use surveys, focus groups, and competitor analysis to gather insights into your audience’s colour preferences. Social media platforms and online tools like Google Trends can also provide valuable data on what colours resonate with your potential customers.

Colour theory and harmonies

Basics of colour theory

A basic understanding of colour theory can significantly aid in creating a cohesive brand palette. The colour wheel, a fundamental tool in colour theory, helps you understand relationships between colours.

Colour harmonies

1. Complementary colours

These are opposite each other on the colour wheel and create high contrast, making designs stand out.

2. Analogous colours

These are next to each other on the colour wheel and offer a harmonious look.

3. Triadic colours

These are evenly spaced around the colour wheel, providing a balanced yet vibrant palette.

4. Monochromatic colours

These involve different shades, tints, and tones of a single colour, offering a clean and cohesive look.

How to choose brand colours - practical steps

1. Identify your brand’s core values and personality

Reflect on what your brand stands for and its personality traits.

2. Research your target audience’s preferences

Use the insights gathered from market research to guide your choices.

3. Analyse competitors and market trends

Look at what colours are commonly used in your industry and find a way to stand out.

4. Create a mood board or colour palette samples

Collect images, colours, and designs that inspire you and align with your brand.

5. Test colour combinations with mockups and prototypes

Create mockups of your logo, website, and other materials to see how your colours work together.

Colour wheel tools

Use online colour palette generators like Adobe Colour to experiment with different combinations. 

Brand examples

Successful brand colour choices

Consider brands like Coca-Cola and Facebook. Coca-Cola’s iconic red evokes excitement and passion, perfectly aligning with its brand identity. Facebook’s blue instills trust and reliability, essential for a social media platform where personal data is shared.

Testing and implementation

Before finalising your brand colours, conduct A/B testing to see how different colour schemes perform. Collect feedback from potential customers to ensure your colours evoke the desired response.

Consistent implementation

Once you’ve chosen your colours, maintain consistency across all brand materials, including your logo, website, packaging, and marketing collateral. Creating a brand style guide can help ensure uniformity in colour usage.

Adapting and evolving your brand colours

When to rebrand

Consider updating your brand colours if they no longer reflect your values or resonate with your audience. Signs that it’s time for a change include outdated aesthetics or a shift in market positioning.

Evolution vs. Revolution

Decide whether you need a complete overhaul or a gradual update. A subtle evolution can modernise your brand without alienating existing customers, while a complete rebrand can signify a major shift in your business strategy.

Keeping up with trends

Stay current with design trends to ensure your brand remains relevant. However, balance trendiness with timeless appeal to avoid frequent rebranding.

Conclusion

Choosing the right colours for your brand identity involves understanding colour psychology, aligning with your brand’s personality and values, knowing your audience, and applying colour theory. By following a strategic process and testing your choices, you can create a powerful and cohesive brand identity that resonates with your audience.

Ready to start? Get in touch and we can build a winning brand with you that reflects your business and resonates with your audience. Experiment with colours, gather feedback, and watch how the right palette can elevate your brand.