Imagine if everything around you - your favourite brands, the products you love, even the ads you scroll past - was in black and white. Boring, right? That’s because colour is more than just a visual element; it’s a silent communicator that influences your thoughts, feelings, and decisions.

From the calming blues of tech companies to the energetic reds of food brands, colours evoke specific psychological responses that can shape how your brand is perceived.

But how do you choose the right palette for your brand?

1. Understand the Emotional Impact of Colour

Each colour carries its own emotional weight. Blue is often associated with trust and professionalism, making it a popular choice for banks and tech companies. Red, on the other hand, is bold and stimulating, often used by food and entertainment brands to spark excitement and appetite. Yellow communicates optimism and energy, while green is tied to health, nature, and sustainability.

Knowing the emotions behind each colour can help you select a palette that aligns with your brand’s personality and values.

2. Know Your Audience

Different audiences react to colour in different ways. A palette that works for a luxury brand might not resonate with a younger, more casual demographic. Think about the cultural significance of colours as well. For example, red is seen as a lucky, prosperous colour in many Asian cultures, while it can symbolise danger or warning in other parts of the world.

Researching your target audience and understanding their preferences can guide your colour choices to ensure they’re received in the intended way.

3. Create a Harmonious Palette

Once you’ve chosen your primary colour, it’s important to complement it with secondary colours that create a cohesive and visually appealing palette. This balance will give your brand flexibility across various touchpoints - from websites to packaging to social media.

A good rule of thumb is to choose one dominant colour, a secondary colour for contrast, and an accent colour to highlight key elements.

4. Keep Your Brand’s Message in Mind

The colours you choose should support your brand’s story. Are you a fun, playful brand or a sophisticated, high-end one? Your colour palette should reflect that narrative. For example, pastel tones can be calming and feminine, ideal for beauty or wellness brands, while bold, saturated colours convey confidence and energy, perfect for fashion or tech companies.

5. Test Your Palette

Once you’ve chosen your colours, put them to the test. Do they translate well across different platforms and mediums? How do they look on mobile versus print? Make sure your colour choices are adaptable and maintain their impact no matter where your brand is seen.

Choosing the right colours is a key step in creating a brand that stands out and connects with your audience. By tapping into the psychological impact of colour, you can craft a palette that enhances your brand’s message and drives emotional engagement. If you’re ready to design a brand that speaks through its colours, Formulate Creative is here to help!