Picking the right brand colour palette is not just about choosing colours that look good to you or work well together. Your brand colours should represent your company as a whole.
Like a logo, your audience can learn about your brand personality, aesthetic, and industry from your brand colour palette!
Colours are quick to convey important information. Their strong and immediate impact make colour palettes a crucial component of any business’s branding efforts. Are you thinking of updating your logo? Check out our blog here
What are brand colours?
Brand colours are a palette of around five colours that represent a certain company. A consistent and strategic application of these colours can increase brand awareness and recognisability.
Some of the main applications of brand colour palette include: a company’s logo, website colour scheme, social media channels, business card design, livery, signage, promotional clothing, packaging and print & digital ads – the list is endless. For businesses operating as brick-and-mortar, the brand colours can also apply to the design of the shop, staff uniforms, product packaging, carrier bag design and more.
Colour psychology is the study of how colours affect perceptions and behaviours. From colour meanings and symbolism to their impact on consumers. In a way, there’s a story behind every colour, and that story is what can shape the mood and perception of your customers.
The popular brand examples below have done an incredible job building a brand that is recognisable by colour alone. With a better understanding of colour and research into the brand image you want to convey, you can also develop a colour palette that is easily recognizable and loved.
Red as part of your brand colour palette
Red is associated with danger, excitement, and energy, which can lead to impulsive behavior. Coke’s recognizable red came about for practical reasons. At that time, alcohol was taxed, but soft drinks were not. It turned out to be a good move, though, since we now know red can be a trigger for impulse buys.
Starbucks’ brand colours are based on a family of greens, combined with four neutral colours. Their primary colour is that of the Siren logo – an iconic shade referred to as “Starbucks Green.”
Tech companies most commonly go for blue, which symbolises trust, intelligence, and efficiency.
Purple as one of your brand colours
Purple represents royalty and majesty. It is often associated with spirituality and mystery. For example, rumour has it Cadbury’s regal purple, aka Pantone 2865c, was chosen as a tribute to Queen Victoria.
Yellow conveys optimism. Associations of with playfulness and happiness are relevant for yellow. Moreover, it is a colour that is easiest to spot from a distance at night. It’s no surprise that McDonald’s made a strategic choice with its yellow arches. McDonald’s also uses red, a stimulating colour that increases the heart rate, and as a result, the consumer’s appetite.
Use these associations to your advantage by picking brand colours that connect your company with a particular mood or feeling.
For example, say your brand has a fun, joyful energy, like a fitness company or snack brand. Warm colours like orange and yellow could work well. If your brand experience is calmer and more peaceful, such as a wellness company or loungewear brand, cooler colours like green or blue may work better.
Remember: your colours are a part of your company’s visual identity. If you want your audience to associate your brand with your brand colours (like Ikea or Starbucks), then you should use your colours anywhere your brand ‘shows up’ – online or in real life.
Create guidelines for your brand colour palette and update and refine them regularly. These brand guidelines are key for consistency, collaboration and efficiency.
When you have clear guidance on how your brand colours align with your brand’s tone of voice, typography, and other design styles, your brand management capabilities and efforts will pay off. Choosing the right brand colours will help you develop a positive brand image and reputation. By following the steps outlined above and developing a clear and purposeful colour palette, you can turn your audience from casual onlookers to loyal fans.
Reach out to anne+co. for a no obligations chat if you are considering a new design project. We love to discuss the creativity of colours and how you can be very clever with the use of your colour palette with your brand. Do you have a brand guideline for your logo which outlines how the brand works – if not how are you keeping your brand consistent? Or maybe you are considering a brand refresh or a new brand identity. anne+co. are here to guide and assist you please give us a call on 059 9133633 or email firstname.lastname@example.org