Discover the best brand colours for your business using colour psychology

When you’re trying to decide on the best brand colours for your small business, I know how tempting it can be to go with a personal favourite – or just something you’ve seen and liked – and hope for the best.

However, if you want your branding to appeal to the right people, it’s important to be intentional in your colour choices and understand their meanings. Since colour is the first thing most people notice, using the right brand palette can instantly communicate meaning and help you make those all-important emotional connections with your audience. This is where colour psychology comes in.

What are your brand colours saying about your business? Here’s everything you need to know about the meanings of colours and colour psychology so that you can create a meaningful brand palette for your business.

What is colour psychology and why is it important in branding?

Colour psychology is the science bit that explains our emotional and behavioural responses to colours. Different colours can evoke different reactions, emotions, cultural associations and levels of recognition, all of which can influence our choices.

According to Neil Patel, “Colour is 85% of the reason you purchased a specific product.” The Pantone Colour Institute has also found that 95% of our decisions related to colour are made by our intuition and emotional factors, only 5% are rational.

So the considered use of colour is a powerful opportunity to communicate messages about your brand, what you have to offer and how you do business. It can help you stand out from the competition, create positive customer experiences and strengthen connections with your audience.

What do different brand colours mean?

It’s important to highlight that our own experiences, cultural differences, and personal associations can impact our individual responses to a particular colour. Red, for example, is deemed extremely lucky in China, where they associate it with money and prosperity. In the U.S., green has similar connotations. Yet, here in the UK, we don’t especially associate either of these colours with money and wealth. 

The shade, tone and intensity of a colour can also affect the way we view it. For example, a light baby blue may be tranquil and nurturing, whereas a saturated cobalt blue will convey depth and confidence, and a darker, navy blue evokes feelings of trust and formality.

That being said, colour psychology looks at the more widely-associated brain responses to each of the key colours. So, to help you on your quest to find the best brand colours for your small business, here are the hidden meanings behind 14 of them. Some may seem obvious, others might surprise you.

Brand colour psychology - red

Exciting Red

The colour red in branding conveys: strength, confidence, power, action, heat, danger, urgency, impact, boldness, passion, excitement, appetite, intensity, emotion

Red is a great brand colour choice for: entertainment companies, theatres, media brands, consumer food brands, restaurants and eateries, lingerie brands, arts venues, sports brands

Big brands who use red in their logos: Virgin, Coca-Cola, Pinterest, TED, Shakespeare’s Globe, Lego, HSBC, English Heritage, Costa Coffee, Heart FM, Kellogg’s, Vodafone, YouTube, Under Armour, Netflix, KitKat, Quicksilver


Intelligent Blue

The colour blue conveys: professionalism, reliability, security, formality, depth, intelligence, openness, trust, peace, tranquillity, health, stability

Blue is a great brand colour for: social enterprises, tech businesses, finance companies, charities, medical industry, health & beauty brands, health spas, cleaning companies, insurers, estate agents, accountants, food & drinks brands

Famous examples of brands who use blue in their logo: Bombay Sapphire, Ford, NHS, Co-Op, Disney, McVities, Gap, British Airways, Dell, Boots, Barclays, World Health Organisation, Panasonic, United Nations, Oral B, Facebook, Oreo, Nivea, P&O Cruises, Vaseline, Dove


Renewing Green

The colour green conveys: growth, sustainability, nature, renewal, trust, tranquillity, peace, healing, wellbeing, balance, harmony, stability, freshness, organic, environment

Green is a great brand colour choice for: public gardens, organic producers, eco-friendly brands, environmental organisations, florists, health coaches, yoga instructors, outdoor clothing, gardening brands

Examples of organisations who use green in their branding: Greenpeace, Starbucks, Waitrose, The Body Shop, HolidayInn, Spotify, Garnier, EatFresh, Lacoste, Tropicana, Simple, Whole Foods, Trip Advisor, Harrods, John Deere, Land Rover


Optimistic Yellow

The colour yellow conveys: warmth, happiness, joy, optimism, youthfulness, brightness, sunshine, cheerfulness, satisfaction, positivity, energy, attention, information, intellect, creativity, freshness, affordability

Yellow is a great brand colour for: children’s and baby brands, creatives, travel companies, budget brands, fast food retailers, consumer food brands

Examples of famous brands who use yellow in their logo: McDonald’s, Dogs Trust, Yellow Pages, Morrisons, Mailchimp, Lidl, Singapore Airlines, Veuve Clicquot, BIC, Snapchat, Hertz, Ikea, UHU, National Geographic, Selfridge’s


Energetic Orange

The colour orange means: fun, adventure, energy, warmth, sunshine, friendliness, vibrancy, playfulness, creativity, affordability, flavour, appetite, happiness

Orange is a great brand colour choice for: food & drinks brands, toy companies, children’s & teen brands, family restaurants, budget brands, travel companies, fitness coaches, sports brands, creatives

Examples of big brands who use orange in their logo: National Youth Theatre, Sainsbury’s, GlaxoSmithKlein, Etsy, Harley-Davidson, Hermès, SoundCloud, Penguin, Fanta, Amazon, EasyJet, Timberland, Sally Hansen, Fossil

Brand colour psychology - regal glamorous purple

Powerful Purple

In branding the colour purple conveys: luxury, quality, excellence, tradition, spirituality, magic, power, royalty, nobility, heritage, nostalgia, romance, glamour, creativity, depth, relaxation, intellect, achievement

Purple is a great brand colour for: high-end brands, confectionary companies, estate agencies, transformation coaches, historical buildings, events companies, arts venues, luxury goods, jewellers, beauty brands, health spas

Examples of famous brands who use purple in their logo: Asprey, Cadbury, Crown Plaza, Greenwich Theatre, Claire’s, Monster, Hallmark, Premier Inn, Liberty, Purple Bricks, Aussie Hair, Urban Decay, FedEx


Thoughtful Pink

The colour pink in branding conveys: femininity, youth, innocence, tenderness, kindness, sweetness, care, nurturing, love, romance, fun, intimacy, sentimentality, optimism, trendsetting, creativity, imagination

Pink is a great brand colour choice for: coaches, writers, florists, cake makers, charities, maternity brands, events organisers, entertainment companies, stationery designers, fashion retailers, wedding businesses, beauty salons, cosmetics brands, toy companies, gifting brands, pâtisseries, teen brands

Examples of brands who use pink in their logo: Cancer Research UK, La Mer, HMV, Roxy, BBC Three, Soho Theatre, Cosmopolitan, Miss Selfridge, T-Mobile, Barbie, Victoria’s Secret, LG


Inspiring Teal

A shade of blue-green, such as teal, aqua, mint, cyan or turquoise, conveys: clarity, communication, vision, intuition, creativity, calmness, relaxation, healing, serenity, joy, friendship, freshness, energy, inspiration, knowledge, sophistication, emotional balance, wholeness, loyalty, youth, compassion

Teal and other forms of blue-green make a great choice for: communications companies, creatives, business coaches, travel companies, home & lifestyle brands, health spas, watersports providers

Examples of big brands who use teal: Tiffany & Co, BBC Two, Cathay Pacific Air, EE, Canva, Siemens, Le Meridien, Pampers, Deliveroo, Heinz Beanz, Vinted


Enduring Brown

Conveys: earthiness, depth, flavour, artisan, craftsmanship, skill, strength, durability, age, reliability, support, practicality, endurance, ruggedness, adventure, outdoors, nature, organic, tactile, homeliness, wholesomeness, humility, heritage

Brown is a great brand colour choice for: small food producers, florists, outdoor clothing brands, activity instructors, coffee brands, men’s beard care, leather goods, skilled makers and artisans, heritage crafts producers, restaurants & cafés, bakeries, confectionery brands, whole foods brands 

Examples of famous brands who use brown in their logo: Bloom & Wild, Nespresso, UPS, M&Ms, Kew Royal Botanic Gardens, Louis Vuitton, Ferrero


Distinguished Black

Black in branding communicates: style, elegance, luxury, timelessness, mystery, sophistication, authority, power, boldness, edge, exclusivity, secrecy, formality, distinction, stability, seriousness

Black is a great brand colour for: boutique hotels, luxury car brands, designer fashion, sports brands, luxury goods, premium food brands

Examples of famous brands who use black in their logos: John Lewis, Chanel, WWF, MAC, Patagonia, Nike, Zara, Vogue, Olay, Adidas, Cartier, Steiff, Dior, Tate, Harvey Nichols, Lancôme


Immaculate White

In branding, white conveys: simplicity, timelessness, elegance, sophistication, modernity, freshness, cleanliness, purity, innocence, virtue, health, safety, peace, youth 

White is a great brand colour choice for: photographers, wedding businesses, fashion brands,  interior designers, linen and soft furnishings, brands, cleaning companies, medical & healthcare companies 

Examples of big brands who use white in their logo: BBC, Nike, Apple, Chanel, Starbucks, WWF, DC Shoes, Innocent, The White Company, Hotel Chocolat


Dignified Grey

The colour grey conveys: security, formality, conservation, dignity, quality, seriousness, neutrality, timelessness, sophistication, trust, reliability, intelligence

Grey is a great brand colour choice for: engineering companies, tech brands, legal services, informational services, arts venues, classic fashion brands, jewellers, tailors and dressmakers

Examples of famous brands who use grey in their logo: Beaverbrooks, Wikipedia, Dove Men+Care, Saatchi Gallery, Nestle, Radisson Hotels, Wii, Nintendo


Opulent Gold

Metallic gold conveys: superior quality, luxury, premium, high value, exclusivity, high status, confidence, inner wisdom, knowledge, excellence, achievement, nobility, heritage, importance, generosity, wealth, prestige, victory, magic, opulence, elegance, glamour, beauty, love, aspiration

Gold is a great brand colour for: fine jewellery makers, watch brands, luxury hotels, fine fragrances, luxury car brands, premium food and drinks, winemakers, chocolate brands, luxury fashion and home retailers, wedding venues, heritage brands, arts venues, bookshops, wedding stationery brands, event designers

Examples of famous brands who use gold in their branding: Michael Kors, Lindt, Warner Bros, Harrods, Guinness, Versace, Lamborghini, Twinings, Pantene, Oman Air, Lux, Chevrolet, 20th Century Fox, Green & Blacks, Louis Vuitton, Ferrero, InterContinental


Refined Silver

Metallic silver conveys: quality, craftsmanship, elegance, grace, glamour, polish, sophistication, prestige, affluence, wealth, innovation, high-tech, precision, refinement, timelessness, modernism, intuition, composure

Silver is a great brand colour for: jewellery designers and retailers, watchmakers, engineering companies, automotive brands, investment companies, tech brands, awarding bodies, luxury travel companies, heritage crafts, leather accessories designers

Examples of famous brands who use silver in their logo: Molton Brown, Apple, Audi, Oman Air, Mercedes-Benz, Beaverbrooks, Volkswagen, Jaguar

How do I choose my brand colours?

Now you know a bit more about the meanings of different brand colours, you might be wondering how to pick the best combination for your business, how many colours you should choose, and whether they’ll even work together visually.

In my next post, I’ll be taking you through the anatomy of a brand palette and showing you how you can create the perfect colour scheme for your small business in a few simple steps. Be sure to follow along on Instagram to stay up to date whenever a new post goes live! In the meantime, feel free to contact me with any questions.

Until next time… x

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