Skip to content

Choosing The Right Colour Palette For Your Brand

Choosing the right colour palette adds to the whole brand experience and will make your brand look and feel put together. But with so many colours to choose from, how do you know which colour palette will work best? Here are some of the features that you should have a think about when pulling a colour palette together.

How colour palettes affect mood and perception

colour scheme chameleon

Colour is more of a weapon than you might think, it can really influence mood. That means it’s so important to choose colours that reflect the mood you want your audience to feel. So if you want your brand to be fun and vibrant, your colour palette needs to say that with bright colours. But, if you’re looking for a more professional or serious image, your colour palette might want to be more muted.

Another thing to have on your radar when choosing a colour palette is how your brand will be perceived. Different colours can be associated with different values and qualities, so you’ll need to decide which ones you want your brand to be associated with. If you want your brand to be dripping with luxury, you might want to use colours like gold and silver. Or, if you want people to see your brand as being eco-friendly, you might want to use green and brown tones.

earthy tones brand colours

If you’re interested in learning more about the ways colours can be used to influence, check out this interesting article all about colour psychology.

Does your colour palette reflect your products/services?

The colour palette you choose should hint at the products or services you offer. If you’re selling a product that is traditionally blue, then using a blue colour palette would be a natural choice. However, if you’re selling a product that is traditionally green, using a green colour palette would be more appropriate.

Having said that, it’s worth noting that if a particular colour is traditionally representative of your industry, it doesn’t mean you have to use it in your colour palette. For example, restaurants often incorporate red into their branding and fashion brands usually include black, but you don’t have to stick to these.

Steering clear of the norm can often find you in a position where you’re breaking the boundaries of your industry and really standing out from the competition.

Designing your colour palette around your target audience

The colour scheme you choose should also be appropriate for your target audience.  For example, colour is very important when advertising to children. Children are more likely to respond to bright colours rather than muted tones. Whereas, adults are more likely to respond to a more sophisticated, refined palette.

children colourful balloons

If you aren’t sure what would work for your target audience, you should consider doing some market research to really get to know what makes your audience tick. This will also come in handy for all the other stages of your brand development and beyond.

What context will your brand be seen in?

Finally, you should also consider the context in which your brand will be seen. If your brand is going to be seen in a variety of different contexts, it’s important to use a colour scheme that will work in all environments. However, if your brand is only going to be seen in one specific context, you can be more creative with your colour choices.

Consider how your colours would translate from the web to print and how they might look in an office space, what they would look like on a company van or your uniforms. All these things will help you to create a colour palette that is versatile and can be implemented across all aspects of your brand identity.

Choosing your colour palette

So, these are some of the things you should consider when choosing a colour palette for your brand. By taking all of these factors into account, you can create a colour scheme that will help you achieve your branding goals.

Luckily this is all just guidance. There are no concrete rules for branding, which is where creativity and excitement come into it.  So, don’t be afraid to bend the rules slightly and colour outside of the lines. Testing the limits might just be what gets you noticed.

If you still find you’re having trouble coming up with a colour palette that perfectly encapsulates your brand, we’d be more than happy to help. Our branding experts are always on hand to take on the heavy lifting and give your brand the striking identity it deserves. Get in touch with us today to get the ball rolling!