There are many factors that are involved in creating a successful brand and business that customers will want to interact with. While your mission, values, and purpose are just a few factors in the ten pillars of successful branding, your brand identity system is also important too. Some features that are involved in creating a brand identity system include choosing your brand style guide, your logos, typography, and colour palette.

If you run your own company, one of the most important parts about establishing a great brand is choosing your brand colours. Through your logo you need to be able to demonstrate what type of brand you are and choose colours that communicate what your company is all about. Before consumers even consider buying your products or services, they consider the colour and design of your website before they choose to stay on your website and read more about your company.

Why does colour matter?

The first step to comprehending why colour matters to your business involves understanding how they influence people. Colours can have different impacts on internet users. Therefore, with a deep understanding of colour psychology, you can know what needs to be added to your brand to make it outstanding. The colours you choose to have for your brand will influence its overall performance. It’s important to also acknowledge that the colours you choose will more likely be permanent for your brand, as rebranding could prove difficult later down the line when your business is already established.

Colours can affect how people think, behave, feel, and even make decisions. For instance, red has always been perceived as an aggressive colour and is usually used to depict passion or danger. It is worth noting that red is often used to excite buyers and make them purchase products. However, if you are trying to create a calming and relaxing brand, say for a spa company, red probably is not the best colour choice for you. Instead, blue, white, or even green, could work a lot better.

Popular colours to use for your brand


This is an energising and passionate colour to use in branding. The striking colour alerts and attracts the eye and draws customers attention. Some popular brands that have adopted a red colour palette include: Pizza Hut, Coca Cola, andVodafone.


This is one of the most popular colours for brands to use and is a calming colour that puts customers at ease. The colour brings about a sense of security, confidence, and trust. Some brands that have chosen to use blue as their main colour include: NHS, Facebook, andAmerican Express.


Brands that tend to use orange in their branding are warm, friendly, and approachable. It is also used by brands that want to be perceived as creative, adventurous, and outgoing. Here are some popular brands that have chosen to use this colour: Easy Jet, Fanta, and Nickelodeon.


Yellow is a colour that can stand out a lot more than other colours and is often used by brands who want to promote positivity, optimism, and happiness. It’s another creative colour that is appealing to the eye and has been used by brands such as: JCB, McDonalds, andFerrari.


This is one colour that is all about creating calmness and serenity. The colour green will always provide an immediate soothing and calming effect. This fresh and peaceful colour is often associated with health and safety. It’s also been used by many well-known brands such as: Subway, Holiday Inn, and Starbucks.


Pink is a vibrant colour that has been used by both modern and luxurious companies. The colour is often associated with femininity, love, playfulness, and passion. Some well-known brands that have chosen to use this popular colour include: Cosmopolitan, T-Mobile, and Pink Casino.

Take your time to pick out the perfect colours for your brand

Now that you have learned how colour can influence your audience, you should be able to pick the right colours to suit your brand. The process of choosing the right brand colour involves understanding your audience and customers. You should also have in mind the effect that your brand colours should have on them. If you still need some inspiration then Canva has a great guide on how to choose the right colours for your brand that can help you decide on which colours are best for you and your brand. Some research also suggests that visual appearance is the most persuasive marketing factor of all, so it’s important that you get the colours just right. In all, branding is a process that should be taken slow. While it might take some time to pick out the right colours that suit your brand, these are colours that will last you a long time so it’s important that they are just right.

About the Author

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Mirko Humbert

Mirko Humbert is the editor-in-chief and main author of Designer Daily and Typography Daily. He is also a graphic designer and the founder of WP Expert.