Things to consider when selecting your brand colours.

Colour plays an important role in the design world. It has psychological affects and if not caferfully considered it can send the wrong message, confuse your audience and attract the wrong people.

These are a few mistakes people make when working on their visual branding:

– They use whatever colour looks nice to them at the time.
– They simply choose their favourite colours.
– They follow colour trends, that may not be relevant to their brand or purpose.

Yes, you want colours that you love and you are happy with, but there needs to be more thought put into it, then simply what you like but considering how it makes your audience feel and the message you are sending to people.

Brand Colours

colour theory basics

Understand the basics of the colour wheel rather than just guessing what colours work well together. Once you have those basics in mind, you can sample and play around with colours.

If you need some extra help or suggestions, search for premade colour palettes on google and see what colours suites your brand best.

Research colour psychology

Understand how colour psychology affects and attracts your ideal audience. Colours evoke emotions and feelings, and give perceptions about things. The colour red evokes feelings of passion, ambition, power and confidence. Blue represents freedom of expression and being open to your creative side.

Take time to consider who you are trying to attract, and how you want your audience to feel when they come into contact with your brand.


Make sure you like the colours you are choosing. You need to pick colours you’ll be happy with and willing to stick with long term for brand consistency and to become more recognizable.

Think about when you go to the store to buy a product, you often remember the brands you prefer based on the colours, attractive packaging and the product itself. If they change the packaging it can throw you off. So be sure you like the colours enough that you won’t be tempted to change them.

the message being protrayed

What brand positioning and perception do you want to create?

Think about your Brands purpose and mission. This may seem cliche, but greens and browns instantly position a brand as being more eco and earth friendly.

While this is quite obvious, consider your own brands positioning and what colours would give off what impression.

consider the coulour amount

The general rule is to use not more then 6 brand colours. There is always an exception to the rule, but consider what you want to use in your logo, in images, illustrations and patterns. Test colours to be sure they work well together with all elements.

If you need to cut back or add to have a balance then do so. You will likely only need one main or minor colour, one neutral colour and two or three accent colours to cover all bases.

use the same shade and tone

Rather then just saying “my colours are red, blue and grey”. Consider there being so many shades of a colour it is best to have your exact colours recorded.

You will need the HEX code for web and for print you will require CMYK values or pantone code.

Keep these colour codes for easy reference whenever you need to create future illustrations for your brand.