Food Labelling and Packaging

When it comes to food and drink packaging, it’s not as simple as just making the design look attractive. By law all pre-packed food is required to display certain information. With food allergies hitting the headlines recently, it’s vital that all this information is legible, accurate and not at all misleading. We give you the rundown on what you have to include…

1. Product name

2. Net quantity

  • The net quantity must be close enough to the name of the food so that you can see all this information at the same time. This also applies to the alcoholic strength for alcoholic drinks.
  • If you put the ℮ mark on the label this means you can export your product to another European Economic Area (EEA) country without having to meet weights and measures requirements of that country.

3. Ingredients

  • If your food or drink product has 2 or more ingredients (including any additives), you must list them all.
  • Ingredients must be listed in order of weight, with the main ingredient first.

4. Allergens

You can find a list of the 14 substances or products which may cause food allergies or intolerances here. These must be emphasised in the ingredient list so that they clearly stand out from the other ingredients, such as in bold (like in this example), italics or a different colour.

5. Percentage of an Ingredient

You have to show the percentage of an ingredient if it is:

  • highlighted by the labelling or a picture on a package, for example ‘extra cheese’
  • mentioned in the name of the product, for example ‘cheese and onion pasty’
  • normally connected with the name by the consumer, for example fruit in a summer pudding

6. Best Before or Use By Date

  • This needs to be on the packaging or you should include instructions on where to find it. In this example it is placed on the film lid.
  • Mandatory information must be impossible to remove. So you can’t use ink that will run or rub off. This is especially important when you are writing use-by and best-before dates by hand.

7. Instructions for use or cooking, if necessary

8. Any special storage conditions

9. The name and address of the manufacturer, packer or seller

10. The country of origin, if required

You must show the country of origin for:

  • beef, veal, lamb, mutton, pork, goat and poultry
  • fish and shellfish
  • honey
  • olive oil
  • wine
  • fruit and vegetables imported from outside the EU

11. Nutritional Information

When providing nutrition information, you are required to declare:

  • energy value, amounts of fat, saturates, carbohydrate, sugars, protein and salt

It should be presented as a table with the numbers aligned or, if space does not permit, the declaration may appear in linear format. For further information about what to include click here.

Everything else included on the packaging is referred to as “voluntary information.” You can include as much of this in as you like however, you cannot do so at the expense of mandatory information. Furthermore, all the mandatory information must use a font with a minimum x-height of 1.2 millimetres. Although there is no law that you must have a barcode, most retailers and distributors will require you to have one for inventory and sales records purposes.

If the UK leaves the EU without a deal on 31 October 2019, the rules for what you must show on food labels will change for some food and drink products. To find out more visit:

Annotating PDFs

Adding comments to PDFs is a useful feature that helps to improve workflow. It allows clients to add their comments to certain areas of the document, whether it be text changes or design alterations. The designer’s can then work with this document to create another draft, taking into account all of the changes. Creating an annotated PDF is really very simple and our step-by-step guide explains the process for you… 

1. Open up your PDF in Adobe Reader. Place your cursor in the position that you would like to add your comment. Right click and then select add sticky-note from the drop-down menu. Alternatively you can click Comment to open the Comment panel. Click Annotations if the Annotations panel isn’t already open, and then select the Sticky Note tool.

2. A yellow box will appear and you can type your comments into it. You can move the position of the sticky note by clicking on the yellow speech box and dragging it elsewhere on the document.

3. To view any  comments that are in the document Choose Tools > Comment to open the Comment toolbar. The comments that you added to the document are displayed in the right panel. You can delete these by right clicking and selecting delete if necessary.

4. Generally the sticky note tool can be used for notes on design. if you want to make adjustments to the text ( eg change the words, highlight any typos etc) we would suggest you use the highlighter tool. This can be found next to the sticky note on the top toolbar or in the annotations panel (Comment > Annotations)

5. Click on the highlighter tool and select the text you want to change. Once you’ve selected the text, right click and then select “open pop up note”. You can then type your changes into the box that appears.

6. If you want to delete text you can use the strikethrough button on the annotations panel.

7. Click this button and then select the text you want to delete and a red line will appear through it. To remove the red line right click and delete.

8. The drawing markup tools are also found in the comment panel. These allow you to add lines, arrows or shapes onto the document. For example if you wanted an image to line up with another one, you can use the line tool to show the position you want it to be in

We hope this has been of some help to you. For a more comprehensive overview please visit

£5,000 Design Grant

The 'By Design' Grant - Are You Eligible

It’s not often something comes along that really needs to be shouted about, but the Scottish Enterprise ‘By Design’ Grant is certainly one of those things.

The By Design grant can be used for any design work related to developing new products or services, such as research, scoping, brand and packaging design work, prototyping, planning and work related to launching something new into the market. With digital services and products, the grant can help with wireframing, minimum viable product/service creation, user experience and customer journey planning. If successful, you will be awarded a grant for 70% of the total project costs, up to a maximum grant of £5000.

Find out more and see if you’re eligible!

Here are the details from Scottish Enterprise:

What can it be used for?
  • Researching market opportunities, carrying out customer research and creating design briefs
  • Undertaking design work to scope out products or services suited to the needs of the customer
  • Defining and designing the brand for the new product or service
  • Creating prototypes or minimum viable products to be tested with customers and focus groups
  • Preparing for market launch, final testing and refinements to products based on feedback
You can’t use it for:
  • General business activities won’t be supported. You need to provide evidence that you’re developing a new product or service
  • The grant doesn’t cover the cost of building a website for you to sell products
  • It doesn’t cover capital expenditure
  • It doesn’t cover the cost of manufacturing or purchasing stock
  • It doesn’t cover printing and production costs for marketing collateral
  • It doesn’t cover salary costs or internal costs
Can I apply for this grant?

The grant can only be used to cover activities which are yet to begin. Therefore, it is not possible to include activities in the application form that have already started.

You can apply for the By Design grant if you’re:

  • A small to medium-sized VAT registered business or social enterprise in Scotland
  • Able to contribute at least 30% of the cost
  • Able to fund the project up-front
  • Able to demonstrate the benefits of the project

By exception, non-VAT registered applicants may be considered if they have pre-approval for a VAT exemption via their Business Gateway adviser.

This grant is not for you if you have:
  • Received, or are receiving, funding from Scottish Enterprise or any other public sector body for the same project
  • Are a Scottish Enterprise account managed company or Business Gateway Growth Pipeline company
  • Previously received a Make it to Market or By Design support within the last 36 months

Find out more and apply by clicking on the button below:

Visit Grant Page

What are brand guidelines?

Brand guidelines (also referred to as a style guide) is a comprehensive document that can be used to help identify and build your brand. It is, in essence, your owner’s manual on how to use your brand and ensures it is always portrayed consistently and accurately.

Why are they needed?

Brand guidelines put a set of rules in place to make sure that your brand is being portrayed professionally and helps limit any variations or confusion. These are usually created by the design agency after a brand identity (or rebrand) has been completed.

Who is it created for?

Almost all sections of a company can benefit from having brand guidelines, from the product development team right through to the marketing and creative departments. It can also be a useful resource to hand out to new employees so they gain a better understanding of the brand’s history, vision, personality and key values.

What should be included?

Some brand guidelines may be as thick as a novel, while others are short, easy to digest documents. Although their primary function is to lay out a set of rules, this doesn’t mean that they have to be boring.

Some key points to include are:

  • Introduction: This is the section where you introduce your brand and give an insight into what your company stands for and what you are hoping to achieve. You should include your brand story, your mission, your values and your personality.
  • Logo: You should display your logo as full colour and a black and white version. Give examples of how it works on various backgrounds. Rules should then be set in place with regards to your logos safe area, positioning and scaling – you could state the minimum size the logo can be used at in order to keep it legible.

  • Colour palette: Colour is an important element of a brands visual language. It keeps it distinctive and reflects the brands personality. Introduce your core and secondary colours and break these colours down into their values for Spot, CMYK and RGB (or HEX for online if relevant). State any tints that can be used and any other variations or rules that should be considered when selecting colour.

  • Typography: Layout both your primary and secondary typefaces and show the full font families for both of these ( bold, italic etc). State if there are any rules for what font is to be used as a header, body text etc. If your fonts for online are different you should also list these. Any rules when it comes to kerning, tracking etc should also be listed.

  • Photography: You will no doubt have a clear idea of what imagery will best portray your company. Show examples of images that have performed well for your brand or create a mood board of the type of images that should be used.
  • Voice: How you communicate to your audience is important. It influences the way people interact with the company and how they feel about your brand. Set the tone of voice that you should be using and the style you should be communicating in – technical/ non-technical; formal/casual/slang.

The above are just a few points which you ought to include in your brand guidelines. You may also want to go into detail about your iconography, tone of voice, packaging, and any of your online or offline marketing materials.

As your business grows, so will the level of detail needed. Ensure you strike the right balance when creating the document  – the guidelines need to be flexible enough for designers to be creative, but rigid enough so that there’s no confusion about how to implement your visual identity. 

Tips for creating a successful Powerpoint presentation

PowerPoint can be a valuable tool to convey information and is a great way to engage visual learners. Even if the spoken presentation is well rehearsed, a bad visual experience can ruin it for the audience. That’s why it’s always best to enlist the help of a designer, so that your slides look polished, professional and on-brand. Here are our tips for creating a successful presentation…

Keep it Simple

Keep your design as clutter free as possible so that it is easy for people to process. White space should be used generously as it sets the tone of your design and gives more impact to your message. If you feel your slide is beginning to look a bit too busy with too much happening, then split your message out over several slides.

When it comes to text, remember that less is more. Headlines should be bold and stand out on the page. You can use bullet points to get across your key messages and make sure you keep the text brief and to the point.

Keep the design consistent

Having one style for one slide and then a different style for another can be jarring to the audience. The design of your presentation should be in keeping with your brand. The same fonts should be used and ideally you should stick to no more than two font families. A template can be created with certain features you want to remain consistent throughout the whole presentation. For example this one we created for Vestey (pictured below) has the orange and red lines at the top and bottom of each page, the logo on the right hand corner and the headline in the same colour, font, size and location on every page.

Make it visual

Nothing makes peoples’ eyes glaze over faster than a text-heavy slide, or slide after slide of just text . We understand images instantly. We have to work to process text. In fact, the brain processes images 60,000 times faster than it does text. Therefore the use of large, powerful images will get your point across quicker as well as looking visually appealing. You should make sure your images are of good quality and not pixelated.

Avoid using distracting graphics, such as clipart, that do not offer value and can make your presentation appear tacky. Infographics can be used to break up the monotony of words, these should be simple, easy to follow and use the same colours and fonts as your brand.

Tell a story

Every presentation should start with an intro and an end slide, these need to instantly grab the audiences attention. Storytelling has always been an effective way to convey information and make it more memorable. So, don’t just give information, facts, and figures on your slides. See if there is a theme you can tie throughout your whole presentation. Just like a story, your presentation should have a good structure to it and should flow easily.

If you’ve ever had to present to a group of people, you will know how intimidating it can be. You can relieve a lot of this pressure by putting some groundwork in and preparing an engaging visual presentation that is sure to impress your audience. 

How to stand out at your next trade show

Exhibitions and trade shows are an excellent way for your business to gain exposure and meet prospective clients. We’ve had a lot of experience over the years of creating everything from pop-up banners all the way up to full scale exhibition stand design, so here’s all you need to know to make your company stand out at your next event…

Stay true to your brand

First impressions are everything and therefore it’s vital that your brand is instantly recognisable and consistent. Stick to the same colours, fonts and approach that is used throughout your other marketing material. You should take into account your brand values and what you want to reflect in the design. Always think about your target audience and the people who are attending the show and create a design that works for them. Your logo should be in a prominent position that can be seen from all angles, so that there is no mistaking who you are. Ideally it should be placed on the top half of your exhibit stand so that it is not blocked by people in your display area. Make sure other key information (like your website and contact details) are given plenty of room and are bold enough to be seen from a distance.

Maximise your space

It is essential to maximise and fully utilise the exhibition floor space you have been allocated. You will need to confirm dimensions with the organisers beforehand so you know exactly what space you have available to work with. Some shows allow you to build exhibit up to 6 metres or 20 feet high. Be sure to capitalize on this height if it is allowed. Find out if there are any pillars or structural elements in your area that may restrict the design. Always try to keep meeting areas to the back of the exhibition stand space to prevent anybody from blocking the view of potential new clients.

Go big and go bold 

Attendees often don’t have the time (or patience!) to stop and read scrolls of text on your exhibition stand. Instead use headers, quotes and bullet points to grab people’s attention. Strong, powerful imagery and graphics are a quick and effective medium to communicate a complex message or idea. Carefully consider where you place your images, making sure they can be seen from a distance and won’t be concealed. If you want to display products or packaging then do so in a clean and uncluttered way.

Consider a Shell Clad system

Trade show stands are simple metal frames with soft boards available for you to hang your artwork onto, however it can be tricky to avoid the metal frames getting in the way of your designs or branding. Using a Shell Clad system allows you to have a seamless design or image run over the entire wall or walls of your stand. They come in sturdy rollable panels and use velcro attachments, so can be put up in minutes. They create an impressive impact and avoid the distracting silver lines throughout your stand.

Consider using roller banners

Roller banners are a great way to present lots of information about your brand without needing to have printed leaflets or brochures, which can take up a lot of space. The banners should be branded and tie in with the rest of your design. An advantage of roller banners is that can be quickly assembled and they offer you the flexibility of moving their position to suit your needs. They can then be easily stored and reused for future events.

Invest in a great promotional video

If you want to grab people’s attention then invest in a short promotional video which describe your products, services or company values. A television or computer screen has the added benefit of taking up minimal space on your stand and you can share a couple of videos or presentations which allow you to get your key messages across.

Get a branded Gazebo

The summer months bring lots of opportunities for outdoor festivals and fayres that companies can exhibit at. The last thing you want to do at these events is blend into the background. Printed Gazebo’s have become extremely popular at outdoor events – especially given the Scottish Summer it is always wise to have a waterproof shelter at your event! They are essentially a huge blank canvas for you to advertise your brand on. With lots of different panels, there is plenty of space to get across your messages. Due to their compact folding nature they take up little room when packed away and are therefore easily stored and transported.

Before the trade show begins take the time to promote your presence at the event on social media. You can also create an email marketing promotion, using a list of people who fit your audience’s profile and are likely to attend the event (please ensure you stick to GDPR guidelines). By following these tips and creating a stand that is both eye-catching and inviting you should be able to attract the attention you deserve at your next trade show.

Tips for creating successful business stationery

In this digital era, it is all too easy for companies to underestimate the impact that a well-designed stationery set can have on their clientele. Printed stationery is an important advertising tool that can project your company’s image in a positive light.

Giving the right impression

Put yourself in the customer’s shoes. If you’re handed a cheap looking business card or receive a poorly designed letter through the door, chances are you will be left with a negative opinion of that business and question whether you can trust them or not.

Customers need to be able to make a clear connection between your brand and the validity of the communication you’ve sent them. With each printed material the design should stay consistent throughout, using the same colours, fonts and approach that is used in your branding.

Using premium paper stocks, that are professionally printed, can highlight your stationery as coming from a credible company. There are also different printing techniques that can be used which can add extra interest to your finished product.

Some examples of these are:

Spot UV – A creative way to add depth and contrast through varying levels of sheen and texture.

Foil stamping – Foil stamping uses foil rather than ink to create coloured designs on stationery. Foil is transferred onto the paper or card using a die that presses the foil into the design with the help of heat and pressure.

Letterpress – The process involves using moulds of letters and designs along with ink to press the designs into thick paper, leaving the paper indented.

So what business stationery do you need?

Of course, needs may vary from business to business, but here are some of the most common categories for essential business stationery

  • Letterheads
    A letterhead, or letterheaded paper, is the heading at the top of a sheet of letter paper. That heading usually consists of a name and an address, and a logo or corporate design, and sometimes a background pattern. In addition to a strong design, there are some things you need to include by law. These differ depending on your type of business. The general list of requirements are as follows:
    1. The name of your company.
    2. The location where your company is registered.
    3. The company registration number.
    4. The registered address.
    5. The address of any other company location unless it is living accommodation.
    For a full breakdown of what you need to include click here 


  • Envelopes
    Creating a strong branded envelope can really make an impact when it lands on a customer’s doorstep. Not only does it show professionalism but it stands out amongst other generic mailings.


  • Compliment slips
    A compliment slip is a small piece of paper on which a company’s name, address, and logo are printed and which is sent out with goods or information, typically in place of a covering letter. Compliment slips give the opportunity for a genuine connection between you and a client, as they allow you the space to add a handwritten note


  • Business cards
    There are a couple of ‘standard’ sizes for business cards, with one of the most popular being 55 x 85mm. Our main advice when it comes to designing business cards is to keep them simple. Usually this consists of the company logo on the front and the key information on the back – typically a name, phone number, email, web address and social handles. Most business cards are printed on card stock as this is the most cost-effective. If you’re willing to get a little more creative, you can print onto all sorts of different materials including transparent plastics, metals or even wood. Think carefully about the quantities you’re likely to use before any of your business details change – such as your address or telephone number. We can organise printing as little as 50x units, however a more standard and sometimes cost effective quantity is 250-500x or 500x plus. Printing larger volumes is cheaper – but you don’t want to be left with old stock with outdated information.


  • Other
    Corporate stationery does not start and finish with letterheads and business cards, but covers plenty of other products that can play a role in setting the right tone for your business. These can range from notepads, pens, USB sticks, labels, stickers, cards, diaries, calendars, highlighter pens, postcards…the list is endless. There’s no need to go crazy and buy lots of business stationary you won’t use, instead be selective and choose the right stationery for your marketing purpose.


Whether your just starting out in your business or it has been going a while, business stationery is something you are going to need at your disposal as a marketing asset to build your brand. Taking the time to get it looking right is sure to benefit you greatly in the long run.

Using video to capture your ideal customers

In the past 30 days, more online video content has been uploaded to the web than the past 30 years of TV content. This is a staggering statistic and one that highlights just how important online video is as a marketing tool in today’s society. It’s not hard to see why – video is an easy-to-digest format and it gives consumers eyes a break from reading scrolls of text that may ultimately lose their attention.

The popularity of online video in the food & drink sector

Buzzfeed’s Tasty Facebook page only launched in July 2015, but since then it has amassed over 96 million fans and it has revolutionised overhead video for the food and drink industry. Take one of their most popular videos “Sliders four ways” for example. This has been viewed over 209 million times.

In the past 30 days, more online video content has been uploaded to the web than the past 30 years of TV content 

Tasty’s videos last from 30 seconds to two minutes and their fast pace and quick visual steps help viewers watch them right until the very end. The videos tap into current trends as well as users’ interests. Viewers retain 95% of a message when they watch it in a video compared to 10% when reading it in a text (Source: Forbes, 2018). The combination of brevity, simplicity and relevance makes Tasty’s videos highly shareable and this has significantly contributed to the success of the page. Sharing the content helps the page reach a wider audience and this in turn encourages the company to create further videos.

Viewers retain 95% of a message when they watch it in a video compared to 10% when reading it in a text 

Many famous chefs and high-profile food producers are following this trend and creating short recipe or process videos to share across social media. Companies such as Waitrose and Marks and Spencer are now filming recipe videos to inspire potential customers by showing them simple meal ideas that they can create at home using their products

So how do you transfer viewers into clients?

Online brand video must be unique, engaging and straight to the point – 33% of viewers will stop watching after 30 seconds and 45% will leave after one minute if they aren’t interested in what they see (Source: Forbes). People want to learn something that they don’t already know, for example, “how-to” searches on YouTube are up 70% year over year (according to data released by Google). This could range from teaching a tasty new recipe to showing your manufacturing process. We always make sure that we spend a great deal of time on the storyboarding phase, so that the timeline of the video is well planned and the message gets across clearly. The final few seconds of the video should always be dedicated to incorporating your contact info and a call to action telling viewers their next step.

Using the right equipment

Video equipment has evolved so much in recent years and is much more readily available. Companies can now get professional video content without having to hire an entire film crew. Smaller more affordable cameras, stabilisers, light and audio as well as things like drones mean it’s much easier to capture captivating, cinematic video on a smaller budget

33% of viewers will stop watching after 30 seconds and 45% will leave after one minute if they aren’t interested in what they see 

Not only has the equipment changed but so has the speed in which video has to be produced. No longer can you spend months upon months painstakingly editing footage – by the time you’ve done this your competitor has already hosted multiple live videos, completed several social video marketing campaigns and raised customer retention. Advances in editing software, processing speeds and file transfers mean we can turnaround quality videos quickly, ensuring your content is being shared to the world at right time.

One of the biggest strengths of video marketing is that it’s highly visual and auditory, which means it’s easier for many users to remember than its text-based counterpart. If your brand sticks in a customers mind then this can translate into more sales and leads for your company.

The Good and Bad of Advertising

Earlier this week Cadbury had to withdraw an advertising campaign, which urged children to dig for treasure after archaeologists said it encouraged people to break the law (view the full story here).

This isn’t the first time an ad campaign has had to be pulled due to a badly thought out idea. We’ve scoured the internet to find some of our favourite examples of engaging advertisements and also some of the biggest mistakes, which ended up crossing the boundaries of good taste and design.

Vehicle Livery

The Good

  • Copenhagen Zoo
    This memorable wrap created by Y&R, Denmark for Copenhagen Zoo is guaranteed to grab people’s attention and get them talking. It shows a giant constrictor snake squeezing the complete Copenhagen citybus.
  • National Geographic Channel
    Sticking with the animal theme, this bus features shark jaws printed on double doors that appear to swallow up any passenger that steps inside. Where many others would see the door as a restriction, this particular designer has not only creatively incorporated it, but made it a key feature of the design.
  • FedEx
    Entitled the “Always first truck”, this clever design was created by Miami Ad School, Germany for FedEx. The concept behind it is to show that they are always ahead of their competitor, DHL. It’s  brilliantly executed and if you look closely you can still see the Fedex truck through the DHL truck’s windows.
The Bad
  • Unknown
    The designer of this advert failed to take into account that vehicles have moveable features (we’re talking doors and windows!) that once adjusted can make a professional design look not quite so professional anymore.
  • Starbucks
    The global coffee chain were left red faced after the sliding door on their van sent out a completely different message than they had intended. Somebody took a photograph and before you know it, the picture had gone viral for the world to see. This just goes to prove that as a designer you have to think of every eventuality to make sure you are never caught out.

Print Design

The Good

  • Belgian League of Alhzeimer
    This newspaper ad shows the ink dissolving or being brushed away, much like the memory of those living with Alzheimer’s Disease. The caption simply reads: Today 85 000 Belgians won’t remember what they read in their newspaper. Let’s support them.

  • Band-Aid
    Good advertising is all about simplicity and strong imagery. This ad campaign for Band-Aid Flexible Fabric shows how their plaster will stay on even after you transform into The Hulk. It also gives the message that even the strongest, most indestructible characters need plasters every now and then.

  • Moms Demand Action
    This powerful ad uses shock tactics to get its point across. The advertisement is questioning the logic which bans chocolate eggs to protect the safety and health of the kids, but does not do anything about ownership of something as deadly as assault weapons. It is a conversation starter and by using innocent children in the ad it resonates with many parents and inspires them to take action.
The Bad

    In 2016 the dating site found itself in hot water after an advert placed in the London Underground left many commuters with a bitter taste in their mouth. “If you don’t like your imperfections, someone else will.” the text read, on top of an image of a woman with red hair and freckles. The wording of the ad had caused hostility on Twitter from redheads and non-redheads alike and were forced to issue an apology

  • Pepsi
    A co-promotion between Pepsi’s Hong Kong division and Japanese clothing maker A Bathing Ape started out with promise. However, by using Pepsi’s typeface the Aape “A” ended up looking a whole lot like an “R.” So Aape became Rape. Ooops!

  • Dunkin’ Donuts
    Dunkin’ Donuts has apologised after it ran an advertisement in Thailand featuring a woman in “blackface” make-up. The advert, which was used to promote the donut giant’s “charcoal donut”, was called “bizarre and racist” by a leading human rights group.

So what have we learnt from these examples? Firstly, a great deal of thought has to go into the design, from thinking about the functionality to making sure that the message is clear and can’t be misconstrued. For advertising to be effective it has to resonate with consumers by ringing true and delivering a meaningful message.

Every project should be checked and then double-checked. Getting a fresh pair of eyes on the design can also help to give a new perspective and spot any errors that may have been missed. Following good design principles means that projects can confidently be sent to print without any nasty repercussions.

The Psychology of Colour

Understanding the psychology of colour can be a valuable asset for designers and business owners when it comes to selecting the right palette for their brand. Colour is all around us, and different shades and hues can effect consumers emotions which may have an impact on how they perceive your company. The emotional effect of colours differ from person to person based on gender, cultural context and neurological variances. Below we’ve listed some general pointers which might help you pick the best colour for your brand.


Blue is a very popular choice for a brand colour. It represents stability, harmony, peace, calm and trust. Because of these reasons it is found in an abundance of different industries from tech companies to the banking sector. It is also the colour the NHS chose to use in their logo. Blue is thought to put people at ease as it reminds them of the sky and the ocean. Conversely, blue can also carry some negative connotations and can be seen as quite cold if used incorrectly.


This is associated with growth, health and nature. It is a relaxing colour that is easy on the eye and is used heavily among “healthy brands” from pharmaceuticals to organic food. There is a wide variation between the shades with deeper greens being associated with affluence and lighter greens with serenity. Negative associations that come along with green can include envy and greed.


Using red in your branding can capture attention. It is associated with excitement, passion, energy, and action. On the flip side, red can also be linked to danger and possibly even anger. After all red is the colour of stop signs. Red is often used in call to actions or in sale icons, as the powerful shade helps draw consumers eyes towards it. This colour also encourages appetite and is therefore frequently used by fast food chains.


When you think of yellow, you might recount bright summer days and sunshine. It evokes feelings of happiness and optimism. A little touch of yellow can help your audience associate your brand with something positive. Much like how red has been proven to increase heart rate and increase appetite, yellow has a similar effect. Together they are the most popular colours for fast food restaurants because they evoke the tastebuds and appetite. However, some shades of yellow can look dirty, while tints can challenge the eyesight, so it is important to select the right palette.


Orange represents creativity, adventure, enthusiasm and success. Due to how fresh it looks, you will see it in a lot of food and drink branding. Because orange is associated with fun and vibrancy, it is well suited to youthful, energetic brands and possibly less so for traditional or more corporate brands. There is usually a strong positive or negative reaction to orange – you either love it or you hate it (we absolutely love it!)


In colour psychology, purple is seen as a royal colour. It evokes thoughts of power, nobility, luxury and wisdom. Purple is said to be one of the hardest colours for the human eye to pick out. Perhaps this is why it’s not a particularly common colour within branding, although several larger ‘luxury’ confectionery brands do utilise this colour to their advantage.


Pink is a delicate colour which has connotations of compassion, sweetness, playfulness and love. It tends to be used in cosmetics, fashion, beauty and romance. Combining it with darker colours can give it more sophistication and strength.


Brown is an earthy colour and can relate to comfort, security and a down to earth nature. It is organic and wholesome, simple and honest. It may not be everyones’ favourite colour, however it is still used frequently in marketing. Coffee and chocolate companies often use it in their packaging because it compliments their product.

The best colour combinations are ones that reflect your brands personality. By using colours strategically it can help you to attract customers and connect with them.