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.