How to choose the right colours for your brand
Colour is often the first thing people remember about a brand. Here's how small and growing businesses can choose a palette that stands out, feels right and works everywhere — from the website to the packaging.
Before anyone reads your name, they see your colours. On a shelf, in a social feed, on a sign across the street — colour is often the first thing people notice and the last thing they forget. That's why choosing your brand colours deserves more thought than "I like blue".
The good news: you don't need a big budget to get it right. You need a clear idea of who you are, a few simple rules, and the patience to test your palette in the real world.
Start with how you want people to feel
Before you open a colour picker, write down three words that describe how your business should feel. Calm and trustworthy? Bold and playful? Fresh and natural?
Colours carry associations, and you can use them:
- Blue often feels calm, reliable and professional — which is why so many banks and tech companies use it.
- Green suggests nature, health and growth.
- Red and orange feel energetic and warm, and they grab attention fast.
- Yellow feels optimistic and friendly, but it can be hard to read on white.
- Black and dark neutrals feel premium, serious and timeless.
These aren't strict rules — they change with context and culture — but they're a good place to start. The question isn't "which colour do I like?" but "which colour tells my customers the right thing about us?"
Look at your competitors — then be different
Make a quick board of the brands your customers compare you with. You'll often see the same colours again and again: blue for consultants, green for organic food, black for barbers.
Being in the same colour family can help people understand what you do. But if every competitor is blue, a different colour can make you the one people remember. The trick is to stand out without sending the wrong message.
Build a palette, not just one colour
A brand rarely works with a single colour. A practical palette has three parts:
- One main colour — the one people should connect with you.
- One or two accent colours — for buttons, highlights and offers.
- Neutrals — a dark tone for text, light tones for backgrounds, and a grey or two for details.
A simple guide many designers use is the 60-30-10 rule: about 60% neutral, 30% your main colour and 10% accent. It keeps designs calm and makes the accent do its job: pulling the eye to what matters.
Check that it's easy to read
A beautiful colour that nobody can read is a problem. Light grey text on white, or yellow on white, looks soft on your screen but disappears on a phone in the sun.
For websites, aim for a contrast ratio of at least 4.5:1 between text and background — the level recommended by the international accessibility guidelines (WCAG). There are free contrast checkers online; it takes a minute and helps everyone, including older customers and people with colour blindness.
Test it where your brand actually lives
Colours change depending on where they appear. The same blue can look bright on a phone, dull on recycled paper and almost purple on a printed sign.
Before you decide, test your palette on the things you really use:
- your website and social media posts
- packaging, labels and bags
- business cards, flyers and signs
- your shop, van or office
For print, your designer should define each colour in CMYK and, ideally, Pantone, as well as the HEX/RGB values for screens. That's how your green stays the same green on a box, a menu and a website.
Think about where you sell
If you sell in more than one market, check what your colours mean there. Colours can carry different associations from country to country, and some combinations are tied to national flags, sports teams or holidays. A quick check with people in that market can save you from an unfortunate surprise.
Common mistakes to avoid
- Too many colours. If everything is colourful, nothing stands out.
- Copying a trend. A colour that's everywhere this year can feel dated next year.
- Choosing on one screen only. Always look at your colours on several devices and in print.
- Changing colours every campaign. Recognition comes from repetition. Use the same palette again and again.
Write it down
Once you've chosen, put your colours in a short guide: the names, the HEX, RGB, CMYK and Pantone values, and a few examples of how to use them. Share it with everyone who designs for you. It's a small step that keeps your brand consistent for years — and it's part of every visual identity we create.
Need help choosing?
Choosing brand colours is one of the most important design decisions you'll make, and one of the most fun. If you'd like a second pair of eyes, book a free intro call and we'll help you find a palette that feels like you and works everywhere your customers meet you.
