Ever noticed how Chase, Citibank and Bank of America all use blue? That’s no coincidence; they understand how powerful colour psychology can be. Even other financial institutions like Brookfield and PayPal use blue. These money-related companies all chose the same colour for their brand identity. So what do they all know that you don’t?
Blue is widely associated with trust and reliability, which is why many financial brands use it.
The short answer is they know how to combine colour theory and meaning with business. When building a brand, you need to understand how to use all the tools at your disposal, and that’s just what we’re going to discuss today.
In this article, we’ll run through everything you need to know about branding colours. We’ll touch on concepts from artistic disciplines—like colour theory and art history—and merge them with the best practices for branding, marketing and what a company needs to survive in today’s business landscape. But first things first, you need to understand just why branding colours matter so much.
“[Because] they’re often the first thing people notice when they come across your brand, you have to make this first impression count. Colours become a powerful way to help build memorability for your brand’s personality and tone.“— Mary Pho, Art Director at VistaPrint
- Your brand colours shape first impressions. People form opinions about a brand within seconds, and color is one of the biggest triggers.
- Use colour psychology to guide your palette. Warm colours like red and orange spark excitement, while cool tones like blue and green signal trust and calm.
- Plan a primary, secondary and neutral colour. A balanced brand colour palette gives you flexibility across print, packaging and digital design.
- Stay consistent across every touchpoint. Use the same shades on your logo, website, signage and uniforms to build instant brand recognition.
- Test your palette with real designs. Tools like VistaPrint’s Logomaker let you preview how your colours for branding look in use before you commit.
Why brand colours matter
“Colours, like features, follow the changes of the emotions.” – Pablo Picasso. At VistaPrint, we see this every day when helping small businesses choose colour palettes that spark emotional connection and customer trust.
What do you think of when you hear the word “love?” Whether positive or negative, it most likely conjures a stronger emotional response than when you hear a phrase like “bike rack.”
Emotions are powerful and (whether we like it or not) drive our decision-making. As a small business, you want your customers to feel something when they see your brand. The problem is you can’t tell your company’s entire life story in a logo or storefront—but branding colours provide a shortcut straight to your customers’ hearts.
One of the most famous colour theorists, Faber Birren, wrote extensively on the link between colours and our emotional state, particularly in his book Colour Psychology and Colour Therapy. Just like the words “love” and “bike rack” elicit different emotions, colours like red and blue both create different human responses as well. Even more interesting, the same colours tend to provoke similar responses in different people; in other words, yellow evokes similar feelings in people from Montana to Timbuktu. This extends even to shades of individual colours, so deep dark blue and light sky blue will also have different effects.
Colour theory is intrinsically tied to mankind’s history, as you can see from the page in an 1826 manuscript by Charles Hayter.
Colour theory goes a lot deeper than “pink is a pretty colour.” Psychologists link it to the very evolution of humans; connections with certain colours developed after years of associating them with particular objects. A blood red, for example, puts people on alert for danger nearby; the browns of dirt and rotten food tend to be unappetizing.
This isn’t always accurate—after all, farmers (and chocolate lovers) might love the colour brown, but when considering millions of years of biological conditioning, it’s easy to see how affiliations to colours go beyond mere preference… something humanity has known for quite some time now.
Colour theory infographic:
And let’s not forget the cultural associations. A clear example is the way Americans associate green with money because the currency is the colour green. People from other countries wouldn’t necessarily understand the phrase “spending greens,” but a company “going green,” however, would resonate with most people.
There’s plenty of research to show that brand colours impact behavior. It’s not if they work, but how you make them work for you. With mountains of evidence, it’s not a question of ”Do brand colours work?” but rather “How do I make brand colours work for my business?”
“Colour helps your brand gain instant recognition. It’s almost like having a familiar face in a crowd! Think McDonald’s iconic yellow and red, Tiffany’s blue and Starbucks’s green. Customers are almost always able to immediately identify the brand based on colour alone! So the more consistent your colours are across all your touchpoints, the more you’ll be able to stand out and stay top of mind.“— Mary Pho, Art Director at VistaPrint
Here are a few standout examples of businesses that nailed their colour schemes, boosting brand awareness and, ultimately, their bottom line thanks to a smartly chosen palette.
Businesses that nailed their brand colours
Glossier
Source: Glossier branding colours from the Glossier Brand Book via Issuu
Colours: Pink and white
Glossier’s signature soft pink and white palette captivates young, modern women. Pink brings to mind youth, warmth and femininity, perfectly matching the brand’s minimalist beauty ethos. White serves as a clean canvas, showcasing the simplicity and purity of the products. Plus, this colour combo is incredibly Instagrammable—a major win for appealing to a Gen Z audience.
Mailchimp
Source: Mailchimp’s brand colours via Brand Colour Code
Colours: Cavendish yellow and black
Mailchimp’s vibrant yellow stands out in the tech world, typically dominated by blues and greys. It conveys energy, optimism and a friendly vibe, perfectly matching the company’s mission to make marketing fun and accessible for small businesses. Black adds professionalism and contrast, keeping the brand credible and strong.
Aesop
Source: Aesop’s colour palette incorporated on the brand’s website via Dejimastudio
Colours: Neutral palette (black, white, beige)
Aesop’s minimalist, neutral palette reflects the brand’s commitment to high-quality, natural skincare ingredients. It evokes sophistication, purity and timeless elegance, appealing to a discerning clientele.
Spotify
Source: Spotify’s brand colour palette via Spotify for Developers
Colours: Green, black and white
Spotify’s unique green is refreshing and vibrant, making it stand out in tech and music streaming. It symbolizes growth, energy and youthfulness, aligning with the brand’s dynamic platform. Black adds a sleek touch, while white ensures clarity and simplicity. Its recognizable green has become an integral part of its brand palette across all touchpoints, from app interface to marketing.
Figma
Source: Figma’s brand colour palette via Figma
Colours: Black, green, red, blue and orange
Figma’s diverse palette represents creativity, flexibility and collaboration. Each colour highlights different aspects of the design process, appealing to a wide range of designers. Bold, primary colours make the brand memorable and visually stimulating.
VistaPrint helps small businesses achieve the same consistency with their own colour palettes, whether it’s on business cards, signage or branded apparel.
How to apply your brand colours consistently
Using your brand colours across printed materials, packaging and digital assets helps customers instantly recognize your business. How consumers feel about a brand has more pull than what they think about a brand. Pair that with the fact that we know certain colours evoke certain emotions, and voila, your brand colours have the ability to impact your sales or performance even more than the products you offer.
Repetition of the same colour can strengthen brand awareness, too. When was the last time you saw a Coke can that wasn’t red? Given enough exposure, colours become part of a brand, so you want to encourage this association by using your brand colours consistently.
Just for the sake of organization, here are the most common areas you’ll be using your branding colours:
- Logo
- Website
- Storefront
- In-store design
- Staff uniforms
- Advertisements
Best Buy chooses a smart colour scheme of a dominant blue and passive yellow, a complementary pair as we explain below. Blue carpets, blue walls, blue shirts for employees—one glance at this picture and you know you’re not in RadioShack.
By using the same colours in all your business ventures, you strengthen your brand’s association with those colours and, by extension, strengthen brand awareness as a whole.
What this all amounts to, at least for branding, is that you must choose your branding colours carefully, as they’ll have a direct influence on your brand identity. Pink may be your personal favorite colour, but it might be the worst for your business goals. But before you even decide on the colours you want to represent your brand, you must first determine your ideal brand personality.
“The goal is to figure out the right colours to build the emotional connection that you want with your customers.”— Mary Pho, Art Director at VistaPrint
How to choose brand colours based on your brand identity
Before selecting your brand colours, it’s important to define your brand personality and audience. Red has done wonders for Target’s brand personality, which is energetic, youthful and loud. But red wouldn’t work for a company like Casper Mattresses, which cultivates a brand personality that’s calm and relaxed, denoting a good night’s sleep.
Choosing your branding colours is easy if you know what you’re trying to communicate. One of the earliest steps in building a brand is determining your brand personality. Think of your brand like a person: Who are they, and what do they care about?
“First things first, you need to determine your brand’s personality – who are you, what is your vibe and what do you want customers to think whenever they think of you? Once you’ve defined your brand persona, you can even play around testing different color palettes and seeing how people’s perceptions shift, since not all color meanings are universal. The goal is to figure out the right colours to build the emotional connection that you want with your customers.”— Mary Pho, Art Director at VistaPrint
Once you establish what your brand personality goals are, how do you determine which colours will work best? It starts with learning the emotional associations of each colour.
Brand colour meanings: A quick list
Here’s what some of the most common brand colours represent and how they can shape customer perception. We’ve put together a summary of brand colour meanings and the effect that different branding colours can have on people:
Red: Passion and urgency. Great for calls to action when used sparingly.
[SWATCH: #E53935 | Alt: Red brand colour swatch]
Orange: Playful and energetic. Useful for friendly, approachable brands.
[SWATCH: #FB8C00 | Alt: Orange brand colour swatch]
Yellow: Optimism and affordability. Use with care at large coverage.
[SWATCH: #FDD835 | Alt: Yellow brand colour swatch]
Green: Growth, balance and nature. Trusted across finance and wellness.
[SWATCH: #43A047 | Alt: Green brand colour swatch]
Light blue: Calm and open. Works well for services and healthcare.
[SWATCH: #42A5F5 | Alt: Light blue brand colour swatch]
Dark blue: Security and professionalism. Common in banking and tech.
[SWATCH: #1E3A8A | Alt: Dark blue brand colour swatch]
Purple: Creativity and premium positioning.
[SWATCH: #8E24AA | Alt: Purple brand colour swatch]
Pink: Modern, warm and youthful.
[SWATCH: #EC407A | Alt: Pink brand colour swatch]
Brown: Earthy and traditional.
[SWATCH: #6D4C41 | Alt: Brown brand colour swatch]
White: Simplicity and clarity.
[SWATCH: #FFFFFF with border | Alt: White brand colour swatch]
Grey: Neutral and mature.
[SWATCH: #9E9E9E | Alt: Grey brand colour swatch]
Black: Bold, modern and luxe.
[SWATCH: #000000 | Alt: Black brand colour swatch]
Keep in mind that the effect of your branding colours depends on the style and design they are used in, as well as the colour combinations you choose. This is an abridged version; our connection to colour goes a lot deeper than this—for example, too much yellow can actually cause overstimulation.
When thinking of brand colours, consider their impact on your logo and vice versa and the meaning they convey. To help you choose the best colours for your brand, check out our video below on how to choose the perfect logo colours for your brand!
When it comes to handing over all your money to someone, trust is paramount. That’s why there’s so much blue on the website for Chase Bank and other financial institutions.
If you’re going for a single-colour brand, the hard part is already over. But for most of you, you’ll want a more involved colour scheme with a variety of colours. As if choosing one colour wasn’t hard enough, now you have to choose multiple colours and make sure they combine in the way you want.
Need some inspiration? Check out these stunning logo colour combinations to inspire your brand colours!
Step-by-step, build your brand colour palette
Obviously, there’s no one right way to pick your branding colour scheme. When dealing with abstracts like brand identity, there aren’t any hard-and-fast rules, just smart ways to make the process easier. That said, the process can be daunting and confusing, so a little guidance is helpful. Here, we’re going to explain a process for building a colour scheme that you can use more as a framework, and less as step-by-step instructions.
1. Plan on choosing 3 colours
Your base, accent and neutral colou. Brand colour schemes can have between one and four colours, depending on the type (see below). Even monochrome schemes, where there is only one colour, require some variation in hues for different purposes and accents.
2. Choose your base
Of all your brand’s personality traits, which one is most important? Your base colour should reflect not only your brand personality’s most dominant trait, but also appeal to the target audience you’re trying to reach. You’ll choose the remaining colours based on how well they match with this one.
3. Choose your accent
Your accent will be the colour you use the most after your base colour. This is a bit trickier than choosing your base colour because there are more restrictions: Aside from matching a brand’s personality trait, your accent colour must also visually pair with your base colour and appeal to your audience.
4. Choosing your neutral
Your neutral colour will most likely be a background colour, something chosen to avoid attention. Typically, these are different shades of grey, but beige, white and off-whites work well too. Black is also an option, but be careful; it tends to dominate any color scheme it’s a part of.
Classic Coors is an affordable beer that appeals to a more mature, masculine customer. The brand uses a dark blue to indicate maturity. The light yellow acts as a great contrast against the dark blue.
Throughout the process of choosing your branding colours, you have to keep in mind the end goal: What kind of colour scheme are you using? Typically, brands use one of these common brand colour schemes:
When choosing branding colours, the colour wheel is one of your greatest aids. The locations of colours to one another on the wheel.
- Monochromatic: When you have one personality trait that you want to focus on, a monochrome scheme will emphasize the meaning of that one brand colour. While great for minimalist brands, the challenge here is differentiating the hues and shades enough that your sight doesn’t become visually stunted.
- Analogous: Colours next to each other on the colour wheel have harmonious relations, since adjacent colours usually have similar emotional connotations. Analogous schemes are safe bets, but as such, not the best for standing out or drawing attention.
- Complementary: Colour complements—or opposites—are colours directly across from one another on the colour wheel. Because they’re opposites, they bring out the best in each other when paired; you see complementary colors a lot in sports teams. Complementary colour schemes are great for dynamic, stimulating visuals, but be careful of copying another brand since they’re so popular.
- Triadic: A stable branding colour scheme, triadic colours are drawn in equal parts for three different sections of the colour wheel. Triadic schemes are stable like analogous themes, but offer a more stimulating variety like complementary schemes. The hardest part is getting the three colours to coincide with the traits of your brand identity.
How your branding colours combine will come up again and again in many different aspects of your business. Your brand colour scheme determines the look of your website, logo, store design, advertisements, etc., and even trickles down into minor appearances like your social media account. So choose them all carefully.
If you’re not sure where to start, experiment with a colour palette generator or create a custom palette using your favorite shades as inspiration. You can also test your colours on real products using VistaPrint’s Logomaker or custom business cards to see how they look in print.
by BATHI via 99designs by Vista.
Know when to colour outside the lines
Choosing colours for branding is part science, part intuition. While guides like this can help, your best palette will always come down to what feels authentic to your brand. Treat this article more as a rough guideline or an educational resource to help you make informed decisions about your small business. But above all, don’t neglect your instincts. The main consideration of colours is their emotional connection, so don’t neglect your own feelings when deciding on your brand colours.
Want to see your brand colours in action? Try the VistaPrint Logomaker to test how your palette looks on real designs.
FAQs about brand colours
How many brand colours should I have?
Most businesses use three: a base, accent and neutral colour. This ensures flexibility and consistency across all designs.
What’s the difference between primary and secondary colours?
Primary brand colours are the core of your visual identity, while secondary colours support and expand your palette for variety.
Can I change my brand colours later?
Yes, but do it strategically. Update all marketing materials at once to maintain consistency.
What’s the easiest way to create a brand colour palette?
Try a colour palette generator or VistaPrint’s Logomaker to experiment with combinations that match your style.
How can I make sure my brand colours print accurately?
Digital colours (RGB) can look slightly different when printed (CMYK), so always check your palette in both formats before finalizing designs. You can order a small print sample from VistaPrint to see how your brand colours appear on paper, fabric or signage before doing a full run.
