The Power of Colour in Branding and Logo Design: What Your Palette Really Says
When it comes to branding, your logo is often the first thing people see. Colour is the first thing they feel.
Before reading a word or understanding what you offer, people instinctively form impressions based on your colour choices. In fact, up to 90% of a customer’s initial judgment of a product or brand is based on colour alone.
Source: Emerald Insights – Impact of Color on Marketing
So how do you pick colours that send the right message? And what do different colours really say about your brand?
Let’s break it down.
Red: Energy, Passion, Action
Red is bold, intense, and demands attention. It creates urgency, which is why it is popular in sales, fast food, and sports branding. Red signals power, excitement, and confidence.
Use red if you want to:
- Drive action
- Stir emotion
- Make a strong and disruptive impression
Note: Overuse can feel aggressive or overwhelming, so it is best paired with a neutral.
Orange: Friendly, Creative, Youthful
Orange combines the vibrancy of red with the cheer of yellow. It communicates enthusiasm, playfulness, and innovation. This makes it ideal for brands in tech, entertainment, or creative industries.
Use orange if you want to:
- Appear fun and energetic
- Connect with younger audiences
- Promote creativity and adventure
Yellow: Optimism, Clarity, Happiness
Yellow is the colour of sunshine. It evokes positivity, clarity, and joy. It is effective for attention-grabbing, especially in youthful or casual markets.
Use yellow to:
- Spark curiosity
- Inspire joy and lightness
- Create a warm and optimistic mood
Tip: Pair with darker colours for better readability and balance.
Green: Growth, Balance, Sustainability
Green is associated with nature, health, and renewal. It also signals financial growth, making it suitable for brands in eco, wellness, and finance sectors.
Use green if you want to:
- Emphasise sustainability or health
- Show balance and calm
- Reflect growth or prosperity
Blue: Trust, Professionalism, Security
Blue is the most trusted colour in branding. It represents credibility, calmness, and intelligence. This is why it is commonly used by banks, tech companies, and healthcare providers.
Use blue to:
- Build customer trust
- Communicate reliability
- Appeal to a broad audience
Stat: 57% of men and 35% of women say blue is their favourite colour.
Source: Colorcom – Why Color Matters
Purple: Luxury, Creativity, Spirituality
Purple has long been linked to royalty, imagination, and wisdom. It is often used in beauty, high-end, and wellness brands to create a sense of exclusivity and sophistication.
Use purple if you want to:
- Show uniqueness and luxury
- Appeal to creative or spiritual audiences
- Add elegance and depth
Black, White and Neutrals: Modern, Clean, Timeless
These are not traditional colours, but they are essential in branding.
- Black represents elegance, power, and modernity
- White stands for simplicity, clarity, and minimalism
- Grey offers neutrality, professionalism, and balance
These colours are frequently used by luxury and minimalist brands. They also serve well as base tones that let accent colours stand out.
How to Choose the Right Colour Palette
To build a strong colour palette, consider:
- What your brand stands for
- Who your target audience is
- What emotions you want to evoke
- What industry you operate in
For example, a wellness brand may lean toward green and white to suggest calm and clarity. A tech startup might prefer blue with orange accents to suggest trust and creativity.
Most successful brands use just two to three core colours. This keeps the identity consistent, recognisable, and adaptable across all platforms.
Final Thoughts
Colour is not just decoration. It is strategy.
The right colours can attract ideal customers, build emotional connection, and shape how your brand is perceived before a single word is read.
So instead of asking what looks trendy, ask this:
What do I want people to feel when they see my brand?
Choose colours that communicate clearly. Let them reflect the heart of your business.
