Choosing brand colours can be tricky and many entrepreneurs believe this is one of the first steps to take when they begin to build their brand. The majority will make their selection based solely on the colours they love or are drawn to; but there’s so much more to it than that.

If you want a visual brand which will remain relevant for years, then you need to dig deep and choose wisely. Refreshing your visual brand down the line is hugely time consuming and costly so it’s important to take the time to get it right at the beginning.

Choosing brand colours

Colours act as a visual aid to convey emotions, feelings and experiences. They are an important part of the branding ecosystem which helps your audience understand who you are and what your brand does. They work in harmony with your fonts, images, logo and graphics to help you communicate your unique brand story visually and help draw your dream customer towards you

So, whether you’re at the beginning of growing your brand, or looking to re-brand, think about the following points before you dive into choosing your colours…

1. Understand your colours

Getting your head around basic colour psychology is the first place to start. Colours symbolise things, make us feel emotions and trigger memories. Yellow, for example, provokes cheerfulness, warmth, fun and joyfulness.

Colours can also have spiritual and cultural associations which should be taken into consideration depending on who both you and your ideal audience are. For example, in China red represents vitality, long life, happiness, success, luck, recognition and fame whereas in Russia, red is associated with communism and revolution.

This is why doing your audience research first is so important when your building your brand!

To dig deeper and gain a greater understanding of colour and its meaning, check out

2. What’s your brand personality?

Colours can influence how your audience will perceive you. How you want to come across to your customers? What’s your personality? Are you bubbly? Confident? Soulful or fierce?

The colours you select should reflect who you are as a person especially if you offer a face-to-face (whether online or in-person) service. Even if you don’t connect this way with your customers, your colours need to be in-line with your brand’s tone of voice otherwise you’ll risk confusing your audience.

3. Who is your audience?

You need to know your audience as well as your best friend so you can understand what will appeal to them visually. What colours do they love or feel drawn to? Are you looking to appeal to women, men or to all genders? Are they soft and gentle or vibrant and powerful?

Dig deep and do your audience research BEFORE you choose your colours to make sure you improve your chances of catching their eye.

4. How you want your customers to feel after working with you?

Colours can mirror feelings so knowing how you want your customer to feel after they have worked or brought from you is key and can be represented in your colour palette. For example, if you want them to feel energised, confident and motivated, don’t choose soft, pastel colours. If your offering makes them feel calm and relaxed then having vibrant, punchy colours won’t work.

5. Who are your competitors?

Is there a standard colour palette which is used in your niche? How can you stand out rather than blending into the crowd? Don’t feel the need to follow current trends because they will change, just be true to who you and your audience are. If your brand is a disruptor in your niche, choose a colour which is different to everyone else’s!

6. Associated colours

Does the service you offer or the product you sell have any colours associated with it which you can use in your visual brand? For example, we’ve worked with a spiritual entrepreneur who sees certain colours which we were able to build into her branding.

“If you don’t consider all these factors, you run the risk of choosing colours which will need to be refreshed down the line, which is both costly and time consuming. Finding colours which reflects all the considerations will help you narrow down your final colour palette.”

Print off your favourite colour combinations

Choose several different colour palettes which are in-line with who you and your audience are and represent how you want your audience to feel after they’ve worked or brought from you.

Print them off and stick them to your wall and leave them there for several days. See which one stands out or speaks to you the most. Ultimately, this is your brand, your baby and you need to feel passionate about EVERYTHING to do with it if you want to blossom and grow!

Ask for opinions

Ask a few trusted people for their thoughts. Do they think the colours feel like you? How do the colours make them feel?

Don’t post colour choices on social media as everyone will have different opinions on colours depending on their own personal taste and experiences and they won’t all be your ideal customers; it will just confuse you! Go with you gut, what you know feels right for you brand.

Create a Pinterest moodboard

A great tip is to create a Pinterest mood board and collect brand visuals, fonts, colours or styles which appeal to you. Overall, you will begin to see a theme of what you’re attracted to which will play a part in helping you define the colours, fonts and styling of your brand.

We help women, who are the face of their brand, dig deep so they can create beautiful, authentic brands and have the confidence and clarity to enable both them, and their business, to blossom and grow.

If you would like help choosing your brand colours, contact us and book a free discovery call!

You can view some of the brands we’ve created here.

Jill Pryor and Emma Collins - Brand Clarity, Design and Visibility

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How to choose brand colours

Choosing brand colours can be tricky and many entrepreneurs make their selection based on the colours they love; but there’s so much more to it than that...