Colour is powerful when it comes to influencing how people perceive and remember your brand. Studies in colour psychology also show that up to 90% of snap judgments about products are based on colour alone (Institute for Color Research). In short — colour is not just about aesthetics; it's about strategy, emotion, and connection.
STEP ONE
Identify Brand values
Before choosing your brand colours, it is important to start with your brand’s personality. Your colour palette should reflect who your brand is at its core — otherwise, you’re just picking shades at random, which can leave you feeling overwhelmed and directionless. When your brand personality is clear, it becomes much easier to choose colours that align, connect, and communicate with intention.
When your brand adjectives are targeted—they reflect your values and resonate with your audience—you create consistency across every touchpoint, and clarity in your visual identity (yes, that includes colour choices). Adobe found that consistent branding can boost revenue by 23%—so every adjective you choose has ripple effects across your business.
STEP TWO
Choose a colour palette
Once you have established your brand values, you can begin designing the colour palette that aligns with your brand. Check out some colour palettes below to get inspired.
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