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How do I choose the right colour palette for my brand?

Brand colours are an important design element that can have a significant impact on consumer perception and recall of a product or service. It is therefore important to think carefully about the colours you choose for your brands so that they properly reflect your business values and attract the attention of your customers.

Choosing the right colour palette for your brand can be a difficult task. The choice of colours for a brand can give different emotions and associations to consumers. Here are some important steps to help you choose the right colour palette for your brand:

  • Clarify your brand's mission and values. Define what your brand values are, what is important to your brand and how you want your brand to be perceived. For example, if your brand is designed to show youthfulness and freshness in a particular area, perhaps bright and vibrant colours such as yellow or orange would be a good fit.

  • The choice of brand colours should be based not only on aesthetic considerations, but also on psychological and emotional factors. A study on the psychology of colour is a good way to do this: look at the feelings and associations associated with different colours. For example, blue is often associated with calmness, confidence and professionalism, while red is associated with passion, energy and uniqueness. So choose the right colours to suit the message you want to get across to your audience and find potential new customers.

  • Pay attention to competitors and industry trends. Check the colour usage patterns in the industry or sector in which you operate and analyse competitors' examples. It is not desirable to directly copy the colour palette of others, but analysing the colours of competitors' brands can help you understand what colour combinations are successful and effective in the industry.

  • Look into colour matching. This is an important step to avoid too much or too little use of colour. Try different versions of colour combinations - experiment with different colours and colour combinations to see how they work for your brand. Often you may need to try several versions before you find the right one.

Let's take a quick look at some examples of brand colour choices in well-known companies. The Virgin Group, one of the largest and most influential companies in the world, has chosen the colour red. The company's founder, Richard Branson, chose red for a reason. It is the colour of confidence and energy. Another company that has chosen red is Coca-Cola.

The Bolt brand's choice of a bright green and white colour combination is another interesting example. The company's core idea is a vehicle-sharing service. Their long-term goal is to make the car-sharing solution completely carbon neutral by 2040. Their complementary services - Bolt Market, Bolt Food or Bolt Drive - are also part of their core objective. The choice of the colour green is often associated with ecology, environmentally friendly technologies and health, and brands using this colour aim to underline their commitment to the environment and to improving health. White in a brand can convey cleanliness, lightness, simplicity and elegance, and the use of white in a brand's visual identity conveys the quality, simplicity and modernity of its product or service.

The colours of the Milka brand are known worldwide. It is a combination of purple and white. These colours are very popular among Milka products and give them a distinctive and recognisable look. Purple is associated with luxury and quality and white with cleanliness and purity. These colours evoke a feeling of cosiness and comfort, reminiscent of the warm taste of chocolate itself. Also, these colours are often associated with calmness and pride, and can therefore trigger positive emotions and associations in consumers.

It's important that the colour palette you choose reflects the uniqueness and exclusivity of your brand and the needs of your target audience. So choose your colours carefully and thoughtfully, and consider the emotion you want to convey to potential customers.




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