The Psychology of Color: Choosing the Best Colors for Your Brand Identity

Choosing the right colors for your brand is kind of a big deal. Colors aren’t just pretty accents; they set the tone for your entire business, help communicate who you are, and connect with your audience on an emotional level. So, whether you’re launching a new business or looking to refresh an existing one, picking the right color palette can make all the difference!

In this guide, I’ll walk you through how to choose the right colors for your brand and the psychology behind them.

1) THE PSYCHOLOGY OF COLOR

Here’s where things get interesting: every color makes us feel something. And because humans are emotional creatures (who knew, right?), we automatically associate certain feelings and qualities with specific colors.

Here’s a cheat sheet of common color meanings to kickstart your thinking:

Red: Passion, energy, excitement. If you want people to sit up and take notice, red’s your friend.
Blue: Trust, calm, professionalism. This is why you’ll see blue everywhere in industries like tech and healthcare.
Green: Growth, nature, wellness. Perfect for brands focusing on health or sustainability.
Yellow: Optimism, happiness, positivity. A little sunshine goes a long way!
Purple: Luxury, creativity, wisdom. Think high-end, artistic vibes.
Black: Sophistication, security, modernity. Sleek and stylish, black is great for brands that want to appear bold and upscale.
White: Simplicity, clarity, and minimalism. Ideal for brands that want to keep things clean and straightforward.

When choosing your primary brand color, think about what you want people to feel when they interact with your business. Excited and energized? Calm and secure? Happy and inspired? Your color choice will do a lot of heavy lifting!

2) KNOW YOUR AUDIENCE AND INDUSTRY

Now that we’ve dived into color psychology, let’s talk about your people. Who’s your target audience, and what colors will resonate with them? The colors you choose should reflect their tastes and expectations as much as your brand’s personality.

For example:

If you’re designing for a wellness or eco-friendly brand, greens and earthy tones might be a hit.
If you’re working with tech startups or professional services, blues and greys tend to convey trust and reliability.

But.. you don’t have to stick to these rules. Want to be a creative brand that stands out in the corporate world? Go bold with a pop of orange or purple! Just make sure your colors match the energy of both your brand and your audience.

3) CHECK YOUR COMPETITORS

While it’s important to stand out, it’s also good to take a peek at what your competitors are doing. Are they all using the same color schemes? Great! That’s your chance to break the mold and go for something unique.

However, if there’s a reason certain colors dominate your industry—say, blue for financial services because it screams “trust us with your assets!”—you don’t want to stray too far and confuse potential clients. Your goal is to be distinct but not alien.

4) CREATE A BALANCED PALETTE

So you’ve got your primary color. It’s time to build out your brand’s full color palette. Think of your palette as a well-coordinated team:

Primary Color: Your brand’s star player—the color people will most associate with your business.
Secondary Colors: These are your backup dancers, adding depth and variety to your brand. Choose two or three that complement your primary color.
Accent Colors: These bring the pop! Use them sparingly, but strategically, to draw attention to specific elements like buttons on your website or key call-to-action areas.

Here’s a pro tip: Make sure your palette stays simple and clean. Too many colors can overwhelm your audience (and your designs). Stick to 3-4 colors for a sleek, cohesive look.

5) CHECK THAT YOUR COLORS WORK EVERYWHERE

Your brand colors will show up everywhere—your website, social media, business cards, flyers, you name it. That means your colors need to look great on screens and in print.

Here’s how to make sure your colors hold up:

Test them across platforms: Usually, colors look different on screens vs. in print. Digital colors should be in RGB color model. Designs for print should be in CMYK color model. Do a test run to make sure they look just as good in all mediums.
Ensure accessibility: You want everyone to experience your brand, so make sure your colors are accessible. High contrast between text and background is key, especially for web accessibility. A tool like WebAIM’s Contrast Checker can help with that.

6) STAY TRUE TO YOU!

At the end of the day, the most important thing is to choose colors that reflect you. Your brand colors should capture the heart of your business and convey that personality to the world.

Are you a fun, energetic business that makes people smile? Go bold with bright, playful hues. More focused on professionalism and calm? Stick with soft, neutral tones. The right colors will give your audience an instant feel for what your brand is all about, without saying a word!

Need help picking the perfect color scheme for your brand? I specialize in designing websites and brands that pop!