How to pick (and juggle) your brand colours

A practical guide for considering your brand colour choices that captivate the attention of consumers.

G'day Frank

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“How do you choose the colours that we’ll end up using?” is a question I’ve been asked a few times by clients. Sure there are a lot of variables that can go into colour choice but the ultimate goal I work towards for any client is picking a colour(s) they will be known for.

Colour choice for your brand is not about what colour you as the brand custodian (business owner) likes. That said, it can influence the final choice if you have options available.

I also believe that colour choice is less about what colours might imply psychologically when they are applied in the real world. That might be controversial but what I’m alluding to is the stereotypical inferences of what colours mean.

For instance, if green represents money, then every financial institution would use green. Or if green means nature, then every florist or garden centre would be using green in their branding.

They’re obviously not and it’s because colours mean different things to different people not just psychologically but also culturally, contextually and based on their gender or even their mood. While the perception of colour can even shift in relation to other colours or the time of day.

A great example of this, even though it’s not brand-related, is Uluru. A rock formation that stands 863m tall, is a natural wonder in the centre of Australia with nothing like it surrounding it. What makes it unique apart from its stature is the shift in colour during different times of the day and weather. From orange to pink, red to purple.

So where am I going with this? Well, I want to make this a useful guide when considering what colours are going to be used to brand your business.

To do so, I want to pose 5 practical considerations when it comes to colour choice that can help you create captivating moments of connection with consumers. In other words, developing an engaging brand…

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G'day Frank

G’day I’m Frank, a brand identity designer from Sydney, Australia