How to pick (and juggle) your brand colours

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

“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…