Every business starts with a vision – an idea that grows into a name and eventually, a logo. But beyond the design lies a critical decision many start-ups underestimate: choosing the right brand colours. These hues will define your business’s identity, give longevity, and resonate with customers for years.
Once chosen, brand colours often become a permanent fixture of an organisation’s identity. Changing
them later can be expensive and disruptive, requiring website updates, signage, packaging, vehicle graphics, and more. Yet, it is more than just a practical decision – it’s an emotional and psychological tool that reflects a brand’s energy, evokes feelings, and shapes how a business is perceived. Selecting the wrong palette could spell disaster, especially in competitive industries or global markets where colours carry different cultural meanings.
Scott Evans, Managing Director of Pink Storage, who has a branding and graphic design background, paints the picture on what tones symbolise and how they contribute to a brand’s success.
Psychology of colour
Red – shouting intense passion and urgency, this is a bold choice associated with excitement and action, making it popular for food brands, retail, and entertainment. However, red may denote luck in China, it can represent danger in Western cultures so needs to be used carefully.
Blue – Blue, one of the three primary colours, is the most commonly used in branding. It’s a popular choice for financial institutions and healthcare providers aiming to inspire confidence and stability. Blue conveys trust and seeks to provoke calm.
Black – holding a timeless appeal as it’s simple yet oozes confidence and sophistication. Similarly, black creates a sense of exclusivity and premium quality. Luxury brands often use black to reinforce high-end status and to evoke authority.
Green – known for growth, nature, and sustainability, green is an ideal choice for eco-friendly brands and companies in the wellness and agriculture sector as it resonates with consumers who prioritise ethical practices.
White – A symbol of purity, simplicity, and cleanliness, white is often used in minimalist designs, offering calm and clarity. However, it can portray different meanings in various cultures, so global brands must carefully consider their target markets.
Yellow – radiating optimism, energy, and warmth this primary colour appeals to a young, dynamic audience, but too much yellow can look gaudy and might need some counterbalance to subdue it.
Orange – combining the energy of red with the optimism of yellow. It’s often associated with creativity, enthusiasm, and approachability, making it perfect for brands that want to stand out without overpowering.
Purple – representing creativity, luxury, and wisdom purple is deemed regal and is often used by premium products striking a balance between elegance and originality.
Scott, commented, “A brand conveys an emotional and often cultural bond with its target audience – nuances that should not be disregarded. Selecting the ideal colour scheme requires great consideration and foresight because it creates a lasting impression that clients will remember and trust.
“Consider the primary tone first, then expand your scheme to incorporate complementary tones, providing balance. Colours are the cornerstone of your identity and are just as significant as your name. Delivering immediate impact helps establish the positive connection you want with your target audience.”
For more information on Pink Storage, visit www.pinkstorage.co.uk
