1 Principle And 3 Methods For Choosing Great Brand Colours

Leverage the subconscious impression of colour for your brand

The first principal

Branding Colour = Impression

It’s all based on impression because we recognise and interpret colours subconsciously. That impression is interpreted differently across cultures, for example red is a colour of love and anger in the west, but it represents prosperity and good luck in China. When it comes to branding, you must consider a few key aspects of colours: In your target market, what are the meanings of different colours? What are the associations with colours? And what colours are used by your competitors?

Methods of branding colour

  1. Psychology: What are you representing? You need to know the values and attributes associated with colours in the context of your audience’s cultures.
  2. Association: What are you relating to? You need to understand the existing associations with colour combinations based on usage in relevant cultures.
  3. Differentiation: What makes you different? You need to know the primary colours of your competitors and the personas associated with these colour

Method one

Making bold use of these colours in touchpoints will serve as free advertising. A great example of this is Monzo going with a bright coral card and blue gradient for a premium card. If you live in the UK, you’ve almost undoubtedly noticed one of these and wondered about who makes it.

Method two

Colour palettes

The 1 Principle You Need To Know For Design


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