When establishing your brand, choosing your colours may seem like a trivial, straightforward task. Indeed, go right ahead with your personal favourite. Think again.

Up to 90% of snap judgments about a product are made based on colour alone

Red: Power, strength and fearlessness

The universal colour of enthusiasm, passion and energy, red might be perfect if your brand is playful, youthful, bold or noisy. Far from subtle, the colour red is bold enough to reduce analytical thinking and promote impulsiveness, which is why it is so popular in retail sales. Remember that the colour red can also be associated with rage, anger and defiance, so use it wisely!

Yellow: Joy, creativity and optimism

Typically considered positive, sunny, energetic and optimistic, yellow is primarily regarded as cheerful and can lift self-esteem when used effectively. Stimulating and attention-grabbing, yellow catches the eye more quickly than any other colour. It’s not all sunshine and daisies, though; too much yellow can also trigger frustration, fear and anxiety, so if yellow is your colour, use it sparingly!

Orange: Confidence, warmth and courage

Playful and refreshing, orange packs a punch and is a vibrant colour that combines the warmth of red with the joy of yellow. It is said that orange draws attention and possesses a playful, childlike appeal, inspiring feelings of courage, innovation and friendliness. Of course, it should be ensured that the brand ethos aligns with the colour orange before adopting it as the brand’s colour, as these traits can also lead to perceptions of immaturity and frivolity if misused.

Green: Nature, prosperity and hope

The colour green requires no adjustment when it hits the human retina, making it officially the easiest on the eye of all colours. As a result, green is considered calming, restful, and reassuring, and represents hope, growth, freshness, and balance. Green can also represent innovation, youth and vibrancy in brighter ‘zingy’ tones such as lime. As with all colours, though, if misused, green can have some negative connotations, including envy, sickness and jealousy, so use it with care.

Blue: Calm, loyal and reliable

Serene and calming, blue is the colour of the mind. It conveys clarity and communication, which is perhaps why it proves so popular with social media platforms. Blue is the most universally favoured colour, versatile in that its shades can mean various things. For example, while dark blue is associated with intelligence, stability and dependability, lighter tones are linked to creativity, serenity and optimism. But beware, as an excellent colour, blue can also appear icy, distant or cold.

Purple: Wisdom, creativity and luxury

Purple is often associated with royalty, wisdom, and creativity because of its rich, deep meaning. Many health and wellness companies use purple because it is associated with introspection, empathy, spirituality, and originality. Purple’s connotation of artistic ability makes it a good fit for companies with fresh ideas and original products. The campaign aims to raise awareness of the benefits and potential of furthering education. These advantages are available to students at Walsall College. As with all colours, however, purple can also convey snobbery, sadness and frustration when used in the wrong context.

Pink: Playfulness, romance and youthfulness

Traditionally associated with femininity, romance and sentimentality, pink has found a new lease of life and is currently bang on-trend. The rise of ‘rose gold’ millennial pink (a colour labelled genderless) has seen products flying off the retail shelves, while ‘Hot Pinks’ are said to fuel creativity and convey youthfulness, energy and fun. The tone is everything when choosing pink for your brand. While subdued and muted hues are considered calming, romantic and delicate, brighter tones are passionate, vibrant and confident.

Black: Power, luxury and strength

There can be no argument that black can make a powerful statement in branding. Bold and striking, black can be highly versatile, conveying power and confidence while also being popular for its classic, elegant appeal. Of course, we must consider shades of grey when discussing black, too. Mid-tones are the epitome of modern branding, with universal appeal, and they convey simplicity, intelligence, and a modern/sleek design. It’s no coincidence that Apple’s brand colour is grey.