No.4 The importance of Colour - is your brand colours right for your business

Whether you are aware of it or not colour is very important in our lives and it impacts on everything we do somehow.  It’s in the clothing choices we make, the rooms we decorate, the products we buy (or not as the case maybe), signs and signals that tell us what to do and much more.  It’s a constant sign to our primal brain giving us visual signs about what we are seeing. For instance, is it fresh, is there danger a head or what season is it.  According to CCI, colour is a big influence on the decisions we make and opinions we form within 90 seconds of seeing an image, product, logo, etc. 

Different cultures & personal experiences of colour have an impact on what people subliminally think and feel when they see any particular colour and what it means to them.


For instance, lets take red. This symbolises many things like danger, blood, warning, passion and seduction. However, in some cultures, like China it’s a colour of good luck and in Greece it’s a symbol of heroism. In East Asia red denotes a rise in the stock market as oppose to western cultures that use green.  Another example is yellow. This symbolises the sun, happiness, egg yokes and optimism. However, it can also promote cowardice, caution and illness. In Japan on the other hand it represents courage.    

So as you can see with just two different colours it has different impacts on many people. So how do you as a small business navigate this potential mind field?


1.     Start with your target audience and who your business is aimed at. Research them and what they like, do or use.


2.     What are you selling and/or service you providing? Research them and the sector you are entering.


3.     Look at the colours you are thinking of using and look into their potential meaning to see if they help or hinder. If you are not sure on colours look at online at palette websites like  But only start with two main colours, introduce accent colours when you are happy with your main choice.


4.     Look at the different variances of your chosen colours to see if you have a personal connection to a particular tone or palette.  Try them on your brand name and look at images in that colour and see what is working for you and which feels the strongest. Also consider the tone of the colours you choose, as some people are more drawn to bright or pastel colours rather than darker versions of the same colour.  


5.     Don’t be afraid to go against the grain of your industries normal colour choices. Test the water with your chosen ones and get some feedback.


Whatever you choose you need to be consistent with its application in everything you do with your business, even down to what you or your staff might wear.  Having a strong personal connection to your business colours is also important.  This is because you have to feel comfortable about your overall brand to be able to promote it with confidence & energy. 


So to wrap up this short thinking point, remember your colour choices are just as important as your business name and final logo images. The colours you choose are a part of your first impression and can make a big impact with your customer base.  Colour sets your personality and intensions before you even meet you next customer.

A lovely colour guide that might help you make a good decision about your colours is 'Do you understand the Psychology of colour in Logo Design by  An easy to follow guide that will help you get your thinking cap on about your own brand.


Do you want to talk more about your business and colours? Get in touch or comments below.      

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