Brand colour selection: How to choose the right colours

The selection of colours for your brand holds the power to either elevate its impact or diminish its potential. Colours have a profound ability to evoke emotions, influencing our decision-making processes in significant ways. When embarking on the journey of brand colour selection, it is essential to go beyond personal preferences and delve deeper into the strategic implications.

By understanding the profound connection between colours and human emotions, you can leverage their potential to create a lasting impression. Each shade and hue can evoke specific feelings and associations, establishing a subconscious link between your brand and its intended message. This process of brand colour selection goes far beyond mere aesthetics; it serves as a strategic tool to effectively communicate your brand’s essence.

Here we’ll explore the intricacies of brand colour selection and guide you through the process of choosing colours that align with your brand’s identity, resonate with your target audience and deliver the desired emotional impact. By delving into the psychology of colours and understanding their symbolic meanings, you will gain the insights necessary to make informed decisions that amplify the effectiveness of your brand’s visual representation.

So, let us embark on this journey of brand colour selection, unravelling the intricate relationship between colours, emotions, and the success of your brand.

Define your brand identity

What is your brand identity? Have you figured that out already or are you new to the search? No matter where you are in this process, the colours you choose to represent your brand should be considered a great asset. They will subconsciously communicate your mission, your values, the characteristics of the brand/business, as well as unique things about the company. Who knew that a brand could do all of that? How is this accomplished, you want to know??? Colour. 

Specifically evaluating these things can help you give characteristics to your brand. Those characteristics can be interpreted in colour form, which will read as the subconscious epitome of your entire brand. 

Decide who your audience is

Who is your audience? How do you want to attract them? How do you want them to feel when they view your content? How old are they? Where do they live? Why are they visiting, what are they looking for? What emotion will lead them to purchase from you? 

When considering your entire brand, and specifically your colours, you must know who your ideal audience is. The more specifically you can view that person in your mind, the stronger the brand you can create. 

Delve in to create your visual

Now that you can picture a clear audience, what colour(s) are they drawn to? Are they coming to you to find peace? Motivation? Inspiration? Are they coming to find valuable products? Education? 

Believe it or not, colours have meaning. They can create an emotion within your target audience. Thinking about the emotional outcome can often help you decide which colours will work best for your brand.

Yellow, for instance, is associated with joy. Blue can symbolise calmness and stability. Searching out the meaning of colours before selecting them for your brand can be a simple way to avoid miscommunicating who and what your company is.

Pinterest is a great resource when looking for ideas for your website. When you find colours you like, google what they mean for your brand. If you find yourself sitting there with a lot of information and confused, you are not alone. It happens to a lot of people.

Choosing the right colours for your brand is a crucial decision that can greatly impact how your brand is perceived. By delving into your brand identity, understanding your audience and considering the emotional impact of colours, you can create a visual representation that resonates with your target market.

Remember, colours have meaning and selecting the right ones can effectively communicate the essence of your brand. If you feel overwhelmed or unsure, don’t hesitate to seek professional guidance. Schedule a free consultation to receive expert advice and make confident decisions in your brand colour selection journey.