Colour Use in Branding
When you’re creating a brand, you don’t want to leave colour to chance. You see, in branding, colour taps into our emotions before we’ve even read a word.
In branding, colour is one of the first things people notice, and one of the fastest ways to spark an emotional response. That's why choosing the right brand colours isn't about preference, it's about strategy.
Here's our definitive guide to the psychology of colour, what each colour tends to communicate, and how brands (and you) use it to influence perception, trust, and desire.
Red
Energy, urgency, power
Red is a high-impact colour that naturally commands attention, and believe it or not, is actually known to increase heart rate. Making it an effective option for grabbing attention and stirring passion.
In the world of sports, red is thought to alter performance by triggering physiological responses that evoke a sense of dominance, aggression and pride. Red creates a sense of urgency. Think sales, excitement, or just bold confidence.
Use it when: you want to be noticed—and remembered
Who uses it: Coca-Cola, Netflix, Virgin
Orange
Creativity, enthusiasm, friendliness
Orange blends the confidence and energy of red with the optimism of yellow, creating a middle ground that is often used to communicate innovation, adventure and an approachable nature.
While red has a physical reaction on the human mind, orange has more of an emotional effect. It's an uplifting colour that inspires joy, helps to banish pessimism and its warmth is often used to encourage open conversation.
Use it when: you want to be playful, adventurous, and approachable.
Who uses it: Fanta, EasyJet, Nickelodeon
Yellow
Optimism, warmth, clarity
Yellow sparks joy and positivity—but use it wisely, as it can overwhelm. Much like red, yellow increases heart rate and creates a sense of urgency. This is why many fast food restaurants opt for yellow and red within their branding, the combination inspires quick decisions and spontaneity.
Yellow has connotations of optimism and positivity due to its connection to the sun and can provide psychological clarity. It promotes objectivity, boosts energy, and enhances alertness—thanks to the way our eyes process its wavelength before any other colour.
Use it when: you want to evoke positive emotions like happiness and energy, and convey a sense of warmth and optimism
Who uses it: McDonald's, IKEA, Post-it
Green
Nature, health, growth
Green is strongly linked to the natural world and often signals freshness, sustainability and balance. Green is strongly associated with environments that satisfy our fundamental needs, such as food and shelter, giving it a therapeutic effect that suggests sustainability, prosperity and stability. This makes it a go-to choice in both wellness spaces and financial branding. It encourages optimism and evokes a sense of security—there's a reason taking walks in nature are recommended when modern life feels overwhelming.
Use it when: you want to demonstrate eco-consciousness or wellbeing.
Who uses it: Spotify, Whole Foods, Tropicana
Blue
Trust, reliability, calm
Blue is the world’s most universally liked colour—safe, stable, and corporate-friendly. Blue lowers the heart rate, creating a sense of calm and tranquility. It has strong connotations of trustworthiness and reliability, this is why many finance brands favour blue as their brand colour.
Blue isn't only reserved for corporate businesses though. It also reflects transparency and purity, making it a go-to for health and wellness brands where relaxation and comfort are at the heart of their offering.
Use it when: you want to create a feeling of dependability and security.
Who uses it: Facebook, PayPal, IBM
Purple
Luxury, mystery, creativity
Historically associated with royalty and imagination, purple is viewed as a complex colour, symbolising luxury and exclusivity. Purple can be used to elevate a brand and add an air of sophistication.
Purple can also inspire creativity and innovation due to its vibrancy and connotations of bravery and courage. Purple encourages the pushing of boundaries and enlightenment, making it a favourite for creative brands that are doing something different.
Use it when: you want your brand to feel high-end, unique, or otherworldly.
Who uses it: Cadbury, Premier League, FedEx
Pink
Compassion, youth, playfulness
Once gendered, now reimagined. Pink is versatile—sweet or subversive. A fashionable colour, that conveys a sense of playfulness and simultaneously, tenderness, pink can be used across a multitude of brands.
Softer pinks have a soothing, peaceful nature, whilst brighter, more vibrant pinks are energetic and stimulating. No matter the shade, pink is a colour with particularly positive connotations, representing optimism and hope—the phrase rose-tinted glasses comes to mind.
Many brands shy away from using pink due to antiquated gender stereotypes, but pink is one of the most versatile colours and can be incorporated into many harmonious, balanced palettes.
Use it when: you want to lean into emotion, softness, or bold individuality.
Who uses it: Barbie, Cosmopolitan, Victoria’s Secret
What does your brand colour say about your brand?
If you need some advice on colour, or your brand in general, drop us a message below.
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