Choose brand colours

Choosing the right colours for your business is a task that should not be taken lightly.

Colours convey an instant message. It is not a coincidence that brides wear white and the red in a traffic light means “stop”. Colours have the power to communicate information immediately, without using words. This is why choosing the colours that you will use to showcase your business is important.

The colour palette that you use for your brand will communicate a message to your customers, so it is worth spending a bit of time thinking about which ones to choose.

In this blog post I will talk you through how to choose the right colours for your business in 6 steps!

Disclaimer: This post may contain affiliate links. This means, I get a commission if you purchase through my links, at no cost to you.

Choosing colours for your business

How to Choose Your Brand’s Colour Palette

A colour palette is the group of colours that you will use to create your business collateral, including your logo, website, social media imagery, ads, stationery and more.

It is considered best practice to choose a colour palette (about 4-8 colours) for your business and stick to it, rather than using different colours every time.

The reason behind this is that you want to achieve a consistent look for your brand. You want customers to get familiar with the look and feel of your brand. This will help build a relationship with your audience and, in the long term, make your brand instantly recognisable.

1. Define your brand personality

Your colour palette needs to align with your brand’s personality. How do you want your business to be perceived?

It can help to think of your business as a person. If you walked into a room and met your business for the first time, what would they be like? Would they be formal or funny? Outgoing or reserved? What would they wear – high heels or trainers?

To help you define your brand’s personality, I have put together a list of adjectives below. Highlight the ones that best describe your business:

Now choose the top 3 words that best describe your brand’s personalit

Define brand personality

Now choose the top 3 words that best describe your brand’s personality. Write them down in a piece of paper. 

2. Define your ideal customer

Defining your ideal customer will help you showcase your business in a way that will resonate with them. Your favourite colour may be yellow, but – what will your ideal customer relate to this colour?

Here are some question to get your started when defining your ideal customer:

  • How old are they?
  • Where do they live?
  • Are they male or female?
  • Married or single?
  • What are their values?
  • What type of content do they engage with? Blogs, emails, videos, social media.
  • How old are they?
  • Where do they live?
  • Are they male or female?
  • Married or single?
  • What are their values?
  • What type of content do they engage with? Blogs, emails, videos, social media.

It can be a good idea to create an Ideal Customer AvatarThis is a fictional person (or people) that represents your ideal customer.

It can be very helpful to go through this exercise and create an ideal customer avatar for your business. Give them a name and a photo, and you can refer back to him or her as you brainstorm colour options for your business.

Check out this blog post for more information on how to define your ideal customer and to download a free ideal customer avatar template.

Free ideal customer avatar template

3. Explore colour meanings

Now that you have defined your brand’s personality, you will need to choose colours that will help you create that vibe for your business. It can be a good idea to check out Canva’s Library of Colour Meanings and Symbolism.

As the name suggests, this is a library that contains information about what different colours portray and symbolise. For example, according to Canva, this is the meaning of the colour pastel red:

“Pastel red is a shade of red, a color associated with intensity. Anger, energy, passion and danger are all linked with the hue, however pastel red’s softer hue means it is less likely to make that impression. Rather, pastel red’s dreamy appearance is more likely to be associated with love and romance, as it is close to the color of rose flowers typically given on Valentine’s Day.” (Source: Canva)

Pretty interesting, right? Have a look at a few colours and their meanings, and write down the codes of the ones that would best suit your brand (e.g #FF0000)

Canva Design Tools for Small Business

4. Search for inspiration

Now that you have chosen the colours that you may want to use for your brand, have a look around and see how other businesses use those colours.

You can have a look at what your competitors are doing. What works for others in your industry? What can you do to come up with a look that is different from others within your field?

Pinterest is also a great source of inspiration. Head to pinterest and search for your colour + branding (E.g: blue and gold branding) and see what ideas come up.

You can create a board on Pinterest to collect your ideas or use a more old-school (but still effective!) method of cutting and pasting images to create a visual board. Have a look through magazines and collect any colour combinations that catch your eye on a scrapbook.


Including colour palette, logo templates & font combination