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Fifty Shades of Marketing Grey: How to Choose the Right Brand Colours
- Rachel McMahon
- May 28
- 5 min read
Your brand’s colours aren’t just decorative—they’re strategic. Colour influences how people feel about your brand before they read a single word. In fact, research shows that up to 80% of snap judgments about a product’s appeal come down to colour alone (HubSpot). That’s powerful.
Think of the golden arches—your brain doesn’t say “McDonald’s cheeseburger,” it says yellow happiness. The moment you glimpse Starbucks’ green? Cozy, caffeinated calm. Brands like Coca-Cola have built century-long empires around colour consistency. Crimson red is Coca-Cola.
The takeaway? Great brands don’t just pick colours—they own them.
In this blog, we’ll explore how to choose the right brand colours, avoid the dreaded beige trap, and build a bold, beautiful palette that resonates with your audience and boosts your brand’s performance—especially for small businesses and event marketers looking to stand out and sell more.
What You’ll Learn:
The psychology behind each colour—and how it speaks to your audience
How to build a palette that fits your brand personality
Real-world brand examples that nailed their colour strategy
Practical tips tailored to small businesses and event pros
The Psychology of Colour: What Each Hue Says About You
Every colour sends a message. Smart brands use colour to communicate nonverbally with their audience.
Here’s a quick cheat sheet:
Blue - Trust, security, professionalism Popular with banks and tech firms—because blue whispers “we’ve got you.”
Green - Health, growth, nature Go-to for eco-conscious, wellness, and financial brands.
Red - Passion, energy, urgency Great for impulse-driven CTAs—but too much can signal danger.
Yellow - Optimism, cheer, warmth Vibrant and attention-grabbing. Think joy, sunshine, smiley faces.
Purple - Luxury, creativity, sophistication Elegant and imaginative—perfect for beauty, arts, and high-end services. (Exactly why CDM rocks purple: bold, brainy, and just the right amount of boujee.)
Orange - Fun, friendliness, affordability Energetic and inviting—great for food, entertainment, and casual brands.
Black - Elegance, power, authority Minimalist and timeless. A staple for luxury and fashion.
White - Simplicity, clarity, purity Common in tech and healthcare for a clean, fresh aesthetic.
Pro tip: Warm colours (reds, oranges, yellows) create energy. Cool colours (blues, greens, purples) create calm. But context matters—don’t follow the rules blindly.
Example:
While most UK energy providers use safe blues and greys (EDF, E.ON, British Gas), Ovo Energy stood out with bold lime green and purple. It’s fresh, youthful, and eco-conscious—and it reinforces their sustainable brand mission.
Pick Your Palette: How to Choose the Right Brand Colours
Let’s break it down into a practical framework:
Start with Your Brand Personality
List 5–10 adjectives that describe your brand (e.g. confident, approachable, eco-friendly). Use these to guide your palette.
Example: A kids’ party planner might lean into vibrant oranges and yellows. A luxury skincare brand? Likely soft purples or golds.
Know Your Audience
Who are you speaking to, and what feelings do you want to evoke? Younger audiences tend to love bold, trendy colours. More mature audiences may gravitate toward classic or muted tones.
Study the Competition—but Dare to Be Different
Check what colours dominate in your space. Then decide: do you want to blend in or boldly stand out?
Stick to 1–3 Core Colours
Use the 60/30/10 rule:
60% primary
30% secondary
10% accent
This helps create visual consistency without overwhelming your audience.
Play With Contrast and Harmony
Use complementary colours (opposites on the wheel) for bold contrast. Try analogous colours (next to each other) for a harmonious vibe.
Test It in the Wild
Don’t assume—ask. Run a poll. Show mock-ups. Watch reactions. You’ll quickly learn if your palette clicks or clashes.
Colour Psychology in Action: Brands That Get It Right
Let’s look at some smart colour choices in the real world:
Coca-Cola – Iconic red + white. Red = excitement; white = purity. Together? “Open Happiness.”
McDonald’s – Red triggers hunger and urgency, yellow = warmth and joy.
Starbucks – Green = growth, relaxation, natural calm. A lifestyle, not just a latte.
Facebook – Entirely blue. Trust, clarity, tech confidence.
Owens Corning – Made insulation pink. A $42M gamble that paid off with instant brand recognition.
Weinerschnitzel – Switched to orange for affordability. Sales went up 7%. Colour moved the needle.
Across all these brands, the secret isn’t just the colour—it’s consistency. Logos, packaging, websites, uniforms—all aligned. When customers see your colour, they should think of you.
Quick Tips for Small Businesses & Event Marketers
Start with values: Match colours to what your brand stands for.
Study audience mood: Use colour to make them feel something.
Balance bold with neutral: Use vibrant hues for impact, grounded by whites, greys, or blacks.
Think context: Outdoor event? Use earth tones. Urban venue? Cool neutrals may work better.
Consistency is your superpower: Use the same colours across digital, print, signage, staff tees, everything.
Test + Tweak: Try different shades in social posts or promo materials. Watch what drives engagement.
Signed, Sealed, Colour-Coded
Colour isn’t just a branding detail—it’s a branding decision.
The right palette can instantly convey your brand’s essence, elevate your credibility, and stick in people’s memories. For small businesses and event marketers, it’s one of the simplest ways to look pro and stand out fast.
Just remember: psychology offers a guide, not a gospel. There’s no one “correct” colour—only the right one for your story.
So ditch the grey. Embrace the bold.
Ready for a Brand Colour Glow-Up?
Feeling stuck in a sea of beige? Not sure if your current palette actually works for your audience? Or just need a fresh pair of eyes? Let’s chat.
Book a free 30-minute brand colour strategy call – no pressure, just expert, tailored advice (and maybe a little tough love for that overused teal).
Let’s find the colours that make your brand impossible to ignore.
References
March Branding. The Power of Colour in Branding.
https://marchbranding.com/design-insight/power-of-colour-in-branding
Carleton University Print Shop. The Importance of Brand Colours and How to Pick Them.
https://carleton.ca/theprintshop/story/the-importance-of-brand-colours-and-how-to-pick-them
ResearchGate. Colours in Branding: Creating Brand Identity and Influencing Consumer Perception.
Create8. Colour Psychology in Branding.
Forbes Tech Council. The Psychology Of Color: Five Ways You Can Use Color To Build Brand Identity.
Help Scout. The Psychology of Color in Marketing and Branding.
ResearchGate. The Value of Color Research in Brand Strategy.
https://www.researchgate.net/publication/322051667_The_Value_of_Color_Research_in_Brand_Strategy
Branding Strategy Insider. The Importance of Color in Brand Strategy. https://brandingstrategyinsider.com/the-importance-of-color-in-brand-strategy
Ignyte Brands. The Psychology of Color in Branding. https://www.ignytebrands.com/the-psychology-of-color-in-branding
HubSpot. What Are Brand Colors? [Definition + Examples]. https://blog.hubspot.com/marketing/brand-colors
Indeed. Brand Color Psychology: Meaning & Examples. https://www.indeed.com/career-advice/career-development/brand-color-psychology
Uxcel. Beginner’s Guide to Color Psychology in UX and Branding. https://uxcel.com/blog/beginners-guide-to-color-psychology
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