The psychology, strategy, and (let’s be honest) gut instinct behind getting your brand colours right.


If you’re stuck in Canva staring at six shades of beige and wondering why nothing feels quite right… this one’s for you.

Choosing your brand colour palette isn’t just about picking “pretty” colours. It’s about choosing colours that communicate something — about your values, your energy, your people, and the experience you’re creating.

And if your colour palette is all over the place, chances are your brand feels that way too.

Let’s fix that.

 

Why Colour Matters (More Than You Think)

Colour is often the first impression someone gets of your brand — before they read a word of copy or scroll past the first section.

And while there’s definitely a layer of gut feeling involved, colour is a strategic tool. When used well, it can:

  1. Build trust
  2. Spark emotion
  3. Signal what you do (and who you do it for)
  4. Make your brand instantly recognisable

Inconsistent, off-brand colour choices? They chip away at that trust.

But a cohesive, intentional palette? That’s when things click.

 

So… What Makes a Great Brand Colour Palette?

The best palettes aren’t just trendy — they’re functional, flexible, and feel like you.

As a good rule of thumb, your palette should include:

  1. 1–2 Primary colours – your signature shades that lead most of your design
  2. 2–3 Neutrals – to give your content space to breathe (not everything needs to scream for attention)
  3. 1 Accent colour – used sparingly to highlight calls-to-action or add energy

You want contrast. You want balance. You want enough variety to build scrollable pages and social feeds without it all looking like a rainbow.

 

Step-by-Step: Choosing Your Brand Colours

 

1. Start With the Vibe (Not the Trend)

Before you pick a single hex code, ask:

  1. How do I want people to feel when they land on my site?
  2. What energy does my brand give off?
  3. Calm? Bold? Playful? Luxe?
  4. What types of people am I trying to attract?

If your brand is all about fun, colour-drenched experiences and your palette is beige and navy… there’s a disconnect.

✨ Pro tip: Pinterest is your friend here. Start a mood board, pin with feeling in mind, and look for patterns in tone, texture, and temperature.

 

2. Look at the Psychology of Colour

Yes — colour psychology is real. But it’s not black and white (pun intended).

Different hues and saturations of the same colour can send totally different messages. Let’s dig into what that actually looks like in practice:

Blue

  1. Pale blue feels calming, clean, and spacious — often used for wellness, slow living, or luxury service brands.
  2. Royal blue brings boldness and authority — great for professional services and tech brands.
  3. Navy adds trust and tradition — commonly seen in finance, education, and legacy brands.

Red

  1. Cherry red feels fun, high-energy, and youthful.
  2. Deep burgundy leans more luxe and moody — perfect for fashion, beauty, or premium products.
  3. Rust or brick red has a grounded, earthy quality — often used in artisan or lifestyle brands.

Yellow

  1. Soft butter yellow feels warm and welcoming — think: cafes, lifestyle blogs, or baby brands.
  2. Bright lemon yellow grabs attention fast and reads high-energy, playful, or even disruptive.
  3. Mustard feels retro, warm, and grounded — a favourite in conscious and creative brands.

Green

  1. Sage or eucalyptus green feels fresh, soft, and calming — perfect for wellness or eco-conscious brands.
  2. Emerald suggests richness and growth — good for luxury brands, coaching, or money-related offers.
  3. Olive or forest greens feel earthy, mature, and stable — common in natural lifestyle or sustainability-led brands.

Purple

  1. Lavender has a soft, spiritual, or feminine quality — ideal for wellness or healing brands.
  2. Violet leans imaginative, artistic, and a little more whimsical.
  3. Deep plum feels elegant, moody, and a little dramatic — often seen in high-end fashion or beauty.

Black & White

  1. Pure black and white reads ultra-modern and sleek — perfect for minimalist or high-fashion aesthetics.
  2. Off-whites and soft blacks (like charcoal or cream) feel warmer and more lived-in — ideal if you want a polished yet approachable feel.

✨ Pro tip: The question isn’t “what does blue mean?”

It’s: “What does this shade of blue feel like in the context of my brand and my audience?”


3. Test for Flexibility

Once you’ve narrowed down a few colour options, test how they show up across:

  1. Buttons and backgrounds
  2. Text overlays
  3. Instagram graphics
  4. Product packaging or mockups

If everything feels too heavy, too loud, or hard to pair? It’s probably not the right mix.

✨ Pro tip: Always test your colour palette in context. A swatch on its own might look amazing — but how does it feel when used in a headline or behind a photo?

4. Make Sure It Has Range

We love a minimalist palette — but not at the expense of flexibility.

Your palette should give you options:

  1. Can you build contrast? (e.g. light on dark, or vice versa)
  2. Can you create depth with lighter or darker versions of your main shades?
  3. Do you have enough neutrals to balance the bold?

If you feel like you’re constantly struggling to design within your brand colours, you probably need a better system — not more colours.

 

What If You’re Still Stuck?

This is where our Brand Kits come in.

We’ve curated bold, strategic, designer-approved colour palettes (and matching fonts, logos, and brand marks) so you don’t have to overthink it.

Each kit is:

  1. Professionally balanced for flexibility and clarity
  2. Built for Canva (so no fancy design software needed)
  3. Easy to customise with your own flair
  4. Designed to make your brand instantly recognisable across every touchpoint

Because great branding starts with clear choices — and your colour palette sets the tone for everything else.

 

Final Word

If you’ve been trying to “feel your way” into a brand palette, this is your permission slip to pause, zoom out, and make an intentional decision.

Choose colours that support your story. That make your brand easy to recognise. That give you range and resonance.

And if you need a shortcut?

Start with a [Brand Kit] that already does the heavy lifting — and feel confident showing up, looking like the real deal.

Back to blog