Colors in Branding: How to Choose the Right Palette

Colors aren’t just for decorating. They can evoke specific emotions as well. Think of it, how fast food chains love yellow and red, why formal industries like banks and law firms usually have blue on, and how a tech store usually features sleek colors like whites, calming blues, and sharp blacks. 

The color choice here isn't just random. It is picked carefully based on what colors evoke what emotions. In a dress code of emotions, colors are the stylist. And what colors you choose for your brand can have a profound impact on consumers' perspective. 

In this guide, we’ll learn more about color and branding. So, let's get started!

The Psychology of Color in Branding

Colors do a lot of the talking before anyone even reads your copy. When your brand pops up in a feed or on a billboard, the colors you choose send a message all on their own. They set the vibe, create an emotional connection, and help get your message across without even needing words.

Designers and marketers know this inside out. It’s not just about picking something pretty — it’s about picking colors that’ll grab attention, hold it, and make people remember you.

Here’s a rundown of a few of the most common colors in branding, and the kind of emotions they trigger:

• Red: It’s bold, it’s high-energy, and it’s in-your-face. That’s why red is everywhere when brands want to catch your attention fast — think sale signs or “buy now” buttons. Coca-Cola and YouTube get a lot of mileage out of it because it pulls you in and keeps you engaged.
• Blue: It’s the safe bet for brands that want to look trustworthy, calm, and reliable. We see it in everything from banks (PayPal) to tech companies (IBM) because blue makes people feel secure.
• Yellow: Bright, sunny, and all-around happy. Yellow is the color of optimism. That’s why McDonald’s and Snapchat use it — it gives off a friendly, fun vibe that says, “Come hang out with us.”
• Green: Green’s all about nature, health, and growth. It’s the go-to for eco-conscious brands and wellness companies (Whole Foods) because it screams balance. Green also works in finance (TD Bank) because it’s linked to financial growth.
• Black: Sleek, sophisticated, and powerful. Think luxury, elegance, and style. That’s why Chanel, Nike, and other high-end brands use black in their logos. It makes them feel exclusive, like a must-have.

One thing to keep in mind — color meanings can change depending on where you are. In the West, white often symbolizes purity and weddings, but in many Eastern cultures, it’s associated with mourning. And while red’s all about urgency in the West, in China, it’s lucky and prosperous.

How to Choose the Best Colors for Your Brand!

Now, let’s get to the practical knowledge part of this guide and see how you can choose colors for your brand that best represent your energy!

1. Know Your Brand Personality

The first step in choosing the right colors is understanding your brand’s personality. Is your brand all about fun and energy, or is it more sophisticated and high-end? Your colors should match the tone and values that make up your brand's DNA.

• Fun and energetic? Go for bold, saturated colors like bright orange or hot pink.
• Serious and professional? Stick with muted tones or neutrals like navy, gray, or charcoal.
• Luxury? Think rich, deep hues — maybe purple, gold, or even sleek black to communicate exclusivity.
• Eco-friendly or wellness-focused? Soft greens, earth tones, and whites create a natural, calming vibe.

Once you’ve nailed down your brand voice, grab a color psychology guide and pick out the colors that best represent your energy.

2. Know Your Audience

Now that you’ve got your brand’s personality figured out, it’s time to turn your attention to the people you're trying to connect with — your audience. Their preferences should steer your color choices, because at the end of the day, it’s all about speaking their language.

• Age Group: Younger people usually go for bold, bright colors that pop. Older generations? They often gravitate toward more classic, understated tones that have staying power.
• Gender: Different colors speak to different groups. Think pastels for beauty brands targeting women, and darker, more rugged shades for men’s grooming products.
• Culture & Location: Colors mean different things in different parts of the world. For example, red might symbolize luck in some cultures, but it could signal danger in others. Be aware of these nuances to avoid any awkward situations.
• Values: Does your audience care about the planet? If so, they’ll likely connect with earthy greens and natural tones. For a tech-loving crowd, sleek metallics or cool blues might hit the mark.

By understanding your audience's vibe and how they respond to colors, you can create a visual identity that feels personal, builds trust, and connects with them on a deeper level.

3. Competitor Color Research

Before you settle on your palette, take a look at your competitors. What colors are they using? Are they all leaning toward the same palette? This research can help you decide how to stand out and what’s standard in your industry. 

• Trends in your industry: Health and wellness brands often use green, while finance and tech might lean toward blue. 
• Standing out: If everyone’s using muted tones, consider an accent color (like a bold coral or lime green) to make your brand pop. 
• Avoiding confusion: Make sure your colors set you apart and don’t overlap too much with other brands. You want to be remembered, not confused with someone else.

4. Building a Balanced Color Palette

Now that you’ve got a sense of your brand, your audience, and your competitors, it’s time to create a color palette that not only looks good but also works well for your brand.

A strong brand palette typically includes:

• Primary Color: The main brand color that appears most often (logos, buttons, highlights).
• Secondary Colors: Supporting colors used for variety – headers, icons, backgrounds.
• Accent Color(s): Used sparingly for emphasis or to draw attention (CTA buttons).

You can also explore different color schemes for harmony, like: 

• Complementary: Colors opposite each other on the color wheel.
• Analogous: Colors next to each other.
• Triadic: Three evenly spaced colors.

Additionally, don’t underestimate the power of white space and neutral tones (grays, beiges, off-whites). They help your main colors breathe and keep the visual experience from becoming overwhelming.

5. Testing and Flexibility

Branding and everything related to it is a continuous effort, not just a one-time thing. Your first color choice shouldn’t be your final one. It’s smart to test how your palette performs in real-world scenarios, especially for high-impact elements like:

• Call-to-action buttons
• Email headers
• Social media ads
• Website navigation bars

A/B testing different color combinations will show which ones drive more engagement or conversions.

Collect feedback from real users – what emotions do your colors evoke? Do they find the palette trustworthy, exciting, or calming? Make sure to act on the feedback.. 

Lastly, aim for a timeless color palette. Don't follow random industry trends, as they can die off quite easily. You can get a lot of traction by following them, but choosing a palette based on short-lived trends is not smart. Make sure that your final color palette represents everything your brand has to offer and stands the test of time as your brand scales!

Let Your Colors Speak Loud and Clear

Choosing the right colors for your brand isn’t just an aesthetic decision — it’s a strategic one. The palette you select sets the emotional tone, shapes how people perceive your business, and helps you stand out in a crowded marketplace. When done right, your colors work for you, silently reinforcing your brand’s voice, values, and vision at every touchpoint.

Your brand colors aren’t just shades — they’re signals.

And with Ethos, making sure those signals stay consistent across every design, team, and platform has never been easier. From logos to social templates, Ethos gives your brand one beautifully organized home for all your creative assets. Try it free for 30 days and experience effortless brand consistency.

Your color palette is part of your brand’s first impression! So choose thoughtfully, test purposefully, and commit confidently. When your colors reflect your brand’s true personality and speak to your audience’s expectations, you don’t just look good — you feel right.