Colour is often the first thing people remember about a brand. The right brand colours make you recognisable; the wrong ones make you blend in.
Colour psychology basics
| Colour | Common associations |
|---|---|
| Red / Orange | Energy, warmth, urgency, creativity |
| Yellow | Optimism, attention, friendliness |
| Green | Growth, health, sustainability |
| Blue | Trust, calm, reliability |
| Purple | Luxury, imagination |
| Black | Sophistication, power |
Associations shift by culture and industry — use them as a starting point, not a rule.
Building a brand palette
- Primary — one hero colour that people associate with you
- Secondary — one or two supporting colours
- Neutrals — backgrounds, text and UI greys
- Accent — used sparingly for calls to action
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Pro tip: Follow the 60-30-10 rule: 60% neutral, 30% secondary, 10% accent. It keeps layouts calm and focused.
“Own one colour completely rather than borrowing five.”
Contrast and accessibility
Text needs a contrast ratio of at least 4.5:1 against its background (WCAG AA). Test every text and background pair, and never rely on colour alone to convey meaning.
Test colours in the real world
- Mock up your website, social posts and packaging
- Check on phones, laptops and in print (CMYK)
- Compare against competitors to stay distinctive
- Define exact HEX, RGB, CMYK and Pantone values
Want colours that work everywhere? We build complete brand systems.
Talk to us →Frequently asked questions
How many brand colours should I have?+
Usually one primary, one or two secondary colours and a set of neutrals.
Should I follow my industry’s colours?+
Know them, then decide deliberately — breaking the pattern can make you stand out.
Can I change my brand colours later?+
Yes, but do it as part of a planned refresh so every touchpoint updates together.
TKV Creatographics designs brand identities and colour systems that hold up across every medium. Talk to our team.