How To Leverage Colour Theory to Elevate Your Brand

a colourful shop front window counter

How To Leverage Colour Theory to Elevate Your Brand

How do you make decisions about the purchases that you make? The cost was more than likely the first response you had to that question. At Dezzo however, research has shown that consumers typically make emotion-led decisions, and what provokes emotions even stronger than words or images? Colour.


How Colour Can Elevate Your Image

From logos, stationery, and business signage, these all need to be branded to increase your organisation’s visibility. Keep reading this blog post to discover three ways that you can leverage colour theory to elevate your brand.

1. Define Your Goals

Even though your target audience will have different personal preferences and interpretations of colours they like, many colours elicit the same response from people. Having clarity about what you want your target audience to feel about your brand is key to boosting the benefits colour theory in branding. The colours that you choose to represent your business also have the power to communicate business values so also bear that in mind when you are choosing a palette.

2. Understand the Psychology of Colour

The colours of your brand will provoke emotional responses in the audience, so once you know what you want the audience to feel, you can explore the colours that will provoke these feelings.

Yellow: optimistic and youthful, yellow is used to grab attention.
Red: passionate, energetic, and urgent, red increases heart rate and is often used to promote sales.
Blue: technology firms and banks often use blue because of the dependable, security, and trust the colour offers.
Green: health, balance, harmony, and healing, green is easy for the brain to process and used to promote relaxation and eco-friendly credentials.
Orange: friendly, cheerful, and even aggressive energy, orange provokes a strong call to action.
Pink: happiness, romantic and feminine, pink is used to sell products to women and girls.
Black: prestige, sophistication, power, and sleek, black is used for luxury products and services.
Purple: often used for beauty and anti-aging products, purple is creative, soothing, and calm.
Colour has the power to create positive or negative emotions, and so it is important that you understand the benefits colour theory in branding has to make it as powerful and memorable as possible.

3. Experiment

Colours impact people in different ways, so don’t be afraid to experiment with different palettes. You may have a clear idea about the main colour you want to use in your branding, but the supporting colours can also impact its success.

Choose at least three different palette options and create mood boards to see how the colours work together. You can then undertake market research with your target audience to understand which is more successful.

Analogous Colours

These are the colours that are adjacent to the dominant colour in the colour wheel. By using analogous colours, you can enrich your branding with subtle nuances.

Complimentary Colours

These colours are opposite to the dominant colour on the colour wheel and can create a high contrast palette for your brand.


Dezzo Branding is Your Partner in Producing Branding that Leaves a Mark

Creating a new brand is exciting but hard work. Investing time now to understand how colour can influence how consumers see and feel for your business will help you lay the foundations for a successful and sustainable business. Chat to us now to get more advice about how you can leverage colour theory and other sound marketing practices to boost your brand.