Hey there, brand visionaries! When building a brand identity, one of the first things I’d start with is defining a brand colours. If you are stuck with choosing yours, this article might bring you some clarity.

Choosing the right colour palette for your brand is more than just picking your favourites; it’s about capturing the spirit of your business and creating a lasting impression on your audience. At Studio OAX, I work closely with entrepreneurs like you to create vibrant, meaningful brand identities that resonate on every level. So let’s dive into how you can choose colours that truly represent your brand and communicate your message effectively.

Why Brand Colours Matter

Colours are one of the first things people notice about a brand, and they carry powerful psychological effects. They can evoke feelings, convey messages, and set the tone for how people perceive your business. Think about the colours of famous brands – Starbucks’ green, for example, evokes a sense of calm and reliability. Colour psychology plays a big role here, but don’t worry; you don’t need a psychology degree to pick the perfect palette! Let’s look at some key steps to choosing your brand’s colours:

1. Understand Your Brand’s Personality and Message

First things first: What does your brand stand for? Every colour has its own emotional associations, so start by thinking about the vibe you want to communicate. For example:

• Red is bold, energetic, and grabs attention. It’s perfect if your brand is high-energy or adventurous.
• Blue conveys trust, stability, and calm – ideal for brands focused on professionalism or wellness.
• Green is refreshing, natural, and peaceful, a fantastic choice for environmentally friendly brands or wellness-focused businesses.

Consider the feelings you want your customers to experience when they interact with your brand. Are you aiming for bold and dynamic or calm and sophisticated? Defining these traits will narrow down the colours that align with your vision.

2. Think About Your Target Audience

Your audience plays a huge role in colour selection. Different age groups, cultures, and demographics interpret colours differently. For example:

• Younger audiences tend to respond well to bright, saturated colours, which feel playful and energetic.
• Older audiences may prefer more subdued, classic tones that feel mature and trustworthy.

If you’re a wellness brand catering to a diverse audience, for example, a balanced combination of green (natural, calming) and nude tones (trustworthy, professional) might work well.

3. Start with a Primary Brand Colour

When we work together on brand colour palettes at Studio OAX, I typically advise starting with a single primary colour that will serve as the foundation of your brand identity. This colour will show up frequently in your logo, website, and primary marketing materials, so choose one that best represents your brand’s personality.

Once you’ve settled on your primary colour, it’s time to create a supporting colour palette. This might include:

• Accent colours that add variety and visual interest
• Neutral colours for backgrounds, text, and elements that need to be subtle

4. Create a Cohesive Colour Palette

To create a balanced palette, try to include a mix of shades that complement your primary colour without overwhelming it. I typically build brand colour palettes with:

• A primary colour: Your main brand colour, representing the essence of your brand.
• Two to three complementary colours: These support your primary color and add depth to your branding.
• Neutral colours: Think whites, beiges, grays, or blacks for backgrounds, text, and supporting elements.

5. Test, Refine, and Get Feedback

Once you’ve built a palette, test it across different mediums. How do these colours look in print, online, and in your social media templates? Remember, the colours should be consistent and effective on all platforms to strengthen brand recognition. And don’t forget to get feedback! Ask friends, family, or trusted clients if the colours align with your brand’s vibe and message.

6. Apply Your Brand Colours Consistently

Once you’re confident in your palette, apply it consistently across all brand materials to create a cohesive and recognisable look. Whether it’s your website, social media, or printed materials, maintaining consistency will help reinforce your brand identity and build trust with your audience.

The Studio OAX Approach to Brand Colours

Working with Studio OAX means you’re not going through this process alone. Together, we’ll explore your brand’s personality, audience, and message to build a colour palette that’s both beautiful and meaningful. With tools like moodboards, creative direction, and brand guidelines, you’ll have a clear visual direction for your brand that feels authentic and intentional.

Choosing colours might feel overwhelming, but it’s an exciting step in bringing your brand to life. Ready to build a palette that pops? Let’s chat about how we can make your vision come alive through a colour palette that perfectly aligns with your brand’s personality and goals. 🌈

And if you’d like to start building your brand before we speak, my FREE 12-step guide that will get you clarity on your brand vision might just be right for you. I am also hosting an Online Branding Workshop in which you’ll learn everything about Colours, Logo Design and Typography in 2025 – get your name on the waitlist now :)

Lots of love,

Lara