What Your Brand Colours Really Say About You

Here’s the truth: when someone first encounters your brand, they’re not reading your carefully written copy or dissecting your service list.

They’re taking in the visuals. And before fonts, before logos, before anything else, colour is what hits them first.

Colour is emotional shorthand. It skips logic and heads straight for the subconscious.

Red excites us, blue reassures us, black whispers sophistication. And in branding, those tiny emotional cues matter more than most of us realise.

They decide whether someone leans in with curiosity, trusts you with their attention, or clicks away in seconds.

Every colour tells a story. And whether you choose yours intentionally or by accident, that story is being told.

Here are some of the most common associations:

Red → passion, power, energy, appetite (think Coca-Cola, Virgin, Netflix)
Blue → trust, professionalism, calm, authority (think Facebook, LinkedIn, Barclays)
Green → growth, nature, reassurance, balance (think Spotify, Whole Foods, Land Rover)
Yellow → optimism, warmth, creativity, attention-grabbing (think McDonald’s, Ikea)
Black → sophistication, exclusivity, timelessness (think Chanel, Rolex, Prada)
White → purity, minimalism, clarity, space (think Apple, Tesla)
Purple → luxury, creativity, spirituality, originality (think Cadbury, Hallmark)
Orange → friendliness, enthusiasm, approachability (think EasyJet, Fanta)
Pink → playfulness, charm, youthfulness, empowerment (think Barbie, Victoria’s Secret, Glossier)

Do these meanings hold true for everyone, everywhere? Not exactly. Culture and personal experience influence how we interpret colours.

But in branding, these associations are so powerful (and so ingrained) that ignoring them means missing out on one of your strongest tools for connection.

Let’s look at how global brands have leaned into colour psychology to build recognition:

Coca-Cola’s red: not just vibrant, but deliberately stimulating. It sparks excitement, energy, and appetite — perfect for a drinks company.
Tiffany & Co.’s blue: that robin-egg shade is trademarked. It’s become synonymous with timeless luxury and exclusivity. One glance, and you know it’s Tiffany.
Spotify’s green: fresh, digital, vibrant. Against a black background, it feels modern and energetic — aligning perfectly with its promise of music anytime, anywhere.
Chanel’s black and white: stripped back, minimal, and elegant. This isn’t a brand chasing trends. It’s telling us: we are timeless, we are luxury.

Notice something?

Their palettes aren’t huge. They’re simple, distinctive, and repeated consistently until they’re unforgettable.

When I work with clients, this is one of the most revealing conversations we have.

So often, they’ll come to me with colours they “just liked” or that “felt right at the time.” And while there’s nothing wrong with instinct, your colours are doing more than decorating your brand, they’re speaking for you.

A brand that wants to feel premium but uses overly bright primaries may come across as playful rather than exclusive.

A brand aiming to be approachable but leaning into cold, sharp tones may feel distant instead of warm.

And a brand that changes palette constantly risks looking inconsistent, which chips away at trust.

Your colours are already saying something.

The real question is: are they saying what you want them to?

If you’re rethinking your brand colours, here are some guiding questions:

What emotions do I want my audience to feel when they encounter my brand? Confident? Safe? Energised? Calm?
Which colours naturally evoke those feelings? (use the list above as a guide).
How do these colours align with my industry? (Luxury tends to lean dark and restrained, wellness often leans natural and earthy, tech usually goes clean and bright).
What colours will help me stand out from competitors? (Look at your market — if everyone is blue, is there a way to differentiate without losing credibility?)
What colours feel like me? Because authenticity always wins.

Tips for building a strong colour palette:

Keep it simple: Aim for 1–2 primary colours, with 2–3 secondary or accent shades. Too many colours look messy.
Think contrast: High contrast improves readability (great for accessibility too, which Google loves).
Balance timelessness with trend: Neon pink might feel exciting now, but will it still represent you in five years?
Test everywhere: Colours look different on screen, in print, and on fabric. Check before you commit.
Stick with it: Consistency across your website, social, print, and packaging makes your brand look intentional and trustworthy. (Trust me, I've done the market research, and tested this myself)

If you’re aiming for a luxury or premium brand identity, restraint and consistency are everything.

Luxury brands rarely use wide palettes, instead, they choose a refined selection and repeat it religiously.

Think of Chanel’s monochrome, Tiffany’s blue, or Burberry’s beige. The consistency builds trust, recognition, and timelessness. It tells us: we know who we are, and we’re not swayed by trends.

That’s the power of colour when it’s used with intention.

It can be hard to see your brand with fresh eyes, especially if you’ve been living inside it for years. That’s why I’ve created a FREE Luxury Brand Audit Checklist.

It walks you through every touchpoint of your brand; visuals, voice, client experience, so you can quickly spot where your colours (and everything else) are saying “premium” … or falling flat.

Inside, you’ll:
✓ Pinpoint gaps holding you back from premium positioning
✓ Spot inconsistencies that may be costing you trust (and sales)
✓ Identify simple, strategic upgrades that instantly elevate your brand

→ Download your free copy here and make sure your colours are telling the right story.

Your brand colours aren’t decoration, they’re communication. They’re the first words your brand ever speaks, and they do it without a sound.

So ask yourself: what are they saying about you right now?

And if it’s not quite aligned, know this... with a little intention and a lot of consistency, your palette can become one of the strongest tools in your branding toolkit.

Because when your colours resonate, your brand doesn’t just look good, it feels unforgettable.