Why colour matters in your brand (more than you might think)
Let’s talk about colour. Something so simple on the surface, but deeply powerful when it comes to building a brand that feels like you and connects with the people you want to reach.
Colour isn’t just decoration. It’s communication. It’s mood. It’s identity. And in branding, it has the potential to do some heavy lifting – visually, emotionally, and energetically.
Here’s how to make colour choices that aren’t just pretty, but purposeful.
1. Colour has meaning, so let it speak for you
Every colour carries a message. We often respond to colour before we’ve read a single word. That response is often subtle and subconscious, but it shapes the way we feel about a brand.
Think about:
Earthy tones: clay, sage, ochre. They feel grounding, warm, and real and speak of depth, simplicity, and trust.
Citrus hues: lime, tangerine, lemon. They’re fresh, energising, and full of zest, perfect for brands that want to uplift, spark joy, or inspire action.
Regency tones: navy, plum, forest green. They bring a sense of calm, professionalism, and sincerity, with a quiet confidence often used by expert-led or service-based businesses.
Start by asking: What do I want people to feel when they come across my brand? Then use colour to help create that feeling.
2. Use the colour wheel to create balance, not chaos
A common mistake in DIY branding is choosing favourite colours at random. But colours don’t exist in isolation, they work in harmony (or clash!) depending on how you pair them.
The colour wheel is your friend here. A few simple principles go a long way:
Complementary palettes (two colours opposite each other on the wheel) can create a vibrant, high-contrast effect.
Triadic palettes (three colours evenly spaced around the wheel) give you balance and variety.
Tetradic palettes (four points, like a rectangle on the wheel) offer depth and range.
You don’t need to be a designer to use these ideas. Just exploring how colours interact can help you build a palette that feels cohesive, rather than chaotic. And Canva has some very helpful tools too!
3. Think in seasons, not just swatches
Colour is emotional, but it’s also seasonal. Your brand needs to breathe across a year’s worth of moods and messages.
Ask yourself: Does my palette have the flexibility to show up differently in summer and winter?
That doesn’t mean reinventing your brand colours every season, but it does mean choosing shades that have range. A warm neutral or deep blue can work beautifully alongside a pop of peach in summer or rich burgundy in autumn. Give yourself room to evolve, while staying recognisably you.
4. Let the world around you inspire your colour palette
Some of the most beautiful brand palettes I’ve worked on didn’t come from trend boards or hex codes, they came from napkins, garden photos, and even curtain blinds!
There’s something powerful about noticing the colours you’re already drawn to in your everyday life.
A lemon tree. A beach towel. A favourite mug. These aren’t random, they’re reflections of what lights you up. And when your brand colours come from your world, they don’t just look good, they feel right.
If something around you sparks a little ‘yes’ feeling? Capture it. Take a photo. Use it as a starting point.
5. Don’t forget the difference between digital and print
Without diving into the technical side too much, colour looks different on screen than it does on paper.
That vibrant coral you love might pop on Instagram but look dusty in print. A rich forest green could come out darker than expected on business cards. It’s not about choosing one over the other, but knowing how your colours will show up in different formats, and building in enough flexibility to keep things consistent.
A simple tip? Always test your colours in both print and digital before you lock anything in.
6. Make your colours work for everyone
This one’s important. Accessibility isn’t just a ‘nice to have’. It’s part of responsible, inclusive branding.
High contrast between text and background colours helps people with visual impairments read your content. Avoiding red/green combinations can support people with colour blindness. Even the tone and brightness of your palette can impact legibility.
The goal? Make sure your message is seen, felt, and understood by everyone who comes across it.
Again, there are some very useful accessibility tools built right into Canva so it’s quick and easy to check your designs.
Colour verdict?
Choosing your brand colours is part creativity, part strategy and completely personal. It’s not about getting it ‘right’ by someone else’s standards. It’s about choosing colours that speak your language, support your message, and reflect the direction you want to grow in.
So next time you find yourself drawn to a dusky pink or a bold cobalt, pause and ask: What does this colour say about me? You might be surprised at how much it reveals.
Your brand doesn’t need to shout to be memorable. Sometimes, it just needs to show up in its true colours.