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How To Choose A Colour Palette For Your Business

colour palette

Choosing a colour palette for your business might feel like being a little kid at the toy shop and screaming ‘I WANT A PURPLE ONE!’ because you like purple…

But it’s a touch more complicated than that. Colours are very powerful, and when people look at them, they can feel certain emotions. Ideally, those emotions will make them want to throw their hard-earned cash at you – but they could also want to seal their wallet with industrial strength glue and never give you a cent of their money. Ever.

It’s definitely something you want to get right.

Here’s a guide to choosing the perfect colour palette for your business…


Blue is a colour that evokes feelings of calm, focus and intelligence. Lighter blues work well for businesses who want to elicit feelings of peace and serenity in their potential customers, and darker colours are often used to denote trustworthiness and power which is why dark blue is commonly used for banks and insurance companies.

Add it to your colour palette if…

You’re a meditation guru, a massage therapist, a low-risk financial advisor or a dolphin.


Green is the colour of harmony. It’s fresh, earthy, and restorative. Lighter greens are often used by health food businesses, and darker greens are favoured by banks to denote wealth. Mint greens are often seen as a neutral colour which is great for companies with non-gendered customer bases.

Add it to your colour palette if…

You’re an online chef, your company is ethically conscious, or you want to evoke feelings of growth. Green is said to be the most calming of all colours, so if your business is about energy and excitement, green may not be the colour for you. Also green can very quickly go from ‘lovely’ to ‘looks like vomit’ so be wary of that.


The happiest of all the colours, yellow is optimistic, confident, and bright. It’s a warming colour that stimulates the mind, so it’s an excellent option when you want to attract inquisitive customers. Just be careful around dull and muted yellows. People often associate them with disease or decay, and that’s not what you want for your brand.

Add it to your colour palette if…

You’re in online education, your products are aimed at kids, or you sell honey. Or bees. Or the sun.


Orange is a very powerful colour. It’s passionate, creative, and friendly. Orange can be an overwhelming color, but there are always gorgeous softer shades of peach and show-stoppers like punchy mandarine and carrot.

Add it to your colour palette if…

You work in the fitness industry, you want to emphasise your affordable pricing, or you sell oranges. Der.


Red can seem overwhelming sometimes, but it’s actually a hot, energetic, loving colour. It’s fabulous for drawing the attention of your customers and can really help your brand stand out. Beauty brands love lighter shades of red, while authoritative, traditional brands (like those that sell whisky or leather goods businesses) look really good in burgundy.

Add it to your colour palette if…

You’re in the business of love, you’re selling something beauty-related, or you’re a vampire.


Pink is a romantic, soft and sweet colour although it’s not as girly as people think. Traditionally, pink was considered a very masculine colour, and it wasn’t until the early 1900s – when mass marketing properly kicked in – that it was labelled as a feminine colour.

Pink is fabulous as an accent colour and can make for a powerful branding combination with a more relaxed tone.

Add it to your colour palette if…

You’re a life or business coach, you’re a heart-centred brand, or you really like strawberries.


Purple is the colour of royalty and nobility. It also has strong connotations with magic and mystique. A favourite amongst spiritual business owners, purple is a powerful and emotional colour that draws people in with its strength and mystery.

Add it to your colour palette if…

Your brand is more than a little bit magical and luxurious, you work in the alternative health sector, or you’re a wizard.


Black is a very powerful, luxurious colour. It denotes wealth and influence.

Be careful with using black as your primary colour though as it’s also the colour of greed and deceit. Many people report negative feelings when they see the colour black in branding so using it as an accent colour might soften the presentation of this dark hue.

Add it to your colour palette if…

Your brand is very high-end, you sell luxury items, or you’re James Bond.

Got your colour palette ready to go? Ready to turn it into a gorgeous website?

Click here to book in for an initial consultation with our branding experts, OR…

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