Your brand needs to tell a story; it is usually the first contact that a person has with your business, and it gives them an idea of who you are, what you do, how you do it and what you are offering to the world.

The colour’s you choose for your brand are extremely important as this is the first thing a customer will see. Therefore, they must be carefully selected to tell your brand story.

Before you start to develop your brand, you must be clear about your target audience, your USP and what you offer. If you have already done the previous analysis then you are ready to start considering your branding which includes colour schemes and messaging.

You can start by creating a mood board from which the master lines of your visual branding will emerge. It is possible that in the mood board, you will see repetitions of colours, but you must bear in mind the psychological effects of colour schemes.

Colour is directly related to psychology and emotions. That is why it is essential to be clear about what emotions you want to portray.

The meaning of colour has a lot to do with our cultural heritage. For example, the colour of mourning in Europe is black, in Japan it is white, in Egypt it is yellow, in Mexico it is blue, and in Brazil it is purple. Below we’ve put together some more details around colours and their meanings across the globe.


Although referred to as a cold colour but despite this it often conjures up feelings of sympathy and harmony, which is why many social networks have chosen this colour. Interestingly, lighter shades of blue make us think of water and freshness.


In many cases red can mean danger but it is a warm colour that has many meanings around the world. The meaning of this colour also changes with the seasons as we hang up our Christmas decorations we can be made to feel warm.

It is linked to nobility and luxury but also freedom and workers’ struggle. It is the colour of blood, of danger, it encourages action and aggressiveness.

As you can see, it has opposite meanings since colour acquires meaning according to context. It is a colour that attracts a lot of attention, that is why it is very useful in calls to action but not always as a main brand colour.


It is a warm colour, which we associate with optimism. The colour of the sun and summer light and so it reminds people of happy times as well as nature. Children are often drawn to this colour and so it is a good primary colour choice for this target market.


It is formed of yellow and blue. We associate it with growth, nature and health. It is the colour of hope and youth. It has a calming and reassuring effect (which comes from the blue) and at the same time brightens the eye without tiring it. As green is the colour of the grass and leaves in spring it is the colour we associate mostly with nature.

We recommend that you choose the primary colour that you identify with and one or two secondary colours to compliment it. By “secondary to your brand” we mean that the colours are used less frequently than the primary, they are like supporting colours to enrich the design.