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Choosing the Right Colours for Your Brand

Colours have an innate ability to play with our emotions. They make us feel happy, they make us feel sad, and they have a huge impact on how we perceive products and brands.

FUN FACT: 85% of consumers say colour is a primary factor in why they choose to buy a product

Research also shows that choosing the right colours can boost your brand recognition by 80%, building consumer confidence and loyalty. That is why it is important your colours align with your brand identity and showcase its personality.

There are two categories we group colours into, warm and cool. Warm colours are your reds, oranges, and yellows. Cool colours are your greens, blues, and purples.

Here's a more in-depth look at each:


Reds are the warmest and most dynamic of all the colours. They can be associated with passion and love, as well as anger and danger, truly opposing emotions. Either way, they are meant to increase the heart rate of the viewer, pushing them to take action.

Emotional Triggers

excitement, energy, passion, action, desire, anger, fear

Best Use: Reds trigger action and are best to convert impulse purchases. Use them for important headlines, and CTA (call-to-action) buttons, like "Buy Now".

Oranges are sometimes described as aggressive, yet friendly. Like reds, they are meant to draw attention, but in a less overpowering, more inviting way. They are meant to enhance the feeling of happiness and vitality, while encouraging action.

Emotional Triggers

energy, enthusiasm, optimism, rejuvenation, friendliness, fun

Best Use: Oranges are best to convert on less impulse purchases and they stand out on most backgrounds. Use them as CTA buttons, like "Get A Quote" or "Subscribe". They are also rare brand colours, so if you can incorporate oranges into your branding they will stand out.

Yellows are the most energetic of all the warm colours. They cause our brains to release serotonin, which is why they are associated with laughter, hope and sunshine. They are used to command attention and to show your audience you are confident in your product and/or abilities.

Emotional Triggers

enthusiasm, confidence, friendliness, happiness, spontaneity, optimism

Best Use: Catch the eye of consumers with yellows, but be careful not to use too much. The right amount can make the viewer feel cheery and optimistic, but they are known to reflect more light, making them hard to look at.


Greens often symbolize health, the environment and wealth in our society. That is why it's great for a company that wants to illustrate growth and security, while inspiring possibility. Dark greens are often used to depict wealth, while light green is associated with harmony, peace and energy.

Emotional Triggers

optimism, calmness, relaxation, reassurance, balance, refreshment, growth, hope

Best Use: Greens are the easiest colours on the eyes. Use them to balance and relax a design, or to depict environmental consciousness and wealth. They also work well as CTA buttons that don't require urgency.

Blues enhance the feeling of calm, as well as security and trust. Seeing the colour blue actually causes our bodies to release chemicals that soothe us. Dark blues give off a professional feel, but too much can be cold and disengaging. Lighter blues are often more relaxed and friendly. Blues are known to boost sales indirectly by dealing with the anxiety of buying before it happens.

Emotional Triggers

intelligence, serenity, security, authority, honesty, trust, relaxation

Best Use: Use as backgrounds and conversion elements where your sales depend on projecting an image of reliability. Also, the majority of people who are colour blind can't see reds or greens, making your content accessible.

Purples are associated with mystery, creativity, royalty, and wealth. Darker shades are used to make products or design look more luxurious or wealthy. Lighter shades are used to soothe the viewer, creating more romantic designs.

Emotional Triggers

creativity, spirituality, individuality

Best Use: Purples are a good choice to use as a stand-out colour in your brand. Use it for menu items and conversion elements. Make sure you use a lot of white or black in your design so it doesn't clash.


It's important to note that colours can be interpreted differently by different people based on a multitude of reasons, including gender, past experiences, and their culture.

Ask yourself, what emotions do you want to evoke?

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