When it comes to your brand, colour isn't just a design choice – it's your first handshake with your audience. It speaks before you do, sets the tone, and builds an unspoken connection.
Yet, how often do we choose colours based on trendy or "safe" rather than colours that represent our energy? Too frequently, right?
Think of your brand as the lead character in a story, and your colour palette is the costume department.
Are you dressing your hero for adventure, drama, or romance?
If the answer is "I don't know," then it's time to rethink those hues.
Colours that speak louder than words
Imagine walking into a café painted bright yellow. It's cheerful and vibrant… and may yell, "DO SOMETHING!"
Now imagine the same café but in soft sage green. Suddenly, you're sitting in a zen haven, sipping chamomile tea and contemplating life's mysteries.
Colours influence feelings faster than words ever could.
This same effect applies to your brand.
Want to inspire excitement? Go for bold reds or oranges.
Need to build trust? Blues have your back.
Are you trying to say, "We're calm, collected, and won't spam your inbox"? Cue the neutrals.
Colours hold power, and your choices should align with how you want people to feel when they see your brand.
Ditch the colour "rules."
Have you ever heard that you shouldn't mix warm and cool tones? Or that neutral colours are the most "professional"?
Rules like these are about as useful as a chocolate teapot when building a standout brand.
Your audience isn't connecting with "rules" – they're connecting with you.
If your energy is hot pink with a splash of neon green, own it.
Who says fun and professional can't sit at the same table?
Take inspiration from Disney. Somebody chose every colour you see to evoke emotion – bold primaries for energy and playfulness, deep jewel tones for drama and Magic, and pastels for whimsical charm.
It's not about following trends but creating an emotional response.
Pro tip
Pick one "rule" you've been following out of habit and try breaking it. Pair bold colours, embrace glitter, or throw in a colour you've always loved but thought was "too much." You might discover the perfect vibe for your brand.
Choosing colours that feel like YOU
The best colour palettes start with self-awareness.
If you're bubbly and playful, sunshine yellow and pastel pink might call your name.
If you're grounded and steady, earthy greens and muted blues could be the perfect fit.
Don't pick colours to blend in – choose colours to stand out.
Practical exercise - discover your brand's colours.
Wardrobe audit: Open your wardrobe. What colours dominate your outfits? These are often the colours you feel comfortable in.
Mood board Magic: Use Pinterest or Canva to create a board of colours and images that inspire you. Don't overthink it – add anything that catches your eye.
Close your eyes and imagine your happiest, most confident self for an emotional check-in. What colours come to mind? Write them down.
Audience alignment: Think about your dream clients. What colours would attract their energy? For example, a wellness coach might wear soothing greens, while a bold marketing expert might wear fiery reds.
The colours that feel like home to you are the ones that will resonate most authentically with your audience.
The MAGIC Framework for colour success
Need a little structure? Use the MAGIC Framework to guide your colour choices:
Master Your Magic
Start with your goals. What message do you want your brand to send? Do you want your brand to feel bold, calming, or playful? Write down three adjectives.
Align With Your Stars
Think about your DREAM clients. Greens and earth tones could speak their language if your ideal audience is eco-conscious entrepreneurs. If they're bold go-getters, brighter colours might resonate.
Gather the Magic Ingredients
Build a palette using tools like Coolors or Canva. Test combinations, create swatches, and see what sticks. Remember contrast - your colours should be visually accessible.
Ignite the Magic
Test your palette in action. Apply it to your website headers, social posts, or printed materials. Check how the colours work together in real life, not just on-screen.
Celebrate Your Sparkle
Once your colours click, roll them out confidently. If it feels right, update your templates, graphics, and wardrobe. After all, they're yours.
Colour psychology in action
Still unsure how colours communicate? Think of them as your brand's personality. They set the tone, make a statement, and invite your audience on a journey.
Here's a fun guide to help you match your vibe with the right hues:
Red: The attention-grabber
Red is the Beyoncé of colours – it demands the spotlight, oozes energy, and says, "Look at me!"
Use it to evoke passion, urgency, or excitement.
Think Coca-Cola's confidence or Netflix's binge-worthy allure.
Blue: Calm and collected
Blue is like that friend who always has snacks knows how to fix tech issues, and has never missed a deadline.
It builds trust and stability.
Think Facebook or Zoom. Nothing says "dependable" like that blue app you stare at for hours.
Yellow: The eternal optimist
Yellow is your cheerleader, shouting, "You've got this!" from the sidelines.
It's playful, creative, and brimming with positivity.
IKEA's yellow says, "Dream big," while Snapchat tells you to seize the moment and maybe take a selfie.
Green: The grounded nurturer
Green is the kombucha-drinking, yoga-loving colour of growth and harmony.
It whispers, "Take a deep breath. You're doing great."
Think Spotify's seamless vibe or Whole Foods' eco-friendly ethos.
Purple: The creative mystic
Purple is the Hogwarts of branding – full of Magic, luxury, and a touch of mystery.
It's indulgent yet inspiring, like Cadbury chocolate or Hallmark cards (both of which might lead to happy tears).
Black: The effortlessly cool one
Black is your sleek, chic friend who always knows where to find the best coffee and doesn't blink when their outfit costs more than your rent.
It's powerful, sophisticated, and timeless.
Think of Chanel's elegance or Nike's boldness.
Mini case study - colour drama
A client is debating between red and purple for her branding. Red screams energy and urgency, while purple evokes creativity and indulgence.
You joked that red was the extrovert and purple was the introverted artist. After testing both, purple won. The colours now align perfectly with her audience of imaginative creatives who want connection, not pressure.
Make colour fun (not overwhelming)
Choosing your colours doesn't have to feel like solving a Rubik's Cube.
Instead of stressing over finding the "perfect" palette, consider it playtime.
Grab some crayons, open Canva, or layout fabric swatches.
Treat it like a game: "Which colours feel bold? Which ones feel calming? Which ones are screaming, "Pick me!?"
Here's another trick
Start small. Test one new colour on your Instagram feed or email header. See how it feels and how your audience reacts. Branding is a journey, not a destination.
Secret Spell - your colour personality quiz
Which of these feels like your vibe?
You're the life of the party, radiating energy and fun – hello, Bright Yellow and Coral Pink.
You're the calm in the storm, offering peace and trust – enter Sage Green and Sky Blue.
You're all about luxury and depth, with a touch of mystery – time for Rich Burgundy and Gold.
If you can't choose between more than one, combine them. Your brand is allowed to be multi-dimensional – just like you.
Challenge - your first colour experiment
This week, pick a colour you've always wanted to try but felt hesitant about.
Use it in one place – a social post, a new website header, or even your outfit.
Notice how it makes you feel and how others respond.
Take a screenshot or snap a photo and share it with me – I'd love to celebrate your colour adventure! Tag @jodraper.au
Want more branding tips and creative ideas? Join my Magic List for weekly spells to grow your business quickly and sparkle.
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