" "

How to Choose a Color Palette for Your Brand

Branding color schemes, Color psychology, Branding color palettes, Brand identity, marketing, color combinations, logo, font

No matter what industry you’re in, choosing the right color palette for your brand is a vital element of your business. Given that many business owners do not fully understand why choosing a color palette is so important, they often fail to choose the proper color schemes for their company in print advertising or website design. The following is a closer look at the importance of choosing the best colors for branding and marketing, as well as some tips to help you do just that.

Color Psychology

Color psychology is the study of how various colors can have an effect on our behaviors and opinions, and it’s crucial when creating a color palette for your brand. In marketing, brand color psychology focuses on how various brand colors and color schemes can influence how consumers perceive a brand and hopefully associate this collection of colors with the brand. Since experts assert that up to 90% of consumers make a snap judgment on a brand based off of the colors they choose alone, brands need to be careful with this particular aspect of their print and digital marketing when working with web designers, digital marketing agencies, and print marketing agencies.

Branding color schemes

How to Choose a Color Palette for Your Brand

Now that we understand the importance of the corporate identity color palette in terms of the general success of a brand, let’s take a look at how you can go about choosing the best color combinations for yours.

Create Your Brand Identity

One of the first things you need to do before you decide on the colors to use for your brand, you need to create your brand identity. A brand identity will help you determine your voice, tone, and appropriate language. Once you have made this decision, you will be able to better determine the best branding color schemes.

Choosing the Colors for Your Brand

Now that you have created the identity of your brand, here are some color wheel options to help you go about choosing the right branding color palette:

  • Red: Choose red if you want to invoke passion, anger, excitement, or if you otherwise want to create a sense of urgency in your customers. 
  • Orange: If you want people to view your brand as playful, friendly, and/or energetic, this is the color for you.
  • Green: Choose green if you are promoting a brand that is based on remaining calm, prospering, or focuses on nature.
  • Yellow: This color should be chosen if you want to invoke feelings of happiness, youthfulness, and optimism. Yellow also promotes accessibility and affordability.
  • Black: Choose black if you are building a brand that is edgy, luxurious, and sophisticated.
  • Dark Blue: A dark blue color will create a sense of maturity, professionalism, formality and security.
  • Light Blue: Light blue is a great option for brands that want to be seen as innocent, tranquil and trustworthy.
  • Purple: Purple is an excellent color for brands that represent royalty, creativity and luxury.
  • Pink: This is a great color for brands that want to be seen as youthful, innocent and feminine.
  • Brown: Brown tones create earthy, old-fashioned or rugged branding.
  • White: This color is symbolic of cleanliness, health, virtue, and simplicity.
  • Grey: Grey is the perfect color for any brand that wants to appear mysterious, classic, serious, and mature.


  • Color psychology is important to understand when you are choosing the right colors for your brand.
  • Once you have decided what your brand identity will be, it will be much easier to choose the colors for your brand.
  • Each color you choose will allow you to create a brand that conveys a certain feeling to your potential customers in print, social media, and all other marketing avenues.  

Case Studies:

Read some of our case studies below to see the results that our clients have gotten  with our direct mail services:

Lollypop Farm Direct Mail Marketing Case Study

Associated Humane Society Direct Mail Marketing Case Study ($94,619  raised)

Experienced Business Branding Services

Deciding on the luxury color palette for your brand does not have to be tedious. Simply take the time to reflect on the goals and intentions of your brand, and you will find it much easier to decide which color combo works best for you. Either way, if you need help making decisions for your brand, reach out to your friends at Ballantine for personalized advice that produces results.

Website | + posts

I'm the Director of Digital Services and Partner at Ballantine, a family-owned and operated direct mail & digital marketing company based in New Jersey. and started in 1966 by my great uncle!