Best Practices When Choosing a Colour Scheme for Your Business

Published in Design Guides

Choosing the right colour scheme for your business is far more than just picking colours you like. The colours you use communicate your brand personality, influence how customers perceive you, and can significantly impact your business success. In this guide, we'll explore the best practices for selecting a colour palette that works for you.

Understand Colour Psychology

Different colours evoke different emotions and associations. Red conveys energy and urgency, blue suggests trust and stability, green represents growth and health, and yellow creates warmth and positivity. Consider what feelings you want customers to associate with your brand and choose colours accordingly.

Consider Your Industry

Industry norms matter. A financial services company using bright neon pink might confuse customers, while a creative agency might thrive with bold, unconventional colours. Look at what successful competitors in your space are doing—and consider whether you want to follow conventions or stand out.

Know Your Target Audience

Colour preferences vary by age, culture, and demographics. Younger audiences might prefer bold, saturated colours, while older audiences may prefer more muted tones. Research your target market and choose colours that resonate with them.

Start with a Primary Colour

Choose one primary colour that represents your brand. This will be your most recognizable colour and should appear across all your branding—logos, websites, and marketing materials. Your primary colour should feel unique to you and memorable.

Build a Balanced Palette

A strong colour scheme typically includes 2-3 main colours plus neutrals (black, white, grey). You might use complementary colours (opposite on the colour wheel) for contrast, or analogous colours (next to each other) for harmony. The key is balance—don't try to use too many colours, as this dilutes your brand identity.

Test for Accessibility

Ensure your colour combinations have sufficient contrast for readability, especially for people with colour blindness or visual impairments. A high-contrast palette isn't just accessible—it's also more professional and easier to read online.

Keep It Consistent

Once you've chosen your colours, use them consistently across all touchpoints. Your website, logo, business cards, social media, and printed materials should all reflect the same colour palette. Consistency builds recognition and professionalism.

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