There is a psychology behind choosing brand colors. Choosing the right colors can guide how the viewer perceives your company. Your brand is how your company is perceived. Businesses use colors to evoke certain reactions and convey subliminal messages. By utilizing color psychology you can make your company as memorable as McDonald’s red and gold.

What are Brand Colors

Brand Colors or Color Schemes can consist of one or more colors that make a statement. Your brand colors convey  what you want the customer to feel when they see your logo or other marketing material. Consistent use of this color or colors, in different variations, leads to a recognizable brand.

To develop your brand colors, think about your business and how you want it to be perceived. Write down adjectives to describe the emotions you want your client to feel. Match those adjectives to the colors associated with your adjectives and you have the start of your color scheme.

Primary Color:

Your primary color is the predominant color you use for your brand. Much like Target and Coca-Cola use red as their main color, your brand needs a main color that matches your list of adjectives. For comparison, you can look at other businesses like yours to see what colors they use. How do you perceive those companies? After deciding on a color, play with different variations of the color. Does it need to be lighter, darker, neon, or muted versions?

Secondary Colors

brand colors Vintage Wendy's Sign
brand color s3rd power creative Burger King sign showingprimary colors
brand colors McDonald's Sign

“Looking at the positive psychology qualities of red & yellow in relation to the fast-food industry, red triggers stimulation, appetite, hunger, it attracts attention.  Yellow triggers the feelings of happiness and friendliness. When you combine red and yellow it’s about speed, quickness. In, eat and out again”, Karen Haller, Colour Psychology expert.

The Color Wheel
Analogous color wheel
Complementary color wheel

Choose several colors (2-4) that compliment the primary color. You can choose 

  1. Analogous colors, which are combination of your primary color and the colors on either side of it on the color wheel, or
  2. Monochromatic color by choosing shades (darker) or tints (lighter) of the primary color. A monochromatic color scheme strengthens the main color, or
  3. Complementary colors are those colors opposite the primary color on the color wheel. Complementary color schemes can give a modern and fun feel to your brand. 

Neutral Colors

Most often, the neutral colors are white, black and shades of gray. These colors are very important as they are used for written text and backgrounds in your business marketing.


Using a color palette generator like can aide in the selection of colors that go well together.

Spend the time playing with different color combinations to find just the right colors to convey to your company’s unspoken voice. A well-thought-out and researched color scheme can make a big difference in how your company is perceived. And that perceptions is your Brand.