Why Are Brand Colors Important? 

Brand colors are often the first thing people see and first impressions matter. Colors aren’t just pretty or ugly. They convey emotions, invoke reactions, and even communicate information. Even if they don’t know anything else about your company and products, brand colors inform consumers’ early opinions about your brand identity. 

Where your brand colors should appear

  • Logo
  • Website and emails
  • Social media
  • Advertising
  • In-store
  • Stationery
  • Staff uniforms
  • Events
  • Packaging

Basically, anything visual related to your brand should include the colors. 

How to Choose Your Brand Colors

Understand What Colors Mean

A basic knowledge of color psychology can go a long way in choosing color combinations that send the right message to consumers. Here are a few traits commonly associated with different colors in the United States. 


  • Speed
  • Urgency
  • Energy
  • Passion
  • Elevated Heart Rate
  • Frequently used on sale and clearance signs

A red nebula


  • Optimism
  • Happiness
  • Aggression 
  • Action
  • Often used on Call to Action buttons

An orange panel wall


  • Warmth
  • Positivity
  • Youth
  • Optimism
  • Attention-grabbing

A photo of bananas


  • Wealth
  • Health
  • Nature
  • Relaxing
  • Often used for health and wellness companies

A photo of green rolling hills


  • Trust
  • Security
  • Serenity
  • Frequently used in tech and banks

A blue hexagon pattern background


  • Creativity
  • Wisdom
  • Confidence
  • Soothing
  • Often used for beauty products

Purple amethyst crystals


  • Creativity
  • Exuberance
  • Romance
  • No longer exclusively associated with women’s interest products

A photo of pink blossoms


  • Warmth
  • Honesty
  • Down-to-Earth
  • Often used for vintage goods


A photo of brown sandBlack

  • Power 
  • Luxury
  • Modernity
  • Frequently used for luxury goods

A black marble background


  • Minimalism
  • Transparency
  • Simplicity
  • Frequently used in tech

A white brick wall


  • Maturity
  • Authority
  • Rarely used on its own or as a main color 

A grey chevron background

Identify Your Brand Essence

​​Start by making a list of adjectives that describe your company. Focus on the things that set you apart from your competitors and how you want your target audience to perceive your brand. Thinking about how you want your customers to feel will help you choose a color scheme that will evoke those feelings rather than sticking to colors you immediately associate with your products and services. 

Look at Competitor Brand Colors

When you choose your brand colors, it’s important to know what colors they’ll be next to. Sure, there are colors that make sense for certain products, but you don’t want to look the same as everyone else. This is where focusing on what makes your brand different from the others in your industry. 

Create a Brand Color Palette

Now it’s time to create your palette. 

Types of Color Schemes

  • Analogous Color Scheme: close variants on your primary color
  • Monochromatic Color Scheme: different shades of your main color
  • Contrasting Color Scheme: colors that are opposites on the color wheel

Or you can create your own with: 

  • 1 main color
  • 2 primary colors
  • 3-5 complementary colors
  • 2 accent colors

Color Wheel

Types of Color

Color Hues

Hues are variations of the primary colors: red, yellow, and blue. 

Color Shade

Shades are darker versions of colors. The amount of black added to make a color darker is called the amount of shade. 

Color Tint

Tint is the opposite of shade. The amount of white added to the color to make it lighter is the amount of tint. 

Color Saturation or Tone

Adding saturation is when you change a color’s appearance by adding both black and white.

Color Codes

  • CMYK: Stands for Cyan, Magenta, Yellow, and Key (black), the primary colors for printing. 
  • PMS: Stands for Pantone Matching system, also used for printing. 
  • RGB: Stands for Red, Green, Blue, the primary colors for screens. 
  • HEX: Short for Hexadecimal Numeral System, also used for screens. 

A graphic of a painter's paletteBrand Color Themes by Industry

Because of patterns in color theory and cultural connotations, there are clear trends in color use in many industries. Here’s a breakdown of popular brand colors by a few main industries:


  • Red, orange and yellow for attention and appetite
  • Green for nutrition and health
  • Blue and pink for sweets and deserts

The first group of colors is red, two shades of orange, and yellow. The second is three shades of green. The third is blue, purple, and pink.

Health and Wellness

  • Blue for cleanliness, trustworthiness and responsibility
  • Green for nature and wholesomeness
  • Orange for vitality and energy

Three shades of blue grouped together, three shades of orange grouped together, and three shades of green grouped together

Fashion and Beauty

  • Black for sophistication and glamor
  • Red, orange and pink for passion and excitement

Swatches of black, red, orange, and pink


  • Blue for trust and efficiency
  • Orange for optimism
  • Purple for quality and creativity 

Three shades of blue grouped together, three shades of purple grouped together, and three shades of orange grouped together.

Brand Color Scheme Examples


Adobe's brand colors (red, orange, yellow, light green, and grey)


Canva's brand colors (aqua and purple)


Coca Cola's signature red


IKEA's brand colors (yellow and blue)


LinkedIn's brand colors (blue, several grays, a purple, and an orange)


MasterCard's Brand Colors (red, yellow, and blue)


Netflix's brand colors (red, black, and white)


PayPals brand colors (three blues)


How Sav Can Help

Picking the right color palette is at your fingertips. Whatever colors fit your tastes and your brand, our professionally made, customizable templates make it easy to build a beautiful website with them.  Start designing today!

Luca Harsh

Luca Harsh

Luca Harsh is an in-house content writer for Sav. They live in Chicago with their cat, Polly. Yes, Harsh is their real last name.