The Psychology of Color in Branding: How to Choose the Right Palette for Your Business

Holly Hartman
Jan 26
5 min read

Have you ever felt an immediate connection to a brand, just from its colors?

That’s not a coincidence—it’s science.

The psychology of color plays a massive role in branding, shaping how people perceive your business, how they feel about your message, and ultimately, whether or not they trust you enough to click “Buy Now.”

As Holly Hartman, Branding & Marketing Expert and founder of ThePOP.Agency, I’ve helped countless brands unlock the power of color to create visuals that connect, convert, and leave a lasting impression.

If you’ve ever wondered how to choose the perfect color palette for your brand, you’re in the right place.

In this blog, we’ll dive into the psychology of color in branding and break down how you can use it to make your business unforgettable.

Why Color Matters in Branding

Did you know that 85% of consumers say color is the primary reason they buy a product? Stat Source: Wedia Group

That’s right—your brand colors don’t just look pretty; they influence how your audience feels, how they perceive your credibility, and even how much they’re willing to spend.

Color works because it taps into our emotions. It tells your audience who you are before you say a single word.

Are you bold and adventurous?

Calming and trustworthy?

Luxurious and exclusive?

The right colors can communicate all of that in seconds.

The Psychology of Key Colors

Let’s break down some common colors and what they evoke:

Red: Passion, energy, urgency. Great for brands that want to stand out or drive action (think Coca-Cola or Target).

Blue: Trust, calm, professionalism. It’s no wonder blue dominates industries like finance, healthcare, and tech (think PayPal or Facebook).

Yellow: Optimism, cheerfulness, creativity. Perfect for playful or youthful brands (think McDonald’s or Snapchat).

Green: Growth, health, balance. Popular with eco-friendly or wellness brands (think Whole Foods or Starbucks).

Purple: Luxury, creativity, sophistication. Often used by premium or imaginative brands (think Cadbury or Hallmark).

Black: Elegance, power, sophistication. A staple for high-end, minimalist, or luxury brands (think Chanel or Nike).

White: Simplicity, cleanliness, purity. Ideal for modern or minimalist aesthetics.

Orange: Enthusiasm, friendliness, energy. A bold choice for fun, approachable brands (think Fanta or Harley-Davidson).

How to Choose the Right Colors for Your Brand

Your brand colors aren’t just about what looks good—they need to align with your brand’s personality, audience, and message.

Here’s how to choose:

1. Know Your Brand Personality

Ask yourself:

Are you bold and adventurous or calm and grounded?
Do you want to evoke luxury, trust, or excitement?

For example, at ThePOP.Agency, we love working with brands that aim to stand out and want to make an impact. Bold colors like bright red or bold blue often align with brands that aren’t afraid to shake things up.

2. Understand Your Audience

Your target audience’s preferences matter. A luxury skincare brand targeting high-income women might lean toward soft pastels or muted tones, while a tech startup targeting Gen Z might go for vibrant neons or electric blues.

At ThePOP.Agency, I always encourage clients to think about what resonates with their audience and reflects their own mission. It’s all about balance.

3. Learn from the Competition (and Differentiate)

Look at what’s common in your industry—but don’t be afraid to stand out. If every wellness brand is using muted greens, maybe you bring in a pop of gold for sophistication.

POP Tip: Use tools like Coolors or Canva to explore unique palette combinations that feel fresh and exciting.

4. Create a Balanced Palette

A cohesive palette typically includes:

Primary Color: The main color that defines your brand.
Secondary Colors: Complementary colors that add variety.
Neutral Shades: Background colors for balance (like whites, greys, or blacks).

Need inspiration? Check out ThePOP.Agency on Pinterest, where I share curated color palettes and ideas to spark your creativity.

How to Structure a Palette Based on Your Brand Style

Luxury and Minimalist Brands (1-2 Colors)

Focus on a primary color (e.g., black, white, or an iconic shade).
Add one subtle accent or metallic (e.g., gold or silver) for sophistication.
Examples: Chanel (black and white), Tiffany & Co. (blue and white).

Vibrant and Bold Brands (3-5 Colors)

Choose a dominant primary color and up to 2-3 complementary or contrasting secondary colors.
Add 1-2 neutrals to balance the palette.
Examples: Google (red, yellow, green, blue, and white), Target (red and white with playful seasonal accents).

Professional and Neutral Brands (2-4 Colors)

Use a primary color (e.g., blue for trust or green for health) and 1-2 complementary tones.
Neutrals like grey or beige dominate for a calming, grounded feel.
Examples: IBM (blue and white), Whole Foods (green and beige).

What This Means for Your Palette

If your brand leans toward luxury or high-end services, keeping your palette simple and focused (1-2 colors) is best. If you’re in a playful, approachable, or dynamic industry, a broader palette (3-5 colors) provides the flexibility you need.

How to Use Your Colors Across Your Brand

Once you’ve nailed your palette, it’s time to weave it into everything:

Logo and Website: Your primary color should dominate, with secondary colors adding accents.
Social Media: Keep your posts consistent by sticking to your brand palette across graphics, stories, and ads.
Packaging: Colors play a huge role in physical products, influencing how premium or approachable they feel.
Print Materials: From business cards to flyers, your colors should stay consistent across all touchpoints.

At ThePOP.Agency, I help clients develop visual strategies that not only look good but also align with their brand goals and values.

Common Mistakes to Avoid

Even the best color palette can fall flat if used incorrectly. Watch out for these pitfalls:

Too Many Colors: Keep your palette cohesive. 2 to 3 colors are usually enough.
Ignoring Accessibility: Make sure your colors have enough contrast for readability, especially in digital formats.
Following Trends Blindly: Trends come and go—choose colors that align with your brand’s timeless values.

The Power of Purposeful Branding

At the end of the day, your colors should tell your story, resonate with your audience, and make your brand instantly recognizable. Choosing the right palette is about so much more than picking your favorite shades—it’s about creating a connection.

As Holly Hartman, Branding & Marketing Expert, and founder of ThePOP.Agency, I’ve seen how the right color strategy can transform brands. Whether you’re just starting or looking for a refresh, purposeful colors will always set you apart.

Ready to Create a Standout Brand?

If you’re ready to elevate your visuals and choose colors that captivate your audience, let’s chat. At ThePOP.Agency, we specialize in crafting bold, authentic brand strategies that make an impact.

Let’s make your brand unforgettable—one color at a time.

Email at Hello@thePOP.agency