One of the most important elements when it comes to branding is color. A good color palette will give an idea of your brand, portraying an image to your customers and your industry. Whatever you choose will be used in all of your logos, marketing materials, advertising campaigns, signage, and even packaging.

Color psychology should play a part in your brand’s color palette. If you’re having some difficulties, seek a specialist who can help you with the process. Continue reading to know the basic color options.

1) Red

Red is a color that evokes a sense of urgency. It’s used in stop signs and traffic lights, but also when you want to draw attention to something and make it stand out. Companies that are in the construction business use red throughout their branding. Certain food and drink brands also love to utilize red for appetite purposes.

2) Orange

Like red, orange will also have a powerful attention-grabbing impact on your brand. Orange is a happy color that usually signifies a sense of fun and warmth, making it a great color for restaurants, cafes, and fast-food chains. Other companies use it to portray a sense of heat, passion, and energy as well.

3) Yellow

Speaking of happiness, yellow conveys a sense of cheerfulness. It’s a color that is associated with joy and optimism. This makes it a great choice for companies with similar vibes, specifically those that produce toys, sweets, and candy. It’s also ideal if you want to come across as approachable and willing to help.

4) Green

Green is an earth-toned color that evokes serenity and health. It’s usually associated with nature, which makes it an interesting color to work with and adds to the color palette. It’s a great main color for companies focused on sustainable living, health and wellness, or organic products.

5) Blue

Blue is a color that is associated with seriousness and trust. This is a great choice for companies that want to portray a sense of credibility and reliability. Banks, finance, insurance, and cybersecurity firms can benefit from this hue, as well as e-commerce.

6) Violet

Different shades of violet typically evoke creativity and imagination, as well as intrigue. It can be a powerful color, so it’s best used with a sense of balance and when you want your brand to be associated with power, wisdom, and confidence. 

7) Black

Black symbolizes a sense of sophistication, intelligence, and elegance. While it is a color that immediately grabs attention, it can also be detrimental to your business’s branding when used incorrectly. While many customers may gravitate towards you, try to be meticulous with how you utilize black.

8) White

When it comes to white and color, white typically represents peace and purity. This can be a great choice for a variety of companies, as it’s a color that is associated with purity, cleanliness, luxury, and the like. Try to use this as an accent color or in combination with another darker or more colorful hue.


Choosing a color palette for your brand is fun and interesting. You have to determine what your brand stands for in the first place and then pick colors that convey your brand’s message, image, and values.

Looking for brand designers for small businesses? Elly and Nora Creative is a boutique branding, content, and publicity agency based in Phoenix, AZ. Contact us today!