Building a brand is personal and let’s be honest, pretty fun. It’s your chance to channel your creativity into something the world will actually see. From choosing a logo to writing your tagline, every decision matters. But one of the most exciting (and underrated) parts of the process? Choosing your brand colours.
Colour is often the first thing people notice and it’s doing more heavy lifting than you might think. The brand colours you choose help define how your brand looks, feels, and connects across every touchpoint: your website, social media, packaging, and more. So, whether you’re launching something new or refreshing an existing identity, here are a few things to keep in mind.
Emotion Behind Brand Colours
Colour isn’t just decoration, it’s communication. Different colours trigger different emotions and can shape how people perceive your brand. Ever notice how aviation brands often lean toward blue? That’s because blue evokes calm, trust, and reliability. Other examples include red for energy and confidence, black for sophistication and strength, and green for growth and sustainability.
So before defaulting to your personal favourites, ask yourself: What do I want people to feel when they see my brand?
We often recommend starting with two signature brand colours that reflect your identity. Your primary colour should express your brand’s core personality. Your secondary colour can either complement or contrast, creating visual interest while staying on-message.
Make Sure They Work
Once you’ve narrowed it down to two, test your brand colours in action: a sample Instagram post, a homepage layout, even a business card. Seeing your colours in real-world mockups will quickly reveal whether they work together or clash.
Check that they’re:
- Accessible: Do they provide enough contrast for readability?
- Flexible: Do they look great on screens, in print, and in black and white?
- Timeless: Will they still feel relevant a year, or five, from now?
Bring Your Colours to Life
Once your two brand colours are chosen, you’ll start to notice how they influence everything else. They set the tone, attract the right audience, and help you build recognition in a crowded market.
This is a great time to build a basic brand guideline. It doesn’t need to be complex—just a simple document showing how your colours might show up in your logo, website, and social posts. From there, you can layer in textures, patterns, and photography styles that reflect the mood of your brand. Have fun with it.
Final Thoughts on Choosing Your Brand Colours
Your brand colours will show up everywhere, from your merch to your email signature, so choose them with purpose. Keep it simple, stay consistent, and don’t be afraid to evolve as your brand grows.
At Avian Creative, our team works with you to bring your vision to life. Whether you know exactly what you want or need some thoughtful direction, we’ll help define your brand’s personality, recommend colour pairings that actually work, and build out a visual identity that feels aligned with who you are.
