Colour Choices in Branding

Colour is often the first thing people notice about a brand. It influences recognition, emotion and how information is read.

Colour and perception

Colours carry associations, though they vary by culture and context. Blue is often linked with trust, green with nature or growth, red with energy or urgency. Use these associations as guidance, not rules.

Building a palette

• Primary colour: the main brand colour.
• Secondary colours: support and variety.
• Neutrals: backgrounds and text.
• Accent colour: calls to action and highlights.

Stand out in your market

Look at competitors. If everyone uses the same colours, a different palette can help a brand stand out.

Accessibility first

Ensure sufficient contrast between text and background, and never rely on colour alone to convey meaning.

Consistency across media

Define exact values for screen and print, and test colours on different devices and materials.

Apply colour with purpose

Use the accent colour sparingly so it draws attention where it matters, such as primary buttons.

Get the palette right

oceanone's designers create brand palettes as part of our corporate identity work.