How to Pick the Right Colours for Your Brand: A Guide for Small Businesses
Colour + design = feelings. And feelings sell!
If you want people to instantly get your brand, trust you or feel excited when they see your product, colour is the first tool in your branding toolkit. But most brands either play it safe or just copy what’s trending - and end up looking like everyone else in the process.
So, let’s fix that.
Why Colour Is So Powerful in Branding
Colour isn’t just a vibe - it’s a shortcut to emotion, recognition and trust.
Whether it’s the rich purple of Cadbury or the bold red of Coca-Cola, great brands use colour to say who they are before you even read a word.
But too many small businesses pick colours based on what their competitors are doing. That’s why the beauty industry is full of soft pinks and neutrals. It’s safe. But it’s also… boring.
If you want to stand out, don’t just copy - get strategic.
Start with Strategy, Not Aesthetics
Before you even open Coolors or Pinterest, ask yourself:
Who am I trying to attract?
What do I want people to feel when they see my brand?
What vibe or personality am I going for?
This is where brand archetypes, competitor research and moodboards come in. They help you figure out what’s already out there - and how you can do it differently.
What to Actually Think About When Picking Colours
Here are a few questions worth asking:
What do I want to be known for?
Who do I want to attract?
What do I want people to feel when they see my packaging, website or Insta grid?
Are there any colours I definitely don’t want to use?
What colours make sense for the product or service I’m selling?
And remember: it’s not just about what you like - it’s about what connects with your customers!
Building a Colour Palette That Actually Works
A good colour palette is about more than just picking a couple of pretty shades. Here’s what to think about:
Keep it small to start: If you’re DIY-ing, stick to 2-3 colours max to start. Once you’ve nailed that, you can add a few more flexibility.
Use roles: Have clear primary, secondary and accent colours. That way, your visuals feel cohesive - not chaotic.
Check contrast: Don’t forget legibility. Use a free contrast checker (like this one) to make sure text stands out against backgrounds.
What To Avoid
DIY colour chaos is real. The most common mistake I see is DIY-ers going wild and picking wayyyyy too many colours that don’t work together. It ends up looking messy, inconsistent and unprofessional.
A general rule of thumb is, if you’re doing it yourself, limit your palette and test how it actually works on your stuff - not just how it looks on a moodboard.
How I Help Clients Choose Their Colours
When I work with clients, it’s all about finding colours that:
Reflect your brand personality
Appeal to your dream customers
Feel different from everyone else in your niche
It’s collaborative, I always ask what you like or don’t like - but I’ll also challenge you if I think a different route would stand out more!
I don’t offer colour consults on their own, but if you’re working with me on a full branding package, it’s a big part of the process.
You can see examples of bold, personality packed palettes I’ve created here!
