How to Choose Brand Colors: A Comprehensive Guide

When it comes to choosing the right colors for your brand it crucial to get it right. After all, the colors you choose can affect how your business is perceived and impact your sales. But how do you choose the perfect colors for your brand? In this blog we will discuss just that. The Logo Company have had different brand colors over the last 23 years but we finally settled for orange, blue and black. I will go into a little bit more about that later on for the curious. 

The following subjects will be discussed: 


1. Key Factors in Choosing Brand Colors
2. Optimal Number of Brand Colors
3. Step-by-Step Guide to Picking Brand Colors
4. Tips for Selecting Effective Brand Colors
5. Cultural Factors to Consider When Choosing Brand Colors
6. Experimenting With Different Color Combinations
7. Simplifying the Process of Brand Color Selection

8. The Logo Company Brand Colors

9. Examples Of Good Brand Colors

10. Bad Combinations

Key Factors in Choosing Brand Colors

Most importantly, the key factors to consider when choosing your brand colros are:

  • The psychology of color
  • Your target audience
  • Personality and values for your brand.

Therefore, start by choosing a visually appealing color palette that effectively communicates your message and values. After all, a strong color palette creates brand recognition and consistency in marketing. I can’t say it often enough but choose your colors carefully as they are a fundamental part of your brand identity for years to come.

Remember that colors that are too similar to competing brands should be avoided. That might only cause confusion and you do not want to be mistaken for another company. Of course that what would be a mistake. Also ensure that the brand colors you choose are versatile and can be used across various media and platforms. Therefore, when selecting brand colors, it’s important to take the time to choose wisely and consider all of these factors.

Optimal Number of Brand Colors

Another crucial aspect is actually the number of colors that you choose as your brand colors. As a general rule, a brand should have no more than five brand colors, with two or three being the ideal number. Personally, I believe  that five cloys are way too much and that three is the ideal number to create a memorable look. This helps establish a cohesive and recognizable brand identity without overwhelming the audience with too many color options.

Of course, each color should be carefully chosen and reflective of the brand’s personality, values, and message. I keep repeating myself sometime but please consider the psychology of color and the impact it can have on consumer behavior and emotions. Often overlooked but could impact how people see you in different cultures as well. We’ll talk a bit more about cultural difference a bit later on.

By limiting the number of brand colors and using them consistently across all branding materials, a brand can create a strong and memorable visual presence in the marketplace.

Step-by-Step Guide to Picking Brand Colors

Here are 10 steps to help you pick the perfect brand colors:

  • First of all, define your brand personality
  • Then choose a primary color
  • Followed by picking secondary colors
  • Of course, consider color meanings. Limit your color palette to a few key colors to keep your brand consistent and memorable.
  • Always check the color combinations.
  • Think about color psychology
  • Understand your competition
  • More importantly, test your colors in different contexts
  • Ask for feedback
  • Make a final decision and use consistently the colors 

Using these steps, you can confidently select colors that best represent your brand and attract your target audience. Remember, choosing the right colors is important for creating a strong brand identity.

Cultural Factors to Consider

Understandably, choosing the right brand colors is crucial for any company, but it’s important to also consider cultural factors. For instance, different colors can have different meanings across different countries and cultures.


For example, in Western cultures, white represents purity and innocence, but in many Asian cultures, it is associated with death and mourning. Similarly, in Western cultures, red is often associated with danger or passion, but in China, it represents good luck and prosperity.


When choosing brand colors, it’s important to research and understand the cultural significance of each color in order to make the right choice for your target audience. Don’t let a lack of cultural awareness harm your brand, take the time to consider the impact of your color choices. My best advice, research your target market to avoid any cultural missteps.

Experimenting With Different Color Combinations

Of course have fun experimenting with different color combinations. Also crucial for creating a cohesive and memorable brand story. Furthermore, color plays a significant role in how people perceive and remember your brand. By experimenting with different color palettes, you can create a unique and recognizable aesthetic that resonates with your target audience. Most of all, a good brand coordination feeling can be achieved by mixing and matching various colors until you find the perfect combination that represents your brand’s personality and values. With the right color combinations, you can create a lasting impression on your audience.

Simplifying the Selection Process

As you might understand now, when it comes to building a brand, color is one of the most important elements to consider. However, choosing the perfect color palette can be a daunting and overwhelming task. That’s why we’ve created a simple process to help you simplify and streamline your brand color selection. (see our step-by-step above) If you follow the simple guide and taking into consideration factors such as your brand values, industry trends, and target audience. Then I feel confident that we can help you create a cohesive and effective color scheme that will make your brand stand out.

Our step-by-step process ensures that you have all the tools and guidance you need to make informed decisions and create a color palette that truly represents your brand’s personality and values. Say goodbye to the stress of brand color selection and hello to a simplified, easy-to-use process that will take your branding to the next level.

The Logo Company Brand Colors

TLC Logo in black, blue and orange. A simple beautiful button shaped logo shape and brand color. What is a logo? This is a logo to us

Let’s take a closer look at The Logo Company‘s brand colors. As I believe that they represent a modern and innovative approach. Look at the combination of orange, blue and black. In combination creating a bold and memorable impression. The brand color orange symbolizes fire and warmth, while blue represents trust and reliability. Furthermore, the power of the color black gives a sophisticated and timeless touch. These colors work harmoniously to communicate the company’s commitment to excellence and creativity.

So therefore, The Logo Company’s brand promise is consistency across all media platforms, using the same color palette throughout. After all, this helps reinforce the company’s identity and message in the minds of customers, partners and stakeholders. Overall, our brand colors stimulate positive emotions and evoke a feeling of trust and professionalism. This is part of our clever brand strategy. Most importantely, I love our colors and I am proud that we have developed such a memorable logo to go with it. 

Examples Of Good Brand Colors

North layton longhorns Education logo. Brand and black brand colors in the shape of a bull in a circular logo

Another great example of brand colors is this custom logo that we recently finished for North Layton Junior High 


I think it is a memorable look where we took into consideration personality, primary color, secondary colors and made a memorable logo. Color psychology was taken into account and we compared with a lot of similar junior high schools in the area. 

Bad Color Combinations

Is there such a thing as a bad color? Or even a bad color combination. Remember that, bad looking brand color combinations can be a deal-breaker for many potential customers. Choosing the wrong colors can make your brand appear unprofessional or unappealing. Some common bad color combinations include


Clashing colors, like red and purple


Overly bright or neon colors


Unsuitable color palettes. Just ugly basically and not pleasing to look at. 


Therefore, it is important to consider factors such as your brand’s message, target audience, and industry when selecting colors. Additionally, it’s crucial to ensure that the colors chosen are easily distinguishable, readable, and compatible with your brand’s logo Avoiding bad color combinations is essential for creating a cohesive and visually pleasing brand.

Wrapping Up

In short, pick brand colors that reflect your values and resonate with your audience. Try to consider meanings, psychology, consistency, and accessibility. Experiment with shades and use your colors consistently in all marketing materials. In conclusion, choose wisely, as brand colors reflect your personality and values.

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