How to Choose the Right Brand Colors: A Guide to Branding with Intention
Your brand is more than just a logo—it's an experience. And one of the fastest ways people connect with your brand is through color. Whether you're starting a new business or refreshing your current brand, choosing the right color palette is key to standing out and building trust with your audience.
As a Charlotte-based digital marketing agency, we’ve worked with businesses across industries to craft brand identities that look good—and feel right. In this post, we're diving into the psychology of color, examples by industry, and tips to help you choose the best brand colors for your business.
Why Do Brand Colors Matter?
Color plays a powerful role in how we perceive and respond to brands. Studies show that color increases brand recognition by up to 80%. It's one of the first things people notice, and it instantly communicates personality, mood, and intent—before they ever read a word.
When used intentionally, your brand colors can:
Build trust
Increase recognition
Influence buying behavior
Convey your brand’s values
So, how do you pick the right colors? Let’s start with color psychology.
The Psychology of Color in Branding
Each color evokes certain emotions and associations. Here's a quick breakdown:
Blue – Trust, stability, intelligence
Green – Health, growth, calm
Red – Passion, excitement, appetite
Yellow – Optimism, energy, friendliness
Black – Sophistication, luxury, power
White – Simplicity, cleanliness, openness
Purple – Creativity, royalty, imagination
Orange – Confidence, enthusiasm, fun
Understanding these associations can help you select colors that align with how you want your audience to feel when they see your brand.
Best Brand Color Choices by Industry
Finance & Technology → Blue
Blue conveys trust, professionalism, and security—making it the go-to color for banks, fintech companies, and software brands. Brands like Chase, Dell, and PayPal use various shades of blue to emphasize dependability and intelligence.
Health & Wellness → Green
Green is connected to nature, balance, and well-being. It’s a favorite in health-focused industries like fitness, nutrition, and holistic care. Think Whole Foods, Headspace, and wellness clinics.
Luxury & Fashion → Black, Gold, Deep Neutrals
Black and gold scream elegance and exclusivity. If your brand is positioned as premium or high-end, this palette elevates your look instantly. Chanel, YSL, and Rolex all embrace this luxe vibe.
Food & Hospitality → Red, Yellow, Earth Tones
Red and yellow are known to stimulate appetite and evoke warmth and happiness. Earth tones like terracotta, mustard, and olive green work especially well for artisan or farm-to-table brands. Think McDonald’s vs. Sweetgreen—two very different aesthetics, both rooted in smart color choices.
Examples of Earth Tones:
Terracotta
Mustard yellow
Olive green
Sage
Rust
Warm taupe
Slate gray
Dusty blue
These colors bring an organic, approachable feel—perfect for brands that emphasize comfort, authenticity, or natural ingredients.
Creative & Lifestyle Brands → Bold & Playful Colors
Creative businesses—like lifestyle brands, artists, influencers, or agencies—can go wild with personality-packed palettes. Bright pinks, purples, teals, and unexpected combos help communicate originality and vibrance. Brands like Glossier, Old Navy, and Canva lean into this fun, energetic space.
3 Pro Tips for Choosing Your Brand Colors
Start with how you want people to feel.
Ask: Do I want my brand to feel calm, energetic, luxurious, playful?Pick 2–3 primary colors.
One main color, one accent, and a neutral base (white, beige, gray) keep your brand consistent and versatile.Think beyond the logo.
Your brand colors should work across everything—your website, social media, packaging, business cards, even your office space.
Why It Matters in Charlotte, NC
Charlotte is a growing hub for small businesses, entrepreneurs, and creative startups. From local cafes in South End to fintech companies in Uptown, competition is fierce—and first impressions matter.
The right color palette can help you rise above the noise, tell your story clearly, and attract the right customers. Whether you’re opening a new business in Plaza Midwood or rebranding your real estate agency in Ballantyne, color strategy is a game-changer.
Ready to Build a Brand That Connects?
At 7th Peak Marketing, we help businesses in Charlotte and beyond create branding that actually means something. From color strategy and logo design to full-service social media management, we make sure every pixel of your brand aligns with your goals.
Let’s talk color, content, and connection.
Contact us here or DM us on Instagram to get started!