Colour psychology in branding explores how colours evoke specific emotions, influence perceptions, and impact decision-making, ultimately shaping how customers view and interact with brands.
We don’t just see colours, we feel them, which makes colour one of the most powerful tools in your design toolkit.
Brands are moving away from traditional palettes and experimenting with unexpected colour combinations that resonate emotionally with their customers.
In 2025, several colour trends are emerging across different industries. Pantone chose “Mocha Mousse” as its Colour of the Year, a warm, earthy brown. Other trending colours include seafoam green, butter yellow, terracotta sunset along with soothing blues like azure afternoon and ice blue are also predicted to be popular.
Choose colours that not only stand out but also align with your brand’s values and the emotions you wish to evoke. Conduct thorough research on colour psychology to find the palette that best represents your message.
The colour wheel is great for pairing colours or understanding primary colours vs. secondary colours.
- Red: Passion / Love / Power
- Orange: Vitality / Happiness / Energy
- Yellow: Joy / Positivity / Intellect
- Green: Growth / Wealth / Balance
- Blue: Tranquillity / Integrity / Wisdom
- Purple: Intuition / Royalty / Creativity
Out of interest Current Consulting’s branding colour range of Turquoise evokes clarity of thought and communication. It is one of the most inspiring colours in marketing, associated with recharging the spirit, replenishing energy levels, and provoking positive thought. Turquoise calls to mind creativity and self-expression. This is why you’ll often see it in communication-centric brands.
Your brand’s visual identity strongly influences how the world perceives your business. And colour is one of the most essential components of visual identity.
Next time you’re designing a project — don’t just pick a random colour. Think about what you want to convey and how you want to come off to your target audience and find the colour that corresponds with that.