What Your Brand Colours Really Mean:
Look at your brand colours for a moment.
Do they actually say what you want them to say?
Because here’s the thing: your colours aren’t just “pretty.” They’re working (or not working) hard in the background, influencing how people feel about you before they even read a word on your website.
Colour sets the tone. It tells your audience if you’re approachable or exclusive, energetic or calm, playful or serious. It’s powerful - but it’s not universal.
In China, red represents luck and celebration. In South Africa, it can represent mourning. In the Middle East, blue is believed to protect against evil. In Western cultures, blue often signals loyalty and trust.
So before you stick with your favourite shade of teal or go all in on millennial pink, ask yourself:
Who is my audience?
Where are they?
What do I want them to feel?
If you’re not sure your colours reflect the right message, let’s break it down.
Red
Red is a colour that commands attention. It’s the colour of passion, urgency, and boldness - known to raise pulse rates and evoke strong emotions.
That’s why you’ll often find it in the food and beverage industry, where brands like Coca-Cola, KFC, and McDonald’s pair red with yellow to create appetite cues and encourage quick decisions. Entertainment and tech brands like Netflix, YouTube, and Target also lean on red to signal confidence and energy.
In nature, red (along with orange and yellow) often signals danger - think poisonous berries or venomous insects. And in wayfinding, red universally cuts through noise: stop signs, emergency exits, fire alarms.
But meaning shifts with culture. In China, red is the colour of luck and celebration. In India, it’s tied to weddings and purity. In South Africa, it symbolises mourning.
Takeaways:
Emotions it evokes: Boldness, excitement, urgency, passion.
Cultural context: Fortune (China), purity (India), mourning (South Africa), urgency (Western signage).
Well-known brands: Coca-Cola, Netflix, YouTube, Target, Ferrari.
Where it works: Food and beverage, entertainment, sports, brands with energy or urgency.
When to be careful: Overuse can feel aggressive or alarming.
Orange
Orange is vibrant and full of life! A colour that radiates energy, enthusiasm, and warmth. It stimulates activity and encourages connection, which is why brands like Nickelodeon, Jetstar, and Fanta lean into it to convey fun, affordability, and excitement.
Orange thrives in industries that want to spark energy; retail, entertainment, technology, and sports. It’s often used in promotions or events to create urgency without the intensity of red.
Culturally, orange has powerful meanings. In Hinduism and Buddhism, it symbolises purity and spirituality. In the Netherlands, it represents the Dutch Royal Family and national pride. In Western cultures, it’s more commonly tied to enthusiasm, creativity, and friendliness.
Nature uses orange strategically too, from monarch butterflies to poisonous frogs, it can act as a warning. In wayfinding and signage, orange is reserved for temporary hazards like construction or detours, ensuring it captures attention instantly.
Takeaways:
Emotions it evokes: Optimism, enthusiasm, energy, friendliness.
Cultural context: Sacred in Hinduism and Buddhism; national colour of the Netherlands.
Well-known brands: Fanta, Jetstar, Nickelodeon, Etsy, SoundCloud, Penguin Books.
Where it works: Hospitality and travel, creative industries, kids’ entertainment, approachable retail, tech start-ups.
When to be careful: Overuse can feel juvenile or cheap; balance it with neutrals or darker tones.
Yellow
Yellow is bright, cheerful, and full of energy. As the colour of sunshine, it’s often linked to optimism, warmth, and creativity. Brands like IKEA and Subway use yellow to convey friendliness and approachability, while McDonald’s pairs it with red to create urgency and appetite appeal.
Yellow thrives in industries that want to uplift their audience’s mood - from fast food and retail to youth-focused brands and entertainment. It makes your brand feel more accessible, positive, and fun.
But yellow is also a colour that demands careful use. In large doses, it can cause eye strain or even feelings of agitation. That’s why most successful brands use it strategically and often paired with darker tones or neutrals for balance.
Culturally, yellow is tied to joy and happiness in Western cultures. In Japan, it represents courage. In Egypt and some Latin American countries, it can signify mourning. Its meaning depends heavily on context which makes it powerful but also risky.
Nature uses yellow as a high-contrast warning signal; think of bees, wasps, and snakes. Wayfinding follows the same principle: caution signs, traffic lights, and hazard tape rely on yellow for instant visibility and recognition.
Takeaways:
Emotions it evokes: Happiness, optimism, clarity, creativity, warmth, confidence, attention.
Cultural context: Joy in the West, courage in Japan, mourning in Egypt/Latin America.
Well-known brands: McDonald’s, IKEA, Nikon, Snapchat, Yellow Pages, Optus, JB Hi-Fi.
Where it works: Fast food, youth-focused brands, retail, entertainment, innovation-led businesses.
When to be careful: Overuse can strain the eyes or make a brand feel cheap.
Green
Green is deeply tied to nature, symbolising growth, harmony, and renewal. It evokes health, tranquillity, and environmental consciousness, which is why so many brands use it to communicate safety, wellness, or sustainability.
Woolworths, Greenpeace, BP, and John Deere all lean on green to signal trust in industries spanning health, environment, energy, and agriculture. Financial brands also embrace green, particularly in Western contexts, where it represents money, prosperity, and stability.
Green thrives in industries such as healthcare, agriculture, renewable energy, and wellness. It can make audiences feel safe, calm, and reassured, while also being associated with forward-thinking sustainability and long-term growth. In environmental policy and mapping, “green” is shorthand for land coverage and renewable resources, making it the go-to colour for climate and conservation communications.
Culturally, green holds varied meanings. In Western cultures, it’s a symbol of luck and prosperity. In Islamic cultures, it represents paradise. In China, however, wearing a green hat symbolises infidelity.
Nature uses green as camouflage; frogs, snakes, and chameleons blend into their environments to adapt and survive. In wayfinding, green reassures us: it marks exits, safe zones, and permissible actions, guiding people toward safety in emergencies.
Takeaways:
Emotions it evokes: Growth, balance, safety, renewal, prosperity, health, harmony, sustainability.
Cultural context: Luck and prosperity in the West, paradise in Islam, infidelity (green hat) in China.
Well-known brands: Woolworths, Greenpeace, Starbucks, BP, John Deere, Land Rover, Whole Foods.
Where it works: Agriculture, wellness, finance, renewable energy, sustainability.
When to be careful: Neon greens can feel “cheap,” while very dark greens can feel overly traditional or dated without modern accents.
Blue
Blue is the colour of calm, trust, and dependability. Often associated with the sky and the sea, it invokes feelings of peace, stability, and balance. It’s no surprise that blue dominates industries that rely on trust. From technology and finance to healthcare and education.
Tech giants like Facebook (Meta), IBM, HP, and Dell use blue to signal reliability and professionalism. Financial institutions such as PayPal, American Express, and JP Morgan lean on it to communicate security and stability. Even consumer brands like Pepsi use blue to stand out while still building loyalty.
Culturally, blue carries powerful meanings. In Western cultures, it represents trust, stability, and authority. In the Middle East, it’s believed to protect against evil. In some cultures, however, blue is tied to mourning.
A reminder that colour meanings aren’t universal.
In nature, blue is rare, which makes it stand out. The blue poison dart frog is striking, and a clear signal of danger. In human environments, blue reassures and guides. Light blue is often used in hospitals and psychology settings to reduce stress and create calm.
In wayfinding, blue appears on signage in healthcare, airports, and transport hubs to provide clarity and reassurance in complex spaces.
Takeaways:
Emotions it evokes: Calm, trust, dependability, security, loyalty, wisdom, confidence, stability.
Cultural context: Trust and authority in the West; protection in the Middle East; mourning in some cultures.
Well-known brands: Facebook (Meta), IBM, HP, WordPress, JP Morgan, Pepsi, LinkedIn, Dell, ANZ, Telstra.
Where it works: Finance, healthcare, education, tech, corporate brands.
When to be careful: Overuse can make you blend in (especially in finance, where blue dominates). Pair with an accent colour to differentiate.
Purple
Purple is the colour of royalty, luxury, and ambition. Historically, it was the most expensive dye to produce, reserved for kings and queens, which is why it still carries connotations of exclusivity and wealth. It also evokes mystery, spirituality, and imagination, making it a favourite for creative and indulgent brands.
Luxury and FMCG brands like Cadbury and Hallmark use purple to communicate sophistication and indulgence. In the digital space, Twitch and Yahoo! lean on purple to emphasise creativity, imagination, and community. In Australia, brands like Chatime and Aussie Broadband use purple to stand out in crowded, youthful markets.
Purple thrives in industries like luxury goods, beauty, fashion, gaming, and wellness; anywhere exclusivity or creativity is key. Culturally, purple symbolises wealth and royalty in the West, spirituality and enlightenment in Asia, and mourning in Brazil.
In nature, purple is rare, making it a colour of intrigue. The purple frog and certain corals use their unusual hues to signal uniqueness. In wayfinding and environments, purple is often used for VIP areas, premium services, or creative institutions, reinforcing its association with exclusivity and imagination.
Takeaways:
Emotions it evokes: Luxury, ambition, creativity, mystery, spirituality, wisdom, imagination, exclusivity.
Cultural context: Royalty and wealth in the West, spirituality in Asia, mourning in Brazil.
Well-known brands: Cadbury, Twitch, Hallmark, Yahoo!, Milka, Chatime, Aussie Broadband.
Where it works: Luxury goods, beauty, gaming, confectionery, wellness, education.
When to be careful: Too much can feel old-fashioned or mystical. Balance with neutrals for a modern look.
Pink
Pink is nurturing, playful, and warm. It’s often associated with femininity, romance, and compassion, making it a popular choice for brands that want to feel approachable and caring. Think Barbie, Glossier, and Victoria’s Secret - all using pink to communicate personality, softness, or indulgence. Health awareness campaigns, like breast cancer awareness, also lean heavily on pink to symbolise care and empathy.
Pink thrives in industries targeting women, children, or audiences seeking approachability; from fashion and beauty to childcare, wellness, and lifestyle startups. In Western cultures, it’s tied to femininity and romance, while in Japan, it symbolises youth and vitality through cherry blossoms. In other contexts, pink is linked to innocence, sweetness, or compassion.
In nature, pink is rare but powerful. Flamingos, certain fish, and even flowers use pink as a signal of attraction or health. In built environments, pink softens space - it’s occasionally used in hospitals or child-friendly environments to create warmth and calm.
Takeaways:
Emotions it evokes: Playfulness, romance, compassion, warmth, sensitivity, creativity, approachability, youth.
Cultural context: Femininity and romance in the West; youth and vitality in Japan.
Well-known brands: Barbie, Glossier, Baskin-Robbins, Lyft, Cosmopolitan, T-Mobile, Donut King (AU).
Where it works: Fashion, beauty, lifestyle, wellness, childcare, startups with personality.
When to be careful: Pale pinks can feel overly delicate/fragile. Hot pinks can dominate if not balanced with neutrals.
Black
Black is powerful, elegant, and timeless. It carries connotations of authority, mystery, and sophistication, which is why it’s a go-to for luxury fashion houses like Chanel, Gucci, and Prada, as well as high-tech innovators like Apple and Sony. In sportswear, brands like Nike and Adidas use black for its strength and versatility.
Black works especially well in luxury, fashion, technology, and corporate spaces where exclusivity, quality, and confidence matter most. In Western cultures, black is often tied to mourning, but it also represents sophistication (the classic “little black dress”) and formality. In Japan and many other cultures, black carries associations of elegance and mystery, while in subcultures like punk or goth, it’s a symbol of rebellion and power.
In nature, black is both camouflage and intimidation. Panthers, black bears, and crows use their dark tones to either blend in or to signal dominance. In environments, black is often reserved for formal or exclusive spaces; VIP venues, luxury retail stores, or premium packaging, adding an unmistakable air of status.
Takeaways:
Emotions it evokes: Luxury, sophistication, elegance, power, mystery, strength, authority, timelessness.
Cultural context: Mourning in many cultures; sophistication in the West; formality in Japan; rebellion in subcultures.
Well-known brands: Chanel, Gucci, Prada, Nike, Adidas, Apple, Sony, Rolex.
Where it works: Luxury, fashion, technology, sportswear, premium lifestyle.
When to be careful: Can feel cold, heavy, or inaccessible without lighter accents. Black-heavy text can also impact readability.
White
White is clean, pure, and simple. It symbolises clarity, openness, and new beginnings, which is why it dominates industries like healthcare, technology, and luxury. From Apple’s minimalist packaging to Tesla’s futuristic interiors, white conveys trust, honesty, and calm.
In Western cultures, white is tied to weddings, peace, and purity. In many Eastern cultures such as China and India, it represents mourning and is worn at funerals. Its meaning shifts dramatically depending on context, making it both versatile and symbolic.
Nature uses white as camouflage and adaptation. The snowy owl and polar bear blend seamlessly into icy landscapes, where white signals survival and purity. In wayfinding and design, white is often used as a backdrop to create contrast and legibility, clarity at its most functional.
Closer to home, white has also shaped design trends. The iconic Queenslander house, with its bright white weatherboards, shows how white can feel timeless, fresh, and welcoming in architecture. And in consumer goods, “whitegoods” - refrigerators, washing machines, and other appliances earned their name because white finishes were seen as clean, hygienic, and neutral for the home.
Takeaways:
Emotions it evokes: Clarity, purity, minimalism, calm, order, openness, peace, honesty.
Cultural context: Purity and weddings in the West; mourning in China and India.
Well-known brands: Apple, Tesla, Nike (sneakers), Adidas, IKEA.
Where it works: Tech, wellness, healthcare, luxury, interiors.
When to be careful: Too much white can feel clinical, stark, or empty. Balance it with texture, warmth, or accent colours.
Brown
Brown is grounded, reliable, and down-to-earth. It’s the colour of earth, wood, and stone, a symbol of stability, simplicity, and connection to nature. That’s why brands like R.M. Williams, Hershey’s, and Timberland use brown to signal dependability, authenticity, and ruggedness.
Brown thrives in industries like food and beverage, outdoor gear, agriculture, and crafts. It makes brands feel wholesome and hones, appealing to audiences who value simplicity, sustainability, and stability. Coffee chains like Gloria Jean’s and Nespresso lean into brown to evoke warmth and comfort, while heritage brands use it to emphasise tradition and reliability.
Culturally, brown is often tied to earthiness and reliability in the West, and more broadly, it’s connected to wholesomeness and comfort. In interiors, brown has swung back into fashion through mid-century modern wood tones and 70s-inspired palettes - leather, terracotta, and timber accents that bring a sense of nostalgia and authenticity. In the DIY and craft space, brown evokes tactile materials like clay, paper, and wood, reinforcing creativity and hand-made qualities.
Nature uses brown for camouflage. Deer, bears, and countless other species blend seamlessly into their surroundings, embodying protection and survival. In wayfinding, brown is the colour of natural and historic sites, tying spaces back to authenticity and the environment.
Takeaways:
Emotions it evokes: Stability, reliability, warmth, comfort, authenticity, tradition, ruggedness, earthiness.
Cultural context: Wholesomeness and reliability in the West; tied to comfort, nostalgia, and natural living globally.
Well-known brands: UPS, Hershey’s, Timberland, M&Ms, Gloria Jean’s, Nespresso.
Where it works: Coffee, food & beverage, agriculture, outdoor products, heritage brands, crafts/DIY.
When to be careful: Overuse can feel muddy or dated. Needs contrast, texture, or modern accents to stay fresh.
Conclusion:
The Impact of Colour on Your Brand
Colour isn’t just a secondary thought, it’s one of the most strategic choices you’ll make for your brand. The colours you choose don’t just “look nice.” They shape how your audience feels about you, influence their trust, and determine whether your business blends in or stands out.
In just a few seconds, potential customers form a judgment about your brand, often based more on colour and aesthetics than words. That’s why your palette should reflect not only your brand’s personality, but also the psychology of your audience.
And sometimes, going against the grain is the boldest move. But it has to be done with intention. If a fast-food brand used light blue, it wouldn’t resonate with the audience because that colour communicates calmness, not appetite or urgency. On the other hand, choosing colours outside your category strategically can help you stand apart in a way that still connects with your audience’s emotions.
Colour is more than decoration. It’s a strategic decision and a psychological trigger. A powerful tool in building trust, loyalty, and recognition.
When chosen with intention, your colours will do the heavy lifting for your brand.
