Colour is one of the most powerful tools in branding. It can instantly evoke emotion, shape perception, and influence consumer behaviour—all before a single word is read. The colours you choose for your brand aren’t just design choices; they’re strategic decisions that tell your audience who you are.

Let’s take a closer look at what different colours say about brands, and how companies use them to build identity and trust.

⚫ Black: Sophistication, Luxury & Power

Brands that use black: Chanel, Nike, Apple (in contrast), Lamborghini

Black is timeless and strong. It speaks of elegance, control, and authority. It’s often used by high-end fashion labels, luxury products, or tech brands looking for a minimalist edge. When used well, black adds a sleek, modern feel that can be either understated or bold.

Use black if your brand wants to feel high-end, edgy, or elite.

⚪ White: Simplicity, Purity & Precision

Brands that use white (often in combination): Apple, Tesla, Adidas

White represents cleanliness and clarity. It’s often the foundation for minimalist branding, especially in tech, lifestyle, and healthcare. It provides breathing space, enhances contrast, and helps other brand colours stand out.

Use white if you want your brand to feel fresh, modern, or pure.

🟡 Gold: Prestige, Wealth & Celebration

Brands that use gold: Rolex, Moët & Chandon, Versace

Gold is associated with luxury, exclusivity, and timeless value. It elevates a brand’s perception instantly and is often used in the fashion, alcohol, or event space industries. Gold, when used sparingly, adds elegance and gravitas.

Use gold to suggest prestige, tradition, and indulgence.

⚪ Silver: Innovation, Sleekness & Technology

Brands that use silver: Mercedes-Benz, Sony, American Express

Silver has a clean, cool aesthetic that balances prestige with modernity. It's often associated with innovation and high-tech performance. Silver tends to feel a bit more subtle than gold, but just as premium.

Use silver if your brand is modern, high-performance, or tech-forward.

🔴 Red: Passion, Excitement & Urgency

Brands that use red: Coca-Cola, Netflix, YouTube, Red Bull

Red is bold, energetic, and emotionally charged. It can spark feelings of passion, power, and even hunger. It’s ideal for brands that want to stand out and drive strong emotional reactions or quick action.

Use red to grab attention or add excitement and energy to your brand.

🔵 Navy: Trust, Reliability & Authority

Brands that use navy: IBM, Visa, LinkedIn, British Airways

Navy blue is professional and dependable. It’s a favourite in corporate, finance, and government sectors because it instils trust and confidence. Compared to lighter blues, navy feels more grounded and authoritative.

Use navy if you want your brand to be seen as trustworthy, established, and serious.

🟢 Green: Nature, Wellness & Wealth

Brands that use green: Starbucks, Whole Foods, Spotify, Animal Planet

Green is calming and natural. It’s often used in health, eco-conscious, and wellness-focused brands. At the same time, green is linked to prosperity and financial growth, making it a popular colour in the banking and fintech space too.

Use green to show your brand is balanced, healthy, or sustainable.

🌸 Pink: Playfulness, Femininity & Compassion

Brands that use pink: Barbie, T-Mobile, Victoria's Secret, Dunkin' Donuts (pink donuts!)

Pink is a colour that evokes feelings of warmth, femininity, and nurturing. It’s commonly associated with compassion, youthfulness, and fun. It’s a popular choice for brands targeting younger demographics or those in the beauty, fashion, and lifestyle industries. However, pink is also used by some brands to break traditional gender norms, creating a space for diversity and empowerment.

Use pink if your brand is playful, compassionate, or focused on empowerment and inclusivity.

🔵 Blue (Light to Medium): Calm, Trust & Innovation

Brands that use light blue: Twitter, Skype, Dropbox

While navy leans corporate, lighter blues bring in a sense of calm, openness, and innovation. These tones are often used in digital or communication-focused brands to express friendliness and clarity.

Use blue to communicate trust, professionalism, or tech-savviness.

🟡 Yellow: Optimism, Creativity & Warmth

Brands that use yellow: McDonald’s, Snapchat, IKEA, National Geographic

Yellow is cheerful and inviting. It captures attention and creates feelings of happiness and positivity. However, it’s best used with restraint, as too much can be overwhelming.

Use yellow if your brand is friendly, creative, or youthful.

🟠 Orange: Energy, Fun & Accessibility

Brands that use orange: Fanta, Nickelodeon, SoundCloud, Harley-Davidson

Orange is playful and energetic, blending the excitement of red with the friendliness of yellow. It’s ideal for brands looking to be bold and approachable at the same time.

Use orange if your brand is youthful, adventurous, or value-driven.

🟣 Purple: Luxurious, Mysterious, and Imaginative

Brands that use purple: Cadbury, Hallmark, Twitch, Yahoo

Purple has long been associated with royalty, luxury, and spirituality. It’s also linked with creativity and mystery, making it a favourite for brands that want to stand out as premium, artistic, or unconventional.

🌈 Multicolour: Diversity, Playfulness, and Inclusivity

Brands that use multicolour: Google, Microsoft, eBay, NBC

Using multiple colors can communicate diversity, creativity, and inclusivity. It’s ideal for brands that serve a broad audience or want to come across as fun, friendly, and accessible.

Final Thoughts

Choosing the right colour isn’t just about personal preference—it’s about strategic storytelling. Whether you want your brand to feel premium, grounded, energetic, or serene, your colour palette should reflect your values and speak directly to your audience.

The key is consistency and intention. Pick colours that match the tone and personality of your brand, and use them deliberately across your visual identity to build trust and recognition.

Need help refining your brand colour palette? Let’s work together to create a look that aligns with your brand’s purpose—and stands out in all the right ways. 🎨

Contact Kudos if you'd options paired with your brand mood boards or existing colour palettes.  We're here to help you create an experience that your clients will love.