Choosing The Right Colours For Your Brand, plus Examples

Understanding the impact of the best colour combinations on consumer behaviour will help your brand become a success if you’ve decided to leave a corporation and set up a business or launch a game-changing new startup. 

According to research, up to 85% of consumers say colour is the most important factor in deciding which product to buy, and 92%in deciding which product to buy, and 92 per cent believe the visual appeal is the most convincing marketing factor overall. Finding the right brand colour palettes is the key element that holds recall value for a customer.



The lavish quality of the colour purple is how the concept of Cadbury began. The colours Spanish purple and gold were used to denote Cadbury as a premium product in the market. 

Stardust gold and purple have been the shades of royalty that Cadbury played with. Cadbury said that it had been using the colour in its packaging since 1914 when it opted to honour Queen Victoria’s choice. Purple is frequently thought to be a particularly regal colour because it is so strongly associated with royalty. The original reason for these links with royalty was because the Phoenician purple dye used in ancient times was incredibly scarce and expensive. These connections with opulence and privilege still exist today. Gold denotes luxury, success and achievement. White represents purity. This goes with ‘dairy’ and ‘milk’ the two terms that are associated with purity and milk.

This resonates with its consumers that Dairy Milk is a product that reflects a regal presence being a luxury treat that celebrates achievements, success and also nostalgia.

Cadbury’s consumers find that the brand indicates happiness, playfulness, love and an all-time favourite treat. This was a smart play on Cadbury’s brand colour palette.



The audience enjoys Coca-Cola ads that add a feeling of celebration that adds magic to life. Consumers love their Coca-Cola for selling them a pure experience of happiness by selling it as a pairing with their meals with family and friends, festivals, parties etc.  

Red is a powerful colour that is supposed to activate the pituitary gland, raise heart rate and increase palpitation. It can refer to feelings of love, passion, athleticism or hostility. It often symbolizes blood, danger, indebtedness or a way to end.  

This is why Coca-Cola has used the colours of power to hold the attention of their consumers who want to pair their celebrations with a bottle of Coca-Cola – their tagline reads Opening happiness. No wonder it smartly played off with the best colour combinations that seldom fail.



Yellow is one of those hues that can have two meanings: it can be bright and cheerful, but it can also connote caution or fear. This is how National Geographic I.e. Nat Geo denotes those emotions with the content it creates. The brand commits to exploring, illuminating and protecting the wonders of our world.

Depending on what shade of yellow you use, it can help your brand convey positivity, hope, joy and warmth to its audience. Yellow is a vibrant colour that conjures images of joy, happiness, and sunshine. Yellow should be used sparingly in the workplace or retail designs since it is so brilliant that it might create visual fatigue.

Summing up the colour palette for Nat Geo, yellow stands for exploration, white stands for the documented truth and black denotes strength and authority and is also a prestigious colour. Nat Geo reflects its personality in its brand colour palette.



Hamley’s is a toy store that is a panoramic picture of London. Flat, simplistic illustrations in bright hues highlight the aspects of London.

This toy store uses the colours red and white in their brand logo. To incite an impulsive splurge in customers, mostly parents and family-oriented folk, red acts like a trigger for love, excitement and impulse. They position themselves as the finest established brand in the world. 

While white stands for purity, the colour very well associates itself with the innocence of children.  

The playfulness, chirpiness and crisp design of the logo harmonize with the toy store’s philosophy of being the finest toy store brand in its competition worldwide.  

People relate to Hamley’s to pick the finest toys on the market. The variety that Hamley’s offers are unmatched. Red and white is the best colour combination that resonates with an active audience.



Green can represent Earth, nature, growth, or fortune, depending on the tint of green. 

Dettol uses the colour palette yellow-green, pear and royal blue. Green symbolizes the newness of spring, pear symbolizes the freshness of the earth and blue symbolizes water, life, holistic living and purity. Blue denotes clean water and a clean ecosystem. White stands for purity and trust. These factors have played well in instilling a trustworthy household brand that Dettol was aiming for. The consumers of Dettol relate to its disinfectant cleaning solutions and the trust that the brand has bridged among people over the years. You will easily find Dettol in almost every household.  

Green can be peaceful and even restorative when employed in an office or retail location. Green is used by a lot of nutritional, safety, and pharmaceutical companies to indicate healing. Banks, finance companies, and soldiers, on the other hand, employ a darker green in their logos. Green, like many other hues, can have a double connotation, so double-check your logo design or office décor to make sure it doesn’t come across as greedy or envious. 

Green expresses freshness, tranquillity and environmental friendliness when used correctly. 

A brand colour palette matters most for effective resonance and communication with your customers. Branding and logo designing is what we, as a marketing agency, specialize in. At Deffective Duo you’ll find a 360-degree approach to all your branding, and designing solutions.