The Psychology of Colour in Branding: How Your Palette Shapes Perception

Written By Chloe Miller

Discover how colour psychology influences brand perception. Studio Clover shares how to choose a palette that builds trust, emotion, and recognition.

Introduction

Colour is more than a visual choice—it’s a strategic branding tool.
In brand identity design, colour psychology shapes how people feel about your business, often before they read a single word. The right palette can spark emotion, create trust, and leave a lasting impression.

At Studio Clover, we approach colour with intention – blending aesthetics with psychology to create palettes that are both beautiful and deeply aligned with your brand’s values.

Why Colour Psychology Matters in Branding

Studies show people form an impression of a brand within seconds—and up to 90% of that first impression can be influenced by colour.

In luxury and wellness branding, this is especially important. Colour selection can:

  • Establish emotional connection – Warmth, energy, or calmness

  • Reinforce brand values – Authenticity, refinement, or vitality

  • Increase recognition – Consistency builds familiarity and trust

The Emotional Language of Colour

Warm Tones – Energy, Vitality, Connection

Rich ochres, terracottas, and warm neutrals radiate passion and optimism.

  • Brand examples: Hermès (vibrant confidence), Grown Alchemist (earthy warmth), Susanne Kaufmann (natural vitality)

  • Best for: Brands that want to feel approachable yet elevated, full of life and creativity.

Cool Tones – Calm, Trust, Imagination

Muted teals, soft sages, and botanical greens create serenity and aspiration.

  • Brand examples: La Mer (oceanic calm), Aesop’s green-brown blends (botanical depth), Diptyque (refined coolness)

  • Best for: Brands that want to feel grounded, intelligent, and timeless.

Neutrals — Timeless, Balanced, Elevated

Charcoal, cream, and soft taupe bring refinement and versatility.

  • Brand examples: Aesop (earthy minimalism), Chanel (monochrome elegance), Le Labo (industrial luxury)

  • Best for: Brands that value understated sophistication and longevity.

Choosing a Strategic Colour Palette

Selecting brand colours isn’t about choosing your personal favourite—it’s about aligning with your audience and your values.

At Studio Clover, we consider:

  1. Brand personality – What emotions and traits should people associate with you?

  2. Audience psychology – What colours build trust, connection, or desire in your audience?

  3. Practical versatility – How will your palette work across print, digital, and in-store experiences?

Where Psychology Meets Design

Every hue carries meaning. At Studio Clover, we use colour psychology to ensure every shade supports your brand’s story and creates the right emotional response—subtly, but powerfully.

Final Thoughts

Your brand’s colours are speaking—make sure they’re saying the right thing.
If you’re ready to uncover a palette that truly reflects your identity, explore Studio Clover’s brand identity packages and discover the art and science behind colour in branding.

Chloe Miller