The Best Brand Colour Palettes to Increase Engagement

Is your brand's colour scheme triggering the response you want? The answer lies in understanding colour psychology and choosing palettes that align with your brand personality.

Your colour choices directly impact customer engagement, brand recognition, and purchasing decisions. Smart colour selection can increase brand recognition by 80% and influence 90% of customers' first impressions.

<AcademyQuote>Colours actually cause emotional responses based on the palette you use. A skilled designer understands the importance of evaluating a colour scheme based on the brand, not personal preferences.</AcademyQuote>

Why Your Colour Scheme Matters More Than You Think#

You might think content is king – and you're not wrong. But here's the thing: you need to capture attention first. That's where strategic colour palettes make all the difference.

1. Create brand recognition#

Consistency builds memorability. Your visitors won't always convert on their first visit, so they need to remember you when they're ready to buy.

Colour increases brand recognition by 80%. That's a massive advantage you can't afford to ignore.

2. Shape instant impressions#

First impressions happen fast. In studies on consumer behaviour, 90% of initial assessments are based on colour alone.

This makes sense when you think about it. Colour is processed instantly – your brain doesn't need to read copy or analyse messaging to understand it.

3. Develop visual hierarchy#

Beyond emotional responses, consider how your colours interact with each other. The best approach involves understanding basic colour theory principles.

This creates order and guides your audience's eye through your design naturally.

4. Make important elements pop#

A defined colour palette helps highlight crucial elements like calls-to-action.

The Isolation Effect shows that items standing out are more likely to be noticed and remembered. Use this to make your CTAs impossible to miss without clashing with your overall design.

<AcademyProTip>Reserve one specific colour exclusively for your calls-to-action. This creates instant recognition and improves conversion rates.</AcademyProTip>

How Many Colours Should You Use?#

It depends on your design complexity and colour combinations. Monochromatic palettes might need seven or more shades to create enough variety.

You'll want specific colours for:

• 1Text
• 2Backgrounds
• 3CTAs
• 4Accent elements

Building Your Perfect Colour Palette#

Good colour choices require careful planning. They influence prospect interpretation as much as layout and typography – and when done right, they positively impact your entire brand evaluation.

1. Define your brand personality#

Start by listing 8-10 keywords describing your desired brand personality.

Ask yourself:

• 1How do I want people to feel when experiencing my brand?
• 2What words describe how I want my business to come across?

Narrow this down to 3-5 top words that'll guide your colour selection.

2. Match colours to personality#

Now connect colours to your keywords. If your brand is "strong and luxurious," avoid delicate pastels like lavender. Instead, choose intense, saturated colours like dark blues and metallics.

Create a Pinterest board at this stage. Collect images featuring colours that resonate with you – don't filter too much yet.

3. Narrow down your choices#

Step away for at least a day. Fresh eyes make better decisions.

Review your Pinterest board and select images with your favourite palettes. You can build from multiple images or focus on one strong inspiration piece.

If you're using Adobe Creative Suite, use the eyedropper tool to sample colours directly. Remember to include:

• 1A darker option for text
• 2A "pop" colour for buttons and CTAs

4. Create your final palette#

Draw shapes and fill them with your chosen colours. Include colour codes for consistency across print and digital materials.

<AcademyDadJoke>Why did the designer break up with the colour wheel? Because it kept going around in circles!</AcademyDadJoke>

Inspiring Brand Colour Palettes#

1. The Big Top#

BigTop uses an unusual but attention-grabbing combination of jewel tones – purple and blue paired with bright orange and yellow.

The cool primary colours make the warmer accent colours pop. Notice how the orange and yellow CTA grabs attention immediately.

2. Fiverr#

Fiverr reserves green exclusively for CTAs. This colour doesn't appear anywhere else on the site, creating instant recognition for action items.

3. Ahrefs#

Ahrefs uses their colour palette liberally throughout the site. Dark blue dominates, with variations appearing consistently. The same approach applies to their orange, pink, and teal accents.

4. Salt & Candy#

Neutral earth tones put visitors at ease. Salt & Candy uses light browns and forest greens to create a calming, natural feel.

5. Absa#

Absa's rebrand sparked controversy, but they maintained warmer tones from their original <a href="/blog/clusters/branding-identity" class="internal-link text-[#007756] hover:text-[#005d42] underline font-medium">branding</a>. The addition of cooler variations makes the brand feel more familiar, young, vibrant and approachable while retaining authority.

Your Next Steps#

Your colour palette should reflect your brand AND appeal to your audience. Otherwise, you're turning people away before they even realise why.

Start with what resonates with you. Choose something different from your competitors to stand out. Then test everything.

Give yourself the opportunity to make your brand as visually appealing and memorable as possible. Your engagement rates will thank you.