why is a colour palette fundamental to your brand

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why is a colour palette fundamental to your brand


Mere colour, unspoiled by meaning, and unallied with definite form, can speak to the soul in a thousand different ways.

Oscar Wilde

Have you ever wondered why a colour palette is so fundamental to your brand? No? Well, that’s pretty quite a shame. I guess that, at least, you have wondered why some colours’ visual impact suggests ideas while other colours induce others.

By conveying emotions and impressions, colours attract the eye and get messages faster than words.

According to a study conducted by the University of Sheffield, the first impression is formed in the human mind in about 90 seconds from interacting with other people but also with products and brands. And colour plays a key role!

If it is true that our perception of colours is extremely unstable, because it is influenced by various external factors such as mood, age, sex, experience and cultural context, it is equally true that a colour palette helps to provide information on the brand and to guide any choice and purchase decisions.

How to efficiently use colours in your communication strategy

The continuing instability of the market and the competition’s behaviour has created the need to focus on the emotional aspect of one’s brand, to help establish a lasting bond with the consumer and win the trust of possible new customers.

The visual stimulus is the first sensory aspect that guides us in the choice. Therefore, it is necessary to pay the proper attention and acquire the correct notions on a critical element that unconsciously manages to communicate a brand’s personality: the colour palette.

Colour in marketing affects consumers’ perception of the brand and plays a crucial role in branding strategies. It is an essential element in building a brand because the first communication of information occurs.

In marketing, visual stimulation is of fundamental importance as the new consumer is increasingly oriented towards aesthetic pleasure in his purchasing decisions. In fact, he wishes to combine the functionality of the product that acquires its pleasantness in terms of design, packaging, style and colour. Marketing researchers have become aware of these aspects and have enhanced the view in various advertising forms.

If colours are important in traditional retail, in online purchases, they are in fact fundamental, as the tactile and olfactory element is missing.

Communication has different aspects, in addition to the words and how we communicate there is non-verbal communication consisting of the looks and expressions we make. In the web marketing field, this turns into communication through the colours we use for our Brand Identity and consequently for our site.

Colours in Marketing

An anecdote tells that Facebook is blue because its creator Mark Zuckerberg seems to be colour blind: having a selective blindness to red and green it is only natural that he chose this colour. But regardless of colour blindness, the colour of a logo or a website can affect our emotions and moods. And for this reason, companies choose colours for their corporate image that are consistent with their business and the positioning characteristics they aim for.

The truth is that the use of colour increases brand recognition by 80%. But colours do not have a universal meaning: each culture associates different properties with each chromatic shade. The perception of colours is linked to our individual experiences and our place of origin.

The perception of colours for men and women

An essential element that must be taken into consideration is the sex of the audience that will have to see it: several studies have shown that males and females have different colour preferences.

Analyzing the image above we can see how some colours, for example green and blue, are appreciated by both sexes instead of purple, which only attracts the female sex.

It is not just a matter of taste, but according to a study published in Biology of Sex Differences, men and women do not see things in the same way for real, which could have deep roots in human evolution.

According to the research, conducted by psychologist Israel Abramov of Brooklyn College, women are better able to distinguish colours, while men are more adept at identifying fast-moving objects and catching details in the distance: which, according to scholars, could be the result of an evolutionary adaptation linked to our past as hunter-gatherers.

It could be explained by considering that the two sexes have developed different psychological abilities to better respond to their roles in prehistory: male hunters “would have been better able to identify possible prey or predators from afar”, while females, gatherers, could have adapted so you can more easily recognize static objects, such as berries and fruits, by colour.

And as with other sensory systems, such as smell and hearing, it was so evident that men and women have differences.

So the choice of colours should be made after a reasoned targeting of the personas that may be most suitable for our strategy.

Call to action: which colour palette is a better choice to generate conversions

There is no universally valid method to understand which colour palette to use for our brand. However, we can refer to the so-called “isolation theory“, according to which people recognise and memorise a graphic element better when it stands out due to its visual characteristics, entirely from the environment that surrounds it.

There are two ways to generate this visual effect:

  • Creating a visual structure based on analogous colours and generating the contrast of the call to action with their complementaries (also works with tertiaries)
  • Using a palette of only three elements for the whole website: a background colour, a structural colour and an accent colour (used only on elements that stimulate the user’s attention)


As we have seen, there is no univocal answer to the question, so it is not possible to establish in advance which is the best method to use, other than to turn to the science of neuromarketing.

You will see that you will regularly increase traffic and conversions once you adopt the best solution for your site.

Can’t you wait to get started or renovating your site but you are still confused about what to do? Don’t worry! Drop us an email and talk to one of our experts.

Ilaria Nazzaro
Ilaria Nazzaro

Co-Founder & Managing Director

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