How to pick the right colour palette for your brand

Colour is one of the first things people subconsciously register when they land on your website. Before they even read a word of your copy or interact with your design, they’re already making snap judgments about your brand just based on your colour choices.

And that’s why picking the right website colours isn’t just about aesthetics. It’s about strategy.

Colour influences how your brand is perceived, how people feel when they interact with you, and whether they trust you enough to buy. But, in my opinion, colour psychology alone isn’t enough. If you Google “colour psychology,” you’ll see things like “blue = trust” and “yellow = happiness,” but in reality, colour choice is much more nuanced than that.

So how do you actually choose the right colours for your website? Let’s break it down.

1. Colour sets the tone for your brand

I recently worked with a mortgage company that was dead set on using red in their branding. Their logic was that it reminded them of the red “SOLD” signs used in the property industry, and would make them stand out.

But when I asked them how they wanted people to feel about their brand, they said: professional, high-end, and traditional.

And there’s the problem. Red can be seen as bold, urgent, and even aggressive. It’s commonly used for discount brands and companies that want to grab attention fast (think fast food, clearance sales, and sports brands). It wasn’t aligned with the trust, stability, and longevity they wanted to project.

After lots of discussion and ideation, we went with a deep green instead. This colour is associated with wealth, security, and prestige. And let’s just say, their brand suddenly looked a lot more aligned with their values.

What to do:

• Before choosing colours, ask yourself: What do I want people to feel when they interact with my brand?

• Look at industry norms—but don’t blindly follow them. Instead, think about how you can stand out while still aligning with your brand values.

2. Accessibility matters more than aesthetics

One of my biggest pet peeves? When businesses pick colours that look gorgeous together but are impossible to read when layered on top of each other. A light pink and a light purple? Stunning separately. But if you put light pink text on a light purple background? No one is reading that. And if they're your two core colours in your logo design, people won't be able to see where one element ends and one starts, especially on smaller screens.

Accessibility is so important, and not just for inclusivity reasons (although that alone should be enough). It also impacts how easily people can navigate your website and take action. If they have to squint or highlight text to read it, they’re leaving your site.

What to do:

• Test your colour contrast to make sure text is easy to read on its background. My go-to tool for this is Colour Contrast Checker (https://colourcontrast.cc/).

• Always have at least one high-contrast colour pairing in your brand colors (e.g., dark navy with white, deep green with beige, black with bright yellow).

• For calls-to-action (buttons, links), pick a colour that stands out from the rest of your palette so it’s obvious where to click.

3. Colour psychology is useful, but context is needed

Yes, colour psychology is real. But you can’t just pick colours based on their general meanings and call it a day (although it would make my job easier!). You also have to think about how those colours are used in your industry.

For example, purple is associated with luxury and indulgence. But if I were launching a new chocolate brand, I wouldn’t use purple, because Cadbury owns that colour in that space. Instead, I’d look at what’s unique to my brand’s identity rather than just general color psychology.

What to do:

• Look at your competitors! Are there any colours that are too commonly used in your space? If so, avoid them.

• If a colour has strong industry associations (e.g., blue for corporate brands, red for fast food), decide whether you want to lean into that or go against the grain to stand out.

4. I moodboard to find a clients unique colour palette

If you have no idea where to start with picking colors, I always recommend starting with a moodboard.

This isn’t about pinning a bunch of random colour swatches. Instead, focus on imagery that evokes the emotion you want your brand to create.

• If you run a luxury spa? Find images of tranquil nature scenes, soft textures, calming interiors.

• If you’re a bold, high-energy fitness brand? Look at vibrant sports photography, energetic patterns, and high-contrast design.

• If you’re a cosy, small-batch candle brand? Find earthy tones, soft lighting, and natural materials if that's the type of candles you make.

Then, step back and look at the colour themes that naturally emerge. Often, the right colours are already there and you just need to extract them.

What to do:

• Create a Pinterest board to collect imagery that reflects your brand’s personality.

• Identify the most dominant colours across those images. Those are often the right fit for your palette.

• If you’re stuck, try pulling colours from photography rather than digital swatches—real-world colours often feel more natural and unique.

Pick a colour palette that works for your brand, not just one that's trending

Your website colours aren’t just about looking good. They should reinforce your brand message, feel intentional, and be easy to interact with.

✔ Think about how you want customers to feel

✔ Make sure your colours are accessible and easy to read

✔ Consider industry norms, but don’t be afraid to stand out

✔ Use a moodboard to find colors that feel uniquely you.

If you need help picking a brand colour palette that actually works for your website, then I include branding as an add-on to my website design service. So get in touch and I’d love to help you define a brand that feels like you, rather than one that just follows the trends.