Colour is more than just aesthetics—it’s a powerful tool that influences emotions, decisions, and brand perception. Whether we realize it or not, colours impact how we feel about a business, from first impressions to long-term associations.
As a designer and business owner, I carefully choose colours that align with the message and experience I want to create. In this post, I’ll break down how colour psychology plays a role in branding and take a closer look at the colours in my own businesses: Flex Connections and Flex Photography Ltd.
Why Colour Psychology Matters in Branding
Have you ever noticed how certain brands make you feel a specific way just by their colours? That’s no coincidence. Colours have psychological associations that shape how we perceive businesses. Here are some common meanings behind colours in branding:
❤️ Red – Passion, energy, urgency, boldness, excitement
🧡 Orange – Creativity, enthusiasm, friendliness, warmth
💛 Yellow – Optimism, happiness, youthfulness, positivity
💚 Green – Growth, nature, health, balance, renewal
💙 Blue – Trust, reliability, professionalism, calmness
💜 Purple – Luxury, creativity, wisdom, spirituality
🩷 Pink – Compassion, romance, femininity, approachability
🤎 Brown – Stability, warmth, dependability, nature
🖤 Black – Elegance, luxury, power, sophistication
🤍 White – Simplicity, minimalism, purity, clarity
⬜ Grey – Neutrality, balance, practicality, modernity
How Colours Impact Consumer Behaviour
Brands don’t just pick colours at random—there’s psychology behind them. Studies suggest that up to 90% of first impressions about a brand come from its colour choices alone! Here’s how colours influence consumers:
• Trust & Credibility – Banks and financial institutions frequently use blue because it evokes trust and reliability (e.g., PayPal, Facebook, Chase Bank).
• Excitement & Action – Red is often used in clearance sales and fast food (e.g., Coca-Cola, McDonald’s, Netflix) because it encourages quick decision-making.
• Creativity & Energy – Orange and yellow are often seen in brands that want to appear fun, energetic, and youthful (e.g., Fanta, Nickelodeon, Snapchat).
• Luxury & Exclusivity – High-end brands lean on black, gold, and deep purples to create an air of prestige and sophistication (e.g., Chanel, Rolex, Versace).
Colour choices are strategic, and understanding how they affect perception can give your brand an advantage.
Common Colour Combinations in Branding
Just as individual colours send messages, colour combinations also play a crucial role. Some iconic combinations and their associations include:
• Red & Yellow – Used by McDonald’s, KFC, and Shell, this mix creates a sense of urgency and appetite stimulation.
• Blue & White – A popular choice for healthcare and tech brands (think Facebook, IBM, Oral-B) because it feels clean, calming, and professional.
• Black & Gold – Frequently used by luxury brands like Chanel and Lamborghini to signal exclusivity and sophistication.
• Green & Brown – Common for organic, eco-friendly brands (Whole Foods, Starbucks) as it reflects growth and sustainability.
If you’re building a brand, think not only about individual colours but how they work together to create a cohesive identity.
Flex Connections: Bold, Professional, and Modern
Breaking Down the Flex Connections Colour Scheme
My Flex Connections branding uses a strong combination of black, white, and two bold reds; a palette that conveys professionalism, energy, and confidence.
• Red: These shades of red symbolize passion, action, and strength. Red is known to grab attention and evoke urgency, which aligns with my goal of helping businesses establish their online presence quickly and effectively.
• Black: Black represents professionalism and sophistication, reinforcing the idea that my services are high-quality, reliable, and built for long-term success.
• White: White creates balance and ensures clarity, keeping the design modern, clean, and easy to read.
This colour combination is bold yet balanced—just like the digital solutions I provide for businesses.
Flex Photography Ltd: Warm, Natural, and Intentional
If you visit my Flex Photography Ltd. website (www.flexphotographyltd.com), you’ll notice a carefully curated colour palette that reflects both my photography style and the experience I want my clients to have.
While Flex Connections uses bold reds and blacks for a modern, high-energy feel, Flex Photography Ltd. embraces a mix of deeper and softer pinks, paired with neutral tones.
Here’s why:
• Raspberry Pink – This shade, which matches my logo, represents passion, confidence, and creativity. It’s a bold yet inviting colour that embodies the emotions I aim to capture—whether it’s an intimate boudoir session, a powerful branding shoot, or a heartfelt wedding moment.
• Soft, Light Pinks – Throughout my website, I use lighter shades of pink to create a warm, welcoming, and comforting atmosphere. These tones evoke a sense of softness, connection, and femininity, which aligns with my focus on capturing authentic and emotional moments in a natural way.
• Neutral & Earthy Tones – While pink is the standout, I balance it with neutral and earthy elements to keep the design clean and timeless. This ensures that the photography itself remains the centrepiece, while the colour palette enhances the overall aesthetic without overpowering it.
This combination creates a brand identity that is both elegant and inviting, making clients feel comfortable and confident when booking their sessions.
Final Thoughts: Colour is More Than Just Looks
Colour is a powerful storytelling tool in branding, influencing everything from customer trust to buying decisions. Whether it’s the bold confidence of red and black in Flex Connections or the warm, inviting tones of Flex Photography Ltd., each colour choice is intentional and reinforces the experience I want to create.
Are you happy with your brand’s colours? If you’re unsure whether your branding is sending the right message, I’d love to help! Let’s chat about making your business stand out.