Colour is often the first thing people notice about a brand — before the shape, before the name, before any rational explanation. It creates a feeling. And that feeling forms instantly. That is why choosing a colour is never just an aesthetic decision or a matter of personal preference.
In practice, I’ve often seen colour discussions begin with the phrase: “I just like this tone.” And that’s completely understandable — colours speak to us intuitively. But when building a brand, intuition alone is not enough. Colour is more than a visual accent. It becomes part of the brand’s voice, its atmosphere, and often the foundation of trust.
Brand perception begins with feeling
People rarely analyse colour consciously, yet they react to it immediately. Dark blue often conveys stability and reliability. Green can signal balance or sustainability. Red attracts attention and creates energy. These associations are not absolute, but they exist — and they influence perception.
When colour aligns with a brand’s values and essence, communication becomes consistent. When it is chosen randomly or simply because “it looks good,” a subtle dissonance can emerge. And dissonance in brand communication often results in confusion or hesitation.
Colour can help build trust — but only when it is an intentional choice, not an accident.
Colour as part of a larger identity
When choosing a brand colour, it is important to think beyond the logo or a few isolated design elements. That colour will run through marketing materials, appear across different channels, and repeatedly reinforce the brand image over time, shaping how it is perceived in the long term.
Gradually, colour becomes an element of recognition. It begins to live beyond design files — it becomes a feeling people associate with the brand. This is why colour choices should be grounded in brand values, target audience, and positioning, rather than personal preference alone.
What we always ask before choosing colour
Before developing a colour palette, Gud Design always asks one essential question: what should this brand make people feel?
Not — which colour do we like more.
But — how should someone feel when encountering this brand?
When that answer becomes clear, colour is no longer a matter of taste. It becomes an intentional, informed decision that helps a brand be not only visually appealing, but confident and trustworthy.