Why Brand Colours Matter (So Much More Than You Think)

Colour is emotional. It influences how people feel, what they remember, and even what they buy. That’s why choosing a strategic colour palette is such a vital step in building a timeless, luxury brand.

This isn’t just about aesthetics—it’s about how your brand makes people feel. That’s especially important in industries like photography or weddings, where emotions drive decisions.

Using Colour Psychology to Build Emotional Connection

Colour psychology is the study of how colour affects perception and emotion. People tend to associate specific colours with shared feelings—for example, blush tones often evoke softness and romance, while deep navy signals trust and professionalism.

Even within the same colour family, different shades create different moods. A dusty rose feels calm and nostalgic, while a bold fuchsia demands attention.

Curious about the meaning of each colour? Click here to dive deeper into colour symbolism.

Choosing Colours That Work for Your Brand

When designing your brand palette, it’s about more than just what looks pretty together. Consider these three strategic points:

• Your brand personality: Is your brand romantic, bold, minimal, earthy, playful? Let your colours reflect that essence.
• Your target audience: What colours resonate emotionally with your ideal clients? Photographers and wedding pros, for example, may lean into soft neutrals, timeless greens, or elegant pastels.
• Your competitors: What colours are already being used in your space? Find a palette that makes you feel distinct.

The 3 Colours Every Brand Needs

Let’s break down what your colour palette should include:

✨ Dominant Colour

This is your brand’s signature colour—the one people will associate with you. It sets the mood and tone. Think of it as your background colour or the one used most often across your brand assets and website.

✨ Complementary Colour

This colour enhances your dominant shade. It brings balance and creates visual harmony. Use it for headers, secondary graphics, and accents on your site or social posts.

✨ Accent Colour

This is your pop of contrast—the one that draws attention. Perfect for buttons, links, or key moments on your website where you want people to take action.

Bonus: Don’t Forget Neutrals

Luxury brands often lean on neutrals—whites, beiges, greys, and blacks—to create space and let the hero colours shine. These tones add elegance and refinement to your palette.

The 60/30/10 Rule for Colour Balance

This classic rule helps create visual harmony:

• 60% Dominant colour (e.g., website background or main brand colour)
• 30% Complementary colour (e.g., logo, headlines, image overlays)
• 10% Accent colour (e.g., buttons, call-to-actions)

But here’s the secret: You don’t have to stick to it rigidly. If switching up the ratio creates a better flow—go for it. Design is about balance, not rules.

Pro Tip: Check Your Palette in Greyscale

Once you’ve picked your colours, try converting them to greyscale. This quick trick helps you check if there’s enough contrast between them—super important for readability and accessibility, especially on your website.

Your Brand Deserves to Feel Intentional

Whether you're a wedding photographer, event stylist, or creative service provider, your brand colours are doing more than looking pretty—they’re communicating how people should feel when they interact with your business.

If you want help creating a colour palette and website that feels like you, let’s chat. I design websites that are emotionally driven, strategically built, and visually aligned with your brand's personality.

Ready to design a website that connects with your dream clients?

Thanks for reading!
Kami x