What to Know When Choosing Your Branding Colors

So, you’ve realized you need to be using more consistent colors for your business but are struggling to decide which ones to choose. Our branding guru is breaking down our best secrets on how to pick the best colors for your business, how many you should have + when you should be using them. Sounds amazing right? Let’s get to it!



When creating amazing brands for clients, we suggest picking 5 colors. Out of these 5, 2-3 will be primary colors, + the rest will be secondary colors. Primary colors are traditionally brighter + more bold, while secondary colors are muted or neutral. Why? It’s important to have a balanced brand that is eye-catching but not overwhelming. Bright colors are used to highlight important information, but you can also choose to ditch vibrant colors + use more moody tones, depending on what kind of vibe you’re going for. Throughout our website, we’ve used a dark, charcoal gray + medium gray as primary colors to draw the eye to key points.


The colors you choose for your brand largely depend on what type of business you are + what type of work you do. For Theory House’s site + branding, we chose taupe as a primary color to give a natural + light + airy appearance. When considering what type of organization we are, we consider our brand to be artsy, modern, luxurious + playful. To define your brand, ask yourself the following questions. Pick out a handful of words that you feel mirror your vision.

Am I serious or playful?

Am I feminine or masculine?

Am I modern or classic?

Am I youthful or mature?

Am I loud or subdued?


Next, consider feelings associated with each color. Different colors trigger different emotions. You want your brand’s colors to reflect the type of emotions potential clients or customers should experience when considering your business or products. Refer back to the list of words you’ve chosen for your brand, + look for 2-3 colors that are similar.

Orange — playfulness, friendly, vitality

Green — nature, stability, prosperity, wealth

Purple — royalty, creativity, luxury, knowledge

Pink — femininity, youth, innocence, celebration

Brown — rugged, earthy, old-fashioned, warmth

White — clean, virtuous, healthy, simplicity

Gray — neutrality, modern, subdued

Black — powerful, sophisticated, edgy

Yellow — happiness, optimism, fresh

Light Blue — tranquility, trust, openness, water

Dark Blue — professionalism, security, nautical, health

Red — passion, importance, attention, hunger

After you’ve found 2-3 colors, adjust their shades until you’re happy with how they look next to one another. Your colors should compliment one another and not compete. For example, let’s pretend we’re a smoothie company. We want our customers to feel refreshed, hydrated, healthy + happy. So, we’ve decided that orange, green + yellow will work best for our brand. At first glance, we aren’t really loving the combination of colors. But after playing with the tones, we found a look that we like.

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Now that we have our primary colors, we’re ready to pick our remaining 2. To balance the brightness, we’ve chosen a light tan + white as secondary colors. We will use light tan + white the most frequently in our branding + reserve orange, green + yellow as highlights in our design.


Feel free to select “Message The TH Team” below to send us a message, + let us know if you found this exclusive guide helpful!