What Is Colour Theory & Why Does It Matter?

Colour theory is an integral part of what we do at Prototype.

A designer’s tool kit is made up of many things, but quite a big chunk of our brains goes to understanding how to work with colour, and that includes how colours make consumers feel.

What exactly is colour theory?

Colour theory refers to the guidelines that designers abide by and use to make sure we consistently choose the most appropriate palettes for our clients.

Richter colour palette
A colour palette we used when working with Richter

It may surprise you to learn that design and branding aren’t created just because it looks nice, there is a great deal of psychology that goes into choosing what shade, shape and effect we’re putting into our designs. Ultimately, we’re attempting to bridge who you are to what the consumer wants, the action we want them to take and how we would like them to feel when they see your branding.

Why is colour theory important?

Colour affects our mood and actions more than we think. Studies have shown that colours can change our temperament, suppress our appetite and even raise our blood pressure. Once we understand that, we start to get a sense of how important it is to choose the perfect colours for a brand.

What is your brand personality?

To choose the perfect colour scheme, you must have a good idea of what you need your consumers to think when they look at a piece of your branding. Have a gander below and see which brand personality fits your organisation the best.

Brand Personality

  • Sincerity
  • Down to earth
  • Honest
  • Wholesome
  • Cheerful


  • Daring
  • Spirited
  • Imaginative
  • Modern


  • Reliable
  • Intelligent
  • Successful


  • Glamourous
  • Charming
  • Feminine


  • Outdoorsy
  • Tough

Our designers know that different colours appeal to different audiences and can be affected by age, gender and even geographical location. For example, children are 8 times more likely to associate the colour red with happiness vs. adults. Western cultures usually relate green to jealousy, while Middle Eastern cultures typically associate green with fertility. So, make sure your designer has a full picture of who your target market is.
There’s never a hard and fast rule for choosing the perfect colours for your brand. Our designers take into consideration everything from your company history, to your future geographical locations to create some really innovative branding and design. Colour psychology marketing can make a huge impact on your business conversion rates, so it shouldn't be brushed to the side.
Essentially, we want to reinforce your identity and help to convert those potential customers in every way we can. We are one of the best branding agencies based within Rotherham and beyond. Chat to us today to see what we can do for your business.

Elevate your brand.

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