Colour theory in design and why I don’t use it (exactly)

Here’s something you might not expect from a brand designer:
I don’t follow colour theory when I design. At least, not in the way you might think.

I understand it. Colours make us feel a certain way. For example, a deep navy feels trustworthy, earthy greens say “eco-friendly,” a bold red grabs your attention before you’ve even read a word. That’s the power of colour.

But when I sit down to create a brand identity, I’m not flicking through a colour psychology textbook. I work intuitively by tuning into your values, your voice, and what your brand is all about.

And that’s what makes the colours I choose more meaningful.

So what is colour theory, anyway?

In a nutshell, colour theory is the science (and art) of how colours mix, match, and clash. Colour psychology is when certain colours evoke certain emotions. For example:

• Blue is often used in the medical and tech industries because it’s seen as calming, trustworthy, and dependable.
  
• Green gets used for anything “natural” or sustainable because it says growth, balance, eco-conscious.
  
• Red screams urgency, energy, and passion and is a go-to for calls to action, food, and sports.
  
• Brown tends to feel earthy, grounded and is common in artisan brands or natural products. Depending on the shade, it can also feel vintage, luxurious, or even edgy.

It’s useful but not a rulebook. These associations exist for a reason, and they can be really useful when you’re trying to communicate something specific through your brand.

But when it comes to designing your brand? I take a different route.

Designing with intuition, not a colour wheel

When I’m working on a brand, I don’t start with a colour wheel or a swatch book labeled by mood. I don’t think, “They want to be seen as calm and reliable, so let’s go with blue.” That feels too generic, too expected.

Instead, I begin by listening.

I ask questions. I want to know what you care about, what drives you, how you talk, what you believe in. I want to understand your customers, your values, the weird and wonderful quirks that don’t fit into a template.

Once I’ve got a handle on all that, I start sketching. Shapes, symbols, metaphors and visual ways to express what they’re all about. And then I start to apply colour.

How I choose colours

When it’s time to choose a colour palette, I revisit all the conversations I’ve had with the client. I pull together the keywords and brand values we’ve uncovered that underpin the essence of what they want people to feel. Then I go looking for inspiration, not in other people’s logos, but in wider sources. Pinterest. Nature. Interiors. Packaging. Art. Typography. Infographics. The odd photograph or pattern that just feels right.

I collect colours that speak to the brand’s character. Not in a literal way, but in a “gut feel” way. I might explore bold contrasts, unusual pairings, unexpected shades, all with the goal of helping the brand stand out, not slot in.

That’s how I use colour psychology, indirectly. Not as a rulebook, but as an undercurrent. My aim is always to create something meaningful and distinctive, not just appropriate.

Examples from my work

1. A bold take on sustainability

For a brand working in natural skincare, we skipped the usual muted greens and browns and embraced a bright joyful palette with playful patterns. It still feels natural with organic references, but modern, sophisticated, and different from the crowd.

2. Fresh energy for a tech brand

Rather than the default “safe” navy blue, we went with a palette of deep pink, soft mauve, bright white and dark purple. It kept the feeling of trust, but added warmth and a fresh approach.

In summary

I know colour theory. I respect it. But I don’t follow it rigidly. My process is rooted in listening deeply, designing intuitively, and choosing colours that reflect the real identity of a brand, not the default associations of a colour chart.

The goal isn’t to be right, it’s to be true.

Get in touch to start your branding journey.