Anyone who has ever worked with our founder Lisa Wilkinson will know that her favourite colour is orange. We know – the brand colour is a big giveaway! Here she tells us why she loves colour and how it can help add personality to your brand.

“I love colour – it’s one of the reasons I became a graphic designer. It’s also one of the reasons I always give my clients an insight into the meaning of their brand colours. Orange typically denotes cheerfulness, creativity, affordability and enthusiastic – all brand characteristics I’d like to think my clients feel they’ve benefited from after working with me.

I was chatting about this to a client who had a professional interest in brand personality. She introduced me to the five dimensions of brand personality (sincerity, excitement, competence, sophistication and ruggedness), and together we thought it would be fun to see if we could put the two together. This is what we came up with.”

Sincerity – suits plain, subtle and subdued colours like blue, black and grey. These colours are often linked to isms such as: conservatism, professionalism and traditionalism.

Excitement – red is a great colour to use to convey the urgency and energy of brands with an ‘excited’ brand personality. Bright, warm, vivid colours that appear at the red end of the colour spectrum should work.

Competence – this is very similar to sincerity and so suits subtle yet strong, darker hues of colours like black, brown and green.

Sophistication – think of the most sophisticated person you know. Do you feel they are cool, calm and unflustered? Then a sophisticated colour palette should evoke the same feelings. Opt for cool, pastel shades of pink, blue, lilac, grey.

Ruggedness – brands with a rugged personality call for strong, bold, dark colours such as green, black, purple and red.

If you are thinking of giving your company’s brand communications a refresh then get in touch. The colour psychology is free!