How color psychology influences your brand experience

Sometimes we need a good dose of design magic, and this time it's all about color! Color not only determines the atmosphere of your brand, but also the look and feel you evoke from your target group. So a powerful tool — but how do you choose exactly the one shade that brings your brand identity to life? 💙

Fortunately, we have an in-house team of designers here who can dream, feel and breathe color. So who better to ask these questions than our own color specialists?

Of course, it all starts with determining the colors for a brand identity. How does our team determine these colors and what factors play a role in this?

Choosing a suitable color palette starts with the essence of your brand: what industry is it in, what is the desired look and how can color enhance that? 💪🏼 Some sectors have standard colors — green for durability, blue for reliability — but the choice also depends on whether you want to stand out or compete. In addition, color and shapes also tell the story of your brand. Tough and powerful? Then dark or bright tones are a good fit for you! Soft and friendly? Then go for light, subtle colors. An appropriate color palette not only provides the right look for your brand, but also offers sufficient contrast for text, backgrounds and graphic elements.

What emotions do different colors evoke, and how do you translate that into a brand?

Color is magic! It evokes emotions, creates associations and can make or break your brand. But how a color is experienced varies from person to person. Still, color psychology gives us a convenient starting point: blue feels trustworthy and businesslike, while red can express both passion and danger.

Do you want to play it safe? Then you can follow the known color associations. But the real magic lies in the combination! By smartly mixing colors, you decide which emotion prevails and how your brand ultimately feels.

Are there color combinations that you often use or avoid? If so, Why?

Choosing colors is an art — and good design is all about contrast and balance. Bright tones such as orange, red or pink pop on a dark background, while yellow is often just too subtle to be clearly visible. And too much of the same thing? Dark on dark or neon on neon makes for an unclear design. And bright red with bright green? That's a no-go for our designers.

Our designers also usually ignore pure black and white. A subtle shade, such as off white or a soft anthracite, feels calmer and is easier on the eye. After that, it's about the perfect match: two colors that reinforce each other and give the design that little bit extra.

And remember: contrast is key! 🔑 It draws attention to where you want it — from buttons to key elements. This way, your design will not only be beautiful, but also functional.

How do you help customers choose the right colors for their branding?

A strong color palette starts with good research. What does the market do? What colors do competitors use? And above all: what fits the unique features of your company? Do we stay within the lines or do we opt for a surprising, out-of-the-box approach? The right colors can make a brand shine! ✨

However, it is difficult for many customers to imagine a perfect color combination. That's why we work with a work session to translate wishes and determine the right direction during the stylescape phase. Sometimes it takes a little bit of stubbornness to show what really works.

Our approach? We make a version in the existing colors and a variant with a carefully selected color palette. And it often turns out: as soon as customers see the difference, they firmly opt for the new combination!

What misconceptions do you often see among entrepreneurs when it comes to colors in branding?

Many entrepreneurs play it safe when it comes to color. “Coolblue and Bol are blue, so we want that too.” But is that the smartest choice? Sometimes it's more powerful to go in a different direction — as long as it matches your target group and brand vision.

Another pitfall: using too many colors. The more shades, the faster your brand loses coherence. Our motto? Less is more! A well-thought-out color palette ensures familiarity, reliability and the right appearance. Because color is more than beautiful — it's strategic! 📈

Do you have a favorite color combination that you think always works?

Color is personal — and that's what you see in our team too! Dark green combined with a bright contrasting color makes Bryan very happy. Romi replaces dark green with shades of beige, while Yoerdan swears by (dark) blue and a good dose of (bright) orange.

Every designer has their own style, but one thing is certain: color makes a world of difference! 🎨