Colour plays a huge role in branding. It works to attract the right audience and customers, as well as helps with perception and recognisability.

However, unless you are a trained creative, deciding on the correct color pallet for your financial branding can be a challenge. Especially when you consider that you need to choose the right colours that simultaneously work for your industry, while helping you to stand out against the competition.

Colour is a powerful communication tool, and is used by designers to subconsciously influence the viewer. Due to this, you want to be sure that you choose a colour scheme that attracts your ideal audience and accurately represents your brand.

Here is a quick guide to help you choose the right colour scheme for your financial brand.



Blue represents loyalty and trust – which is why is it a popular choice with financial institutions and social media platforms. Additionally, blue also links to feelings of freshness and cleanliness, with people thinking of air and water.



Green represents nature, growth and healing. While darker greens are closely linked to money, banking and (the growth of) wealth, light greens are more calming – and have closer connotations to health and being eco-friendly.



Yellow most commonly represents happiness, warmth and positivity. However, it is also attention grabbing and can represent caution and a warning. Research has shown that men usually perceive yellow as being childish, which is why you don’t often see it being used for expensive brands aimed at men (such as sports cars).



Orange has similar connotations to yellow (happiness and positivity for example), but is seen as even more energetic and warm. Many people link orange to creativity, youth and enthusiasm.



Red is considered to be an angry colour. On the one hand it is associated with war and power, and on the other, passion and love. Red is used in designs to grab attention, due to how the human eye is often drawn magnetically to it.



Pink is usually considered a feminine, light-hearted colour. Light pink is associated with innocence and delicateness, while bright and vibrant pinks are considered to be bold and modern.



Black represents power, elegance and authority. It is a colour that people perceive as serious, and so it is not usually found representing fun, lighthearted and/or youthful brands. On the other side, some people consider black to also represent evil and death is used in to high quantities.


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