How to Choose Brand Colours That Fit Your Market
Colour is one of the first things people notice and remember about a brand. How to choose brand colours for a Ghanaian business, from meaning and competitors to how they work in print and on phones.
Colour is often the first thing people remember about a brand. Before they read your name, they know you by your red, your green or your gold.
Choosing brand colours isn't about your favourite colour. It's about how you want to be seen, who you're speaking to, and standing apart from competitors.
Start with how you want to be seen
Decide on three to five words that describe your brand's personality: premium, playful, trustworthy, bold, calm, natural, modern, traditional.
Then think about colours that fit those words for your audience. Colour meanings vary by culture and context, so don't rely on generic "colour psychology" charts. Look at what similar colours mean in your market:
- Rich, deep colours like wine, navy and forest green often feel established and premium.
- Bright, saturated colours often feel energetic and youthful.
- Earthy colours often feel natural, handmade and warm.
- Black, white and metallics often feel luxurious or minimal.
Look at your competitors
Collect logos, packaging and social pages from your main competitors. Lay them side by side. If everyone uses blue, a strong alternative will help you stand out, as long as it still fits your personality.
Build a palette, not just a colour
A working brand palette usually has:
| Role | Purpose |
|---|---|
| Primary colour | Your signature colour, used most |
| Secondary colours | One or two to support the primary |
| Accent colour | For buttons, highlights and calls to action |
| Neutrals | Backgrounds and text: whites, off-whites, greys, near-black |
Many strong brands use a lot of neutral space and let one or two colours carry the identity. Too many bright colours at once can feel noisy and cheap.
Check it works everywhere
- On phones, in bright sunlight and dark mode.
- In print, on flyers, packaging and signage. Printed colours often look different from screens.
- In one colour, for stamps, embroidery and some printing.
- For readability, text must contrast well with backgrounds.
- Next to photos of your products and customers.
Record the exact codes
Your brand guide should list exact colour codes for screens (HEX and RGB) and print (CMYK, and Pantone where used). Without them, every designer and printer guesses, and your colours drift. See what goes in a brand guide.
Common mistakes
- Choosing colours only because you like them.
- Using too many colours.
- Copying a competitor or famous brand.
- Ignoring how colours print.
- Changing colours every few months.
Common questions
Can I use the colours of the Ghana flag?
You can use red, gold and green in your palette, and many Ghanaian brands do to signal national pride. Be careful about using the flag itself in your branding, and check any rules on national symbols.
How many colours should a brand have?
Most strong brands use one or two main colours, an accent and neutrals.
If you'd like a full identity including colour, see our brand identity service.