Colour theory: understanding the basics
You have probably heard the term “colour theory” and thought it sounded a bit technical, or like something only artists and designers need to know.
The truth is, colour shows up in almost every part of your brand. It helps set the mood, shapes how people feel about your business and can gently influence what they do next, often without them noticing.
This guide walks through the basics in plain English, so you can feel more confident choosing colours for your brand, website and marketing.
What is colour theory and why does it matter?
Colour theory is simply a way of understanding how colours work together. Once you understand a few simple ideas, it becomes much easier to choose colours that feel intentional instead of random.
Businesses use colour to:
Spark emotion
Build trust
Stand out from competitors
Encourage people to read, click or buy
The colour wheel
The colour wheel is a simple tool that shows how colours relate to each other. It is usually shown as a circle, Sir Isaac Newton played a crucial role in developing the colour wheel we know today.
On the wheel you will find:
Primary colours
Red, blue and yellow. These are the “base” colours that cannot be created by mixing other colours.
Secondary colours
Orange, green and purple. These are made by mixing two primary colours.
Tertiary colours
These sit between primary and secondary colours and are created by mixing one of each, for example red and orange together.
Designers use the colour wheel to find colour combinations that feel balanced, bold or calm, depending on what the project needs.
Key colour terms
Here are some common terms you might see, explained simply.
Hue
The basic “pure” version of a colour, such as red, blue or green.
Shade
A hue with black added, which makes it darker.
Tint
A hue with white added, which makes it lighter.
Tone
A hue with grey added, which softens it and makes it less intense.
Saturation
How strong or vivid a colour looks. Highly saturated colours are bright; low saturation colours feel more muted.
Value
How light or dark a colour is overall.
Accent Colours
Extra colours used in small amounts to add interest or highlight important details.
You do not need to memorise all of this, but knowing the basics can help when you are talking with a designer or adjusting colours yourself.
Colour harmony
Colour harmony is about choosing colours that look good side by side. Here are some of the most common harmony types.
Monochromatic
One colour, with different tints, shades and tones. This creates a calm, cohesive look, but you may need texture or contrast elsewhere so it does not feel flat.
Analogous
Colours that sit next to each other on the colour wheel, for example red, orange and yellow. These combinations feel natural and balanced.
Complementary
Colours opposite each other on the wheel, such as blue and orange. These pairs are high contrast and attention grabbing, so they are great for highlights and calls to action.
Triadic
Three colours spaced evenly around the wheel. This can create a lively, balanced palette when used with care.
Split Complementary
One base colour plus the two colours beside its opposite on the wheel. This gives you contrast without being as intense as a pure complementary pair.
Square and Tetradic
Four colours spaced evenly around the wheel (square), or forming a rectangle (tetradic). These palettes can offer lots of variety, but work best when one colour is chosen as the main hero.
A handy way to keep any palette under control is the 60–30–10 rule: around 60% one main colour, 30% a supporting colour and 10% an accent.
What colours can say
Colours can suggest different feelings or ideas, and this can change with culture, context and personal experience. Many colours carry both positive and negative associations.
Here are some common examples:
Red passion, energy, urgency vs violence, danger.
Yellow happiness, creativity, warmth vs impatience, cowardice.
Blue calmness, trust, professionalism vs depression, loneliness.
Green nature, growth, balance vs jealousy, greed.
Orange enthusiasm, friendliness vs immaturity, cheapness.
Purple spirituality, wisdom, imagination vs decadence, excess.
Pink softness, romance, playfulness vs naivety, childishness.
Brown practicality, dependability, warmth vs predictability, dullness.
Black power, sophistication, formality vs oppression, death.
White purity, innocence, simplicity vs sterility, emptiness.
Colour across cultures
Colour does not mean the same thing everywhere. When you are designing for a broader audience, it helps to be aware of a few differences.
White
Often linked with purity and new beginnings in many Western cultures, but used for mourning and funerals in some Eastern cultures.
Red
Can signal danger or urgency in some Western contexts, but also good luck, celebration and prosperity in many Asian cultures.
Yellow
Often seen as cheerful and sunny, but in some countries it can be linked with caution or even mourning.
If your business works with clients from different cultural backgrounds, it is worth taking a moment to consider how your colour choices might be read.
Colour modes: RGB and CMYK
When you move from choosing colours to creating real designs, colour modes become important.
RGB (red, green, blue)
Used for screens: websites, social media, digital ads and presentations. Colours are created with light.
CMYK (cyan, magenta, yellow, black)
Used for print: brochures, posters, packaging and business cards. Colours are created with ink.
If you send an RGB design straight to print, your colours may shift. Setting up files in the right mode from the start helps keep things closer to what you see on screen.
Colour in branding: real world examples
Many well known brands rely heavily on colour to make them recognisable at a glance.
Google
Uses bright primary colours (blue, red, yellow and green) to feel playful, friendly and accessible.
Dove
Soft whites and gentle blues help communicate calm, care and simplicity.
McDonald’s
Red and yellow together feel energetic, warm and welcoming, which suits a family-focused fast food brand.
Some brands have even gone as far as trademarking specific colours, such as:
Tiffany & Co
This robin’s egg blue is so iconic it has become synonymous with luxury, elegance, and exclusivity.
Cadbury
The rich purple has been a key part of Cadbury’s branding for over a century.
This does not mean every business needs a trademarked colour, but it does show how strongly colour can be tied to a brand.
Putting colour theory into practice
Here are a few simple ways to use colour theory in your own business.
Know your audience
Think about who you are trying to reach and what they value. A meditation studio will likely choose very different colours to a kids’ play centre or a tech startup.
Match your brand personality
Choose colours that feel like “you”. If your brand is calm and supportive, softer tones might fit. If it is bold and energetic, brighter colours could work better.
Use contrast for readability
Make sure text stands out clearly from the background, especially for body copy and buttons. This helps everyone read your content more comfortably, including people with vision challenges.
Try the 60–30–10 rule
Use one main colour around 60% of the time, a supporting colour for 30% and an accent colour for the remaining 10%. This keeps things balanced and avoids visual overload.
Test in real life
Look at your colours on different screens and in print. Colours can shift slightly depending on the surface and light, so a quick check is always helpful.
So what does this mean for you?
You do not have to become a colour expert to make better design decisions.
Understanding a few basics of colour theory helps you:
Choose colours with more confidence
Build a brand palette that feels intentional
Create designs that are easier to read and more enjoyable to look at
Support the feelings and messages you want your audience to walk away with
Next time you are working on a logo, flyer, social post or website update, take an extra moment to think about the colours you are using and why. Small tweaks to your palette can make a big difference to how your brand is seen.
Useful colour tools
Here are some tools designers commonly use across branding and design work:
Adobe Color for exploring different harmony types and building custom palettes.
Color Hunt for browsing ready-made palettes created by other designers.
Pinterest for saving colour inspiration, brand examples and moodboards.
Coolors for quickly generating and adjusting colour combinations.
Paletton for experimenting with colour harmonies using a visual colour wheel.
Got a question or not sure where to start?
You can email me at hello@elisemaunder.com.au
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