BrandingModule 2: Naming and visual identityLesson 6 of 10
Course progress50%
18 min lesson · Updated August 2026
How should a brand choose colours?
Brand color should be chosen for distinctiveness, context, culture, production and accessibility; universal claims that one hue always creates one emotion are unreliable.
What you will learn
By the end, you will understand:
Reject simplistic color-psychology rules
Build functional palettes with roles and contrast
Test color across cultures, devices and accessibility needs
Visual explainer
See the idea clearly.
Aa
A primary brand hue expands into light, dark, neutral, success, warning and error roles, with contrast-tested text and non-color state indicators.
Color meaning depends on context
Red can signal urgency, celebration, danger, value or tradition depending on culture, category and surrounding design. Blue can appear corporate, calm, cold or ordinary. No hue guarantees trust or sales.
Association develops through existing conventions and repeated brand experience. Research the target market rather than using a universal psychology chart.
A palette needs functional roles
Role
Purpose
Primary identity
Distinctive recognizable brand expression.
Supporting accents
Hierarchy and variety without competing with the primary.
Neutrals
Readable surfaces, backgrounds and content.
Semantic colors
Success, warning, error and information states with non-color labels/icons.
Data colors
Distinguishable charts and diagrams with patterns/labels where needed.
Contrast is part of the identity system
WCAG 2.2 AA generally requires 4.5:1 for ordinary text and 3:1 for large text; meaningful UI graphics and component boundaries have non-text contrast requirements. Logos/logotypes have an exception, but surrounding interface does not.
Test the actual foreground/background pair, including gradients, images, disabled states and hover/focus. Do not rely on hue alone to show error or selection.
Digital and physical color differ
Screens use emitted RGB color; print uses inks and substrates. Fabric, paint, vinyl and lighting change appearance. Pantone or other spot specifications can support production but do not make every material identical.
Create approved conversions and physical proofs for important applications. Avoid promising exact color from uncalibrated screens.
Color accessibility checklist
Text contrast tested
Interactive states remain distinguishable
Color is not the only state signal
Charts include labels/patterns
Focus indicators are visible
Dark and light modes are tested
Images/gradients retain readability
Color-vision simulations supplement—not replace—standards and user testing
Choose through evidence
01
Brand strategy
02
Category/cultural audit
03
Distinctive palette directions
04
Accessibility tests
05
Real application prototypes
06
Audience/production review
07
Document roles and combinations
Real-world example
Example: green does not automatically mean sustainable
Example
A cleaning brand chooses green, but it cannot claim environmental benefit from color alone. The identity uses green distinctively while factual sustainability claims cite ingredients, certifications and limits. Accessible dark text and error states do not depend on green/red alone.
Try this
Audit six combinations
Test primary text, secondary text, button, focus, error and chart colors against their actual backgrounds. Add a non-color signal to every status.
Common questions
Questions beginners ask.
Does blue always create trust?
No. Meaning depends on culture, category, composition and experience.
How many brand colors are needed?
Enough to support identity and functional roles without unnecessary complexity.
What contrast does body text need?
WCAG AA generally requires at least 4.5:1 for ordinary text, subject to its definitions and exceptions.
Can a logo use low contrast?
Logotypes are exempt from WCAG text contrast, but a more visible variant is often better and surrounding UI still must comply.
What is a semantic color?
A color assigned to a status such as success, warning or error, accompanied by another signal.
Why do printed colors differ?
Ink, paper, coating, light and color spaces differ from emitted screens.
Is color-blind simulation enough?
No. Use contrast standards, non-color cues and user testing where possible.
