/ Branding
How do I choose brand colours?
Pick one distinctive primary, one dark, one light, and one accent. Check contrast and check what competitors use.
/ 01
The short version
Colour is the fastest recognition shortcut you have. Most small businesses waste it on the same blue as everyone else.
/ 02
What actually matters
- • One primary you use consistently and sparingly.
- • Neutrals for most surfaces — colour earns attention by being rare.
- • Check contrast ratios for accessibility.
- • Test in print as well as screen — bright screen colours often print dull.
- • Avoid whatever your three closest competitors use.
/ 03
The bit most people get wrong
Colour psychology is mostly overstated. Distinctiveness within your category matters far more than what a colour supposedly 'means'.
/ 04
What to do next
Screenshot your five nearest competitors' sites. Pick a palette that doesn't blend in with them.
/ 05
Where RIOT fits in
We're a small Colchester studio helping UK SMBs get brand colour right without agency waste or freelancer flake. If you've read this far and you want a second opinion on your specific setup, book a 20-minute call and we'll tell you honestly whether it's worth doing anything at all.
We work with clients across Essex, Suffolk, London and the wider UK — and remotely with brands abroad. No lock-in, no monthly retainer minimums, no pretending your problem is bigger than it is.
/ FAQs
Common questions
How many colours should a brand have?
Three to five including neutrals.
Should I use gradients?
Fine as a secondary treatment; keep a flat version.
Still not sure?
Book a free 20-minute call — we'll answer your specific version of this question with no sales pitch.
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