In today’s highly visual world, branding goes far beyond logos and taglines. One of the most powerful, yet often underestimated tools in brand development is colour. From the red and yellow of McDonald’s to the blue and white of Facebook, brands across the globe rely on colour to evoke emotions, shape perceptions, and influence consumer behaviour. This is where colour theory—a framework that explains how colours interact and the feelings they provoke—comes into play.
For brands in modern, multicultural markets like Singapore, where East meets West and consumer expectations are increasingly sophisticated, the strategic use of colour can make or break a brand. It is not just about looking good—it is about being remembered, trusted and preferred.
Understanding Colour Theory
Colour theory is both an artistic and psychological guide to using colours effectively. It begins with the colour wheel, which categorises colours into:
- Primary colours: Red, blue, yellow
- Secondary colours: Green, orange, purple (created by mixing primary colours)
- Tertiary colours: Blends of primary and secondary colours
But colour theory goes beyond just mixing paints. In branding, it explores how colours influence human emotions, communicate messages, and shape consumer expectations. For example, blue can suggest trust and calm, while red can create excitement or urgency.
Psychological Impact of Colours
Different colours evoke different feelings. This is often subconscious but extremely impactful. For instance:
- Red: Evokes energy, excitement, and urgency. It’s often used in food chains and clearance sales. Think of brands like NTUC FairPrice (which uses red to project accessibility and energy) or Old Chang Kee with its bright yellow-red combination.
- Blue: Represents trust, stability, and professionalism. It’s common in finance and tech industries—POSB Bank uses blue tones to convey reliability.
- Green: Symbolises growth, health, and eco-friendliness. Local brands promoting sustainability or wellness, like The Soup Spoon, incorporate green to show their natural, health-conscious ethos.
- Yellow and Orange: These are optimistic, youthful, and attention-grabbing colours. You’ll often see these in fast-moving consumer goods and youth-oriented brands.
For example, Scoot’s branding features a loud, unapologetic yellow. This colour conveys affordability, cheerfulness, and boldness—all aligned with Scoot’s identity as a fun and budget-friendly airline. It stands out not just in airports but also on social media platforms where visibility and recall are key.
- Black and White: Classy, sophisticated, and luxurious. Some fashion brands such as Charles & Keith leverage this sleek combination to position themselves as stylish and premium.
Cultural Context in Singapore
Singapore’s multicultural society—comprised mainly of Chinese, Malay, Indian, and Eurasian communities—adds a layer of cultural nuance to how colours are interpreted. What works in one cultural setting might evoke a completely different emotion in another. Understanding these cultural subtleties helps Singaporean brands build resonance and avoid unintentional missteps in brand positioning.
- Red is extremely auspicious in Chinese culture, associated with luck and prosperity. This makes it an effective branding tool during Chinese New Year campaigns or in industries like wedding planning, finance, and real estate.
- Gold, Green and Yellow are also seen as royal and prosperous, particularly among the Malay and Indian communities.
- White, often associated with purity in the West, can carry connotations of mourning in some Asian traditions. While it’s widely accepted in modern design, it’s important for brands to be sensitive in how it’s paired or used in certain festive campaigns.
Colour Consistency and Brand Recognition
One key to successful branding is consistency. Once a colour is chosen, it should be used across all touchpoints—logos, websites, packaging, uniforms, and advertising. Singaporean company Carousell, for example, uses a consistent red tone across its app interface and promotional materials. This helps reinforce its brand identity and improves customer recall.
Consistency in colour not only helps with recognition but also builds trust. In a fast-paced, digitally-driven society like Singapore’s, consumers are bombarded with information. A consistent colour palette provides familiarity, making it easier for consumers to recognise a brand, even subconsciously.
Final Thoughts
In Singapore’s culturally rich and commercially competitive environment, colour is more than an aesthetic choice—it’s a business strategy. Understanding colour theory helps brands tap into psychology, culture, and design principles to build strong, resonant identities.
For businesses seeking to make a lasting impact, it pays to ask: “What colour is our brand wearing today?” Because in a city where every detail matters, colour might just be the difference between being noticed and being remembered.
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