So you’ve got a solid logo design that’s clear, reproducible and eye-catching. Now it’s time to think about colour. Colour — and what each colour group can symbolise — plays a major role in human perception and therefore influences customer intentions. The right colour combination can highlight the strengths of your business and draw customers to you, while the wrong combination can have the reverse effect.

Here are a few elements to consider when choosing a colour scheme for your logo or brand.