Brand Design and the Use of Colour in Business Development

The use of colour in brand design has a profound impact on business development, affecting everything from lead generation to customer trust.

Certain “no-nos” are worth avoiding, particularly when it comes to web design and user experience.

This article explores some common mistakes, best practices, and the psychological effects of colour in a business development context.

The Dangers of Red Buttons

One key misstep in website design is the use of red buttons.

Red tends to signal warnings, danger, or cancellations, making it an alarming colour that can deter users from clicking. This can be particularly problematic in business development, where lead generation and sales pipeline management rely heavily on effective call-to-action elements.

Using red buttons can lead to fewer interactions, undermining your business development strategy.

Psychological Impact of Colour

Colours can evoke specific emotions, influencing consumer behavior and, consequently, business development outcomes.

Red is often associated with urgency and danger, while green represents growth and health, and blue is synonymous with trust and calmness.

Understanding these psychological associations is crucial when designing a website or marketing materials.

For example, Coca-Cola, a brand with a red logo, avoids using red for buttons and links on its website, focusing on other colours to create a more inviting user experience.

This conscious choice underscores the importance of understanding the psychological impact of colour.

Inconsistency in Design

A lack of consistency in design elements is a common issue that can negatively affect business development.

Advanced website design platforms like Elementor and Bricks offer flexibility, but without clear design standards, users can inadvertently create inconsistency in spacing, fonts, colour schemes, and other design elements.

This inconsistency can make a website feel fragmented and reduce user trust.

A cohesive business development strategy requires consistency in web design to instill confidence in visitors.

If your website’s front page has a different colour scheme or layout than the rest of your site, users may start to question the reliability of your brand, leading to decreased trust and engagement.

Accessibility and Inclusivity

In addition to visual consistency, accessibility is a critical aspect of effective business development.

A website must be accessible to all users, including those with visual impairments. High contrast between text and background, along with clear visual cues for interactive elements, enhances accessibility and ensures a broader reach.

Brands like Apple focus on clean, minimalist design with high contrast to ensure accessibility.

This approach aligns with a comprehensive business development strategy, allowing you to connect with a wider audience and improve user experience.

Colour Trends and Brand Evolution

As business development evolves, so do colour trends.

Brands may update their colour schemes to stay current with design trends or signify a shift in business focus.

However, consistency is crucial to maintaining brand identity and customer loyalty.

Google’s evolving logo, which has retained its core colour scheme while adapting to modern aesthetics, exemplifies how brands can balance evolution with consistency.

This careful balance is essential for successful business development.


The choice of colour in brand design plays a pivotal role in business development.

While some colours, like red, can be problematic, others, like green and blue, can support growth and trust.

Consistency, accessibility, and a thoughtful approach to colour trends are key to creating a strong brand identity that supports lead generation and sales.

By avoiding common pitfalls and embracing best practices, businesses can develop a cohesive and effective approach to colour in their brand design.

For more on this topic, please visit the Business Development page.


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