The Importance of Colour in Branding

Colour isn’t just decoration. It can communicate your brand’s personality before a single word is read. Here's a quick overview of the emotional associations behind common brand colours:

• Red – Passion, urgency, excitement

• Blue – Trust, professionalism, calm

• Green – Health, growth, nature

• Yellow – Optimism, energy, friendliness

• Purple – Creativity, luxury, ambition

• Black – Sophistication, strength, authority

• Orange – Confidence, fun, enthusiasm

  
  

Choosing the right palette helps businesses stand out, attract the right customers, and build emotional connections. But in 2025, colour also has to work for everyone, including users with visual impairments or colour blindness.

Accessibility and the EAA: What’s Changed?

The European Accessibility Act (EAA), which came into effect in 2025, requires websites, mobile apps, e-commerce platforms, and digital services to be accessible to people with disabilities. That means your branding choices – especially colours – now need to be both beautiful and readable.

One of the most common issues? Low colour contrast. Text that blends into the background might look clean and modern, but if it doesn’t meet contrast standards, it could now put you at risk of non-compliance.

Under the EAA, businesses offering services across the EU must meet accessibility requirements, including:

• Minimum colour contrast ratios (especially between text and backgrounds)

• Avoiding colour-only indicators (e.g. error messages shown only in red)

• Ensuring readability for users with colour blindness or low vision

  
  

If your branding relies on subtle greys or pastel colours, now’s the time to rethink how those choices translate to web and digital platforms.

Designing with Psychology and Accessibility in Mind

At Novus Marketing Solutions, we’re big believers that compliance doesn’t mean compromise. Here’s how we approach colour in branding for 2025 and beyond:

1. Accessible Colour Palettes

We build palettes that are visually engaging and fully compliant with WCAG 2.1 standards. We use tools that simulate how designs appear to colour-blind users or those with low vision.

2. Smart Use of Contrast

Instead of dropping pastel text over pale backgrounds, we introduce depth, layering, and well-balanced contrasts that meet legal requirements without losing creativity.

3. Beyond Colour: Use of Icons, Textures, and Motion

We don’t rely on colour alone to communicate. For example, if an error is shown in red, it’s also paired with an icon or animation so everyone understands the message.

4. User Testing Across Devices and Conditions

Using Wix’s powerful web tools, we build responsive sites that look great and function properly – whether someone’s viewing them in high contrast mode or on a dimly lit mobile screen.

The Bottom Line: Future-Proof Your Brand

Colour can inspire, persuade, and attract – but only if it’s seen and understood by everyone. With the EAA now active, accessible branding is no longer a “nice to have” – it’s a legal and ethical responsibility.

At Novus, we create brands and websites that connect on an emotional level and tick all the right boxes for accessibility. If your existing branding or website design hasn’t been updated for accessibility, now’s the perfect time for a refresh.

Ready to Refresh Your Brand?

Whether you’re launching a new product, updating your website, or rethinking your entire brand identity, our team at Novus Marketing Solutions can help you design a future-proof, accessible brand that still packs a visual punch.

📩 Get in touch today for a branding consultation or accessibility audit.

The Future of Branding and Accessibility

As we move forward, the importance of accessibility in branding will only grow. Businesses must adapt to these changes or risk alienating potential customers. The EAA is just the beginning.

Embracing Change

Adapting to new regulations can be daunting. However, embracing these changes can lead to innovative branding strategies. By focusing on accessibility, brands can reach a wider audience and foster loyalty.

Conclusion

In conclusion, colour plays a vital role in branding. It influences emotions and perceptions. However, with the EAA in place, businesses must ensure their branding is accessible to all. At Novus Marketing Solutions, we are committed to helping brands thrive in this new landscape.

Let’s work together to create a brand that not only looks great but is also inclusive and compliant.

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By focusing on accessibility, you can ensure your brand resonates with everyone. This is not just a trend; it’s the future of branding.