Colour Psychology
A five-step colour strategy framework that replaces mood-board mysticism with something testable. Define your personality, map the competitive landscape, test appropriateness, audit hierarchy, and stress-test across contexts.
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5.1 Define Brand Personality
Jennifer Aaker's five personality dimensions. Select your primary dimension, then a secondary. These anchor every colour decision that follows.
Select your primary dimension
Tap once for primary (blue), tap a second card for secondary (amber).
Describe your brand in 2-3 personality words
Left = follower | Right = disruptor
5.2 Category Colour Landscape
Pick your brand's primary colour, then upload screenshots of 5-10 competitors. We'll extract each dominant colour and map where everyone sits on the colour wheel.
Your brand's primary colour
Upload competitor screenshots
Add 5-10 competitor website or brand screenshots. We extract the dominant colour from each.
Colour Landscape Map
Your brand's colour plotted against the competitive landscape. Clusters show saturation; gaps show opportunity.
5.3 Appropriateness Test
We show your colour palette. You tell us what kind of company a stranger would associate with these colours. Then we compare that with your stated personality.
Your colour palette
Personality Match
Does what strangers see align with what you intended?
Your stated personality
Stranger's association
How well do these align?
Be honest with yourself.
5.4 Contrast Hierarchy
Upload a screenshot of your website. We overlay a grid so you can audit where your primary, secondary, and accent colours appear. Then answer two quick questions.
Upload your website screenshot
5.5 Context Testing
Your primary colour shown across four environments. Does it hold up everywhere?
Colour blindness simulation
How your primary colour appears under common types of colour vision deficiency.
Your Results
Case study: One mid-market brand changed a single colour and saw recall jump from 22% to 41%. Colour is not decoration. It is memory infrastructure.
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