The Psychology of Color in Branding: How I Chose the Palette for Rowan Ember
Let’s talk about color, shall we? Not just any color, but the kind that makes you feel things. You know, the way a deep red can make you crave a glass of wine at 10 a.m., or how a soft blue can trick you into thinking you’re on a tropical beach instead of staring at your laptop. Color is magic, and in branding, it’s the secret sauce that can make or break how people feel about your business.
When I was tasked with creating a brand for Rowan Ember—a tarot reader and psychic medium—I knew color would be my MVP. Her work is all about intuition, transformation, and a little bit of mystical sparkle, so the palette had to be just as enchanting. Spoiler alert: we landed on deep rust orange and rich purple. But how we got there? That’s the fun part.
Why Color Matters in Branding (Besides Looking Pretty)
Before we dive into Rowan’s brand, let’s get real about why color is such a big deal. Studies show that 90% of snap judgments about products are based on color alone. That’s right—before someone reads your clever tagline or learns about your eco-friendly practices, they’re judging you by your cover. Harsh, but true.
Here’s the cheat sheet:
- Blue is the overachiever of colors—calm, trustworthy, and professional. (Looking at you, banks and tech companies.)
- Green is the yoga instructor of the color wheel—chill, natural, and always reminding you to eat your veggies.
- Red is the drama queen—passionate, energetic, and perfect for making you impulse-buy that pair of shoes you don’t need.
But for Rowan Ember, we needed something that felt intuitive, spiritual, and grounded—yet modern enough to appeal to someone who’s just as likely to book a tarot reading as they are to post about it on Instagram.
The Story Behind Rowan Ember’s Color Palette
Rowan Ember is a tarot reader and psychic medium, which means her brand needed to feel like a warm hug from your wise, slightly mysterious aunt who always knows what’s up. Here’s how we landed on the final palette:
1. Deep Rust Orange: The Earthy Firestarter
Rust orange is the color of autumn leaves, terracotta pots, and that one candle you bought because it smelled like “cozy cabin vibes.” It’s warm, grounding, and just a little bit fiery—perfect for a brand centered on transformation and self-discovery. For Rowan, this color symbolized the earthy energy she brings to her readings, while also hinting at the spark of intuition that makes her work so powerful.
2. Rich Purple: The Mystical Queen
Purple is the color of royalty, spirituality, and that one velvet couch you’re too scared to sit on because it looks expensive. It’s mysterious, intuitive, and just a little bit magical—everything Rowan embodies. The deep purple we chose added a sense of depth and sophistication, balancing the warmth of the rust orange.Together, these colors created a palette that felt grounded yet mystical, modern yet timeless. It was like pairing a chai latte with a crystal ball—unexpected, but somehow perfect.
How Businesses Can Use Color Psychology (Without Overthinking It)
If you’re working on a branding project—whether for yourself or a client—here are some tips for choosing a color palette that resonates:
1. Know Your Audience (Because Guessing is a Terrible Strategy)
Who are you trying to reach? A Gen Z audience might vibe with bold, vibrant colors, while a more mature crowd might prefer something subdued. And if you’re targeting everyone? Good luck. (Just kidding. Sort of.)
2. Define Your Brand Personality (Are You the Cool Aunt or the Corporate Overlord?)
What emotions do you want your brand to evoke? If you’re a wellness brand, soft greens and blues might convey calm and healing. If you’re a luxury brand, black and gold can scream “I’m fancy, and you’re not.”
3. Test Your Colors in Context (Because Screens Lie)
Colors can look different on screens versus print, and their meanings can shift depending on the surrounding design elements. Always test your palette across different mediums to avoid awkward surprises.
4. Don’t Overthink It (But Also, Don’t Underthink It)
While color psychology is important, it’s also okay to trust your gut. The best color palettes are the ones that feel authentic to the brand’s story and values. And if all else fails, just pick your favorite color and call it a day. (Kidding. Mostly.)
The Impact of Rowan Ember’s Branding
The final palette for Rowan Ember wasn’t just visually stunning—it told a story. The rust orange and deep purple worked together to create a brand that felt grounded, intuitive, and transformative. It was a reminder that every design choice, no matter how small, can have a profound impact on how a brand is perceived.And let’s be honest, it also made her Instagram feed look really good.
Final Thoughts
Color is one of the most powerful tools in a designer’s toolkit. It’s not just about what looks good—it’s about what feels right. For Rowan Ember, the right colors helped create a brand that was as magical and meaningful as her work.So, the next time you’re staring at a color wheel, wondering if teal is too “2016” or if yellow is too “I’m trying too hard,” just remember: color is magic. And like all magic, it works best when it comes from the heart.
Let’s Work Together!
Hi, I’m Hannah—a well-rounded digital marketing strategist who specializes in branding, web design and development, social media, copywriting, and content marketing. Basically, if it helps your business grow, I’m your girl.
Whether you’re dreaming of a brand that feels as authentic as your morning coffee ritual, a website that doesn’t just exist but wows, or just need someone to help you navigate the wild world of digital marketing, I’ve got you covered.
If you’re ready to take your business to the next level (or just want to chat about how color psychology can change your life), let’s work together! Reach out, and let’s make something amazing.
