When you’re building a brand that resonates, color is one of the most powerful tools at your fingertips. While your logo may only appear in a few places, your brand colors show up everywhere—on your site, in your graphics, on your packaging, and beyond.

Color isn’t just about looking good—it’s about communicating. Each color sends a message and sparks a feeling, which can help your brand stand out, create trust, and even influence buying decisions. And a big part of branding is making sure those feelings align with the vibe you want to create.

In this series, I break down one color at a time so you can better understand what each one conveys and how it might support your brand’s message.

Let’s take a look at the color purple.

Purple is often seen as a color of creativity and mystery—with a little luxury thrown in. It’s not as commonly used as blue or green, so it can also feel bold and distinctive when done well.

Positive associations with purple:

• Creativity
• Wisdom
• Imagination
• Luxury
• Spirituality
• Uniqueness

Potential negative associations:

• Arrogance
• Excess
• Superstition

Brands that use purple:

Shades of purple to explore:

Purple can be powerful when used with intention—it’s great for creative, wellness, or beauty brands, or anyone who wants to feel a little different from the crowd. Whether you lean soft and whimsical or bold and mysterious, there’s a shade of purple to fit your brand personality.

Curious about how to bring color psychology into your brand?

I’d love to help you explore it. Fill out the form below or reach out at hello@craftedbycarly.com!