Colour is one of the most powerful tools in your visual identity. It’s also one of the most misused. I personally love it, getting your colours is a big day in any branding journey.

Colour communicates before words do. It triggers emotions and associations that are largely subconscious. Choosing the right palette isn’t about picking colours you like, it’s about choosing colours that communicate the right things to the right people. I have lived experience of this, my brother Jack is autistic and for him any gym that is purple is A-OK! Purple is the colour of Anytime Fitness where we trained for years together building WeFlex.

The basics of colour psychology (yes it’s a thing)

Blue: trust, reliability, professionalism, calm. The most common choice in healthcare and disability services for good reason.

Green: growth, health, nature, hope. Popular in allied health and wellness.

Purple – creativity, dignity, wisdom. Less common, more distinctive.

Orange – energy, enthusiasm, warmth, accessibility. Bold but approachable.

Yellow – optimism, positivity, clarity. High energy – use carefully.

Red – urgency, passion, boldness. Rarely appropriate as a primary colour in care services.

Black/dark tones – sophistication, authority, confidence. Increasingly used by progressive disability organisations breaking from the pastel norm.

The problem with the disability sector palette

First things first, you’re actually not allowed to try and make your logo look like the NDIS logo. Especially with Bill #2 coming out, there’s a real crackdown on that type of market manipulation. Secondly, it’s pathetic. You’re an NDIS provider, but only in the technical sense. You’re also a business and a brand. Think bigger and be your own thing, be bold with your colours. Why?

Look at most NDIS provider websites and you’ll see the same palette: soft blues, greens, purples. Pastel. Safe. Forgettable. Colours are one of the most accessible aspects of your brand so utilise it, find a distinct colour and make it yours. 

Differentiation is an opportunity here. A bold, distinctive colour palette can set you apart immediately.

Building your colour palette

  • Primary colour – your dominant brand colour
  • Secondary colour(s) – 1-2 complementary colours
  • Neutral(s) – white, off-white, grey, black
  • Accent colour – for CTAs, highlights, emphasis

Keep it tight. Most strong brand palettes use 3-5 colours total.

Also, check out coolors.co and press the space bar. 

Accessibility matters

In the disability sector especially, colour contrast is not optional. Ensure text over coloured backgrounds meets WCAG AA contrast ratios at minimum.

Check that out here https://webaim.org/resources/contrastchecker/ 

Exercise

Choose 3-5 colours for your brand palette. Test them for contrast. Write one sentence explaining why each colour is right for your brand.

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