If you’ve ever stopped scrolling because a food photo just felt “right,” chances are colour had something to do with it.
Colour is one of the first things people notice when they see your content. It can make a dish look more appetising, a brand feel more trustworthy, or a photo feel more energising or calm. And for food, drink, and wellness brands, it can make the difference between someone pausing to engage or scrolling straight past.
In this post, we’re digging into how colour psychology impacts the way your brand is perceived, and how you can use it to make your social media content more engaging and effective.
Why colour matters in food branding
In the food world, colour doesn’t just signal aesthetics. It shapes how people perceive flavour, quality, and even healthiness. For example:
- Red is linked to appetite, energy, and urgency. Think fast food branding and bold product launches.
- Green signals freshness, health, and natural ingredients. It’s widely used in wellness and plant-based brands.
- Yellow grabs attention and adds a sense of warmth or joy. It’s often used in snack brands or casual dining.
- Blue can evoke calm and trust, but it’s used sparingly in food because it’s not commonly found in natural ingredients.
- Brown and earthy tones suggest wholesomeness, comfort, and simplicity (perfect for baked goods or organic-focused brands).
The key is using colour intentionally to reinforce the kind of experience or feeling you want your audience to associate with your brand.
The role of colour in social media content
When your audience is scrolling quickly, a strong visual identity can help them recognise your content immediately, even before they see your name. Consistent use of colour helps build that recognition over time.
But consistency doesn’t have to mean repetition.
You can weave your brand colours into:
- Props and styling in your food or product photography
- Clothing worn in lifestyle or founder portraits
- Backdrops, surfaces, and textures in shoot setups
- Graphics and templates for educational or storytelling posts
A clean, cohesive palette doesn’t just look good. It helps your brand feel considered and professional.
Using brand colours strategically
Your brand colours don’t need to appear in every piece of content. But they should show up enough to create visual consistency. Here are a few ideas:
- Accent props: use napkins, plates, or utensils in your brand colours when shooting top-down or styled table scenes.
- Packaging close-ups: frame your packaging in a setting that highlights the brand colour in the background.
- Lifestyle shots: dress your team or models in your colour palette when doing behind-the-scenes or about-us photos.
- Ingredient choices: when possible, lean into ingredients that echo your colour palette (like herbs for green or berries for rich purples).
You don’t need to overdo it — subtle repetition is more effective than trying to force colour into every frame.
When to use complementary colours instead
In some cases, your brand colours might not be the right fit for the mood or message of a particular post. That’s where complementary colours come in.
Let’s say your brand palette is mostly greens. Using a pop of pink, orange, or deep red in a food photo can create a strong contrast that draws attention while still working visually with your core branding.
A few tips:
- Look at a colour wheel to find natural complements to your palette.
- Use complementary colours in props or garnishes to make key elements stand out.
- Balance bold contrasts with neutral backdrops to avoid clashing or chaos.
This technique is especially helpful if your feed is starting to feel too flat or muted. Adding variation through contrast can bring new energy to your visuals.
Colour psychology and your website
While social media might be your first touchpoint, your website is where potential customers go to learn more about your brand. That means your colour strategy needs to extend beyond Instagram.
On your website, colour can:
- Guide attention: use bold colours for buttons or calls to action.
- Support your story: background colours, product shots, and photography styling can reinforce your brand personality.
- Set the tone: a wellness brand might use calming greens and neutrals, while a snack brand might go for energetic reds and oranges.
Make sure your social media content and website feel visually connected. If they don’t, you risk confusing potential customers.
When it’s okay to break the rules
There’s no one-size-fits-all approach to colour. While consistency and psychology matter, content still needs to feel fresh, relevant, and creatively inspired.
There are times when a seasonal campaign, product launch, or limited-edition item may call for something completely outside your usual palette. That’s okay.
Breaking the rules can work if it’s intentional — and if your core visual identity is strong enough that your audience still knows it’s you.
You can also use different colour strategies for different types of content. For example:
- Stick to your palette for educational graphics or branded templates.
- Use complementary or mood-based colours in lifestyle shoots.
- Follow colour psychology cues for campaign-based or emotional storytelling content.
This kind of flexible consistency allows you to stay visually cohesive while still leaving room for experimentation.
Final thoughts
Colour is a tool — one that shapes how your audience sees, feels, and connects with your brand. For food, drink, and wellness businesses, that connection starts with the visuals.
To intentionally use a colour well, you just need to:
- Know what your colours represent
- Use them consistently in content styling and branding
- Switch things up with complementary colours when it makes sense
- Make sure your visuals reflect the story and values you want to communicate
Done right, your colour palette becomes more than just part of your logo. It becomes part of the experience.
Need help creating content that reflects your brand visually and strategically?
I work with food, drink, and wellness brands to create photos, videos, and content that connect with the right people. If you’re ready for visuals that actually feel like your brand, get in touch using the button below and let’s chat.





















