Selecting the Right Colors for your Brand
As entrepreneurs, we usually have our unique selling points, ideal clients and offering down but translating that visually into a logo, website, graphics and marketing material can be quite a challenge.
Whether you are newly starting your business or just looking to refresh your brand, the first place to start is color.
In an increasingly competitive, digitally-driven, visually-oriented world, color is a huge influencer in purchase decisions and can really make or break your business message and appeal.
So you want to be 100% happy with the color palette you choose before jumping into any other kind of design…
In this blog, I’ll be focusing on selecting the right colors for a brand consistency that you LOVE across all your branded material.
Ready? Let’s take a look at some of the ways you could make your color palette choices on.
Get to know the psychology behind colors.
Take your predominant message and try and translate that into feelings or moods. Then choose colors that represent those moods. But be mindful of the culture and background of your audience as not all colors reflect the same feelings universally.
Red – eagerness, passion and energy.
Yellow – self-assurance, positivity and creativity.
Blue – endearment, clarity and peace of mind.
Green – harmony, success and natural abundance.
(Be careful as there are many negative feelings that can be represented when misused.)
Depending on what message you want to be sending out about your business, you may choose one or more of these but try to limit it to three or less to avoid looking like something out of a children’s book.
Choose colors from a comforting memory.
We all respond differently to particular mental images. Perhaps you live in a cold climate and a pot of warm tea in autumn shades is particularly comforting to you, or you have a particular modern decor style that inspires you, or even just the colors that exist on a sunny day when picnicking in the park brings those warm fuzzy feelings.
If they relate to you, chances are that your ideal client will relate to them too.
Look up color palettes online for those images and identify the color codes you could use together!
Gender-based color selection based on research.
If you have a niche audience that can be narrowed down to gender, age or generation, you can get really specific with your colour scheme based on research on least and favorite colors.
Take a look at Joe Hallock’s study on color research here for more information: http://www.joehallock.com/edu/COM498/preferences.html
Even if, when using these suggestions, you manage to find one primary color that really resonates with you – you’re one step closer to finding your brand image. Now take a look at the color wheel and choose complimentary primary or secondary colors that look great together.
Remember that there are no hard and fast rules to color selection, so have fun with it!
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