The biggest make or break in a brands visual identity is color.
It plays a pretty big role in how your brand is perceived since its literally the FIRST thing people notice when they come across your brand.
And then equally as important… how your brand is remembered.
There’s a lot more that goes into picking out brand colors than just picking something because its your fave color.
And with so many colors to choose from & so little time it can feel overwhelming when trying to figure out how to pick colors for your branding.
So how do you pick the right colors for your brand?
- Consider your brand personality
- Consider your Audience
- Consider your competition
- Use color psychology
- Consider different hues, tints and shades
- Use enough contrast
01. Consider Your Brand Personality
Start by clearly defining your brand personality.
Is your brand playful and fun, or serious and professional? Are you looking to be seen as modern and innovative, or classic and traditional?
Understanding your brand’s core traits is an important first step in picking the right colors for your brand.
02. Consider Your Audience
The next step in choosing your brand colors is understanding how you want your brand to be perceived by your intended audience.
Before you choose any colors, take the time to get to know your brand and who you are trying to communicate with.
03. Consider Your Competition
Taking a look at your competition when designing your brand is helpful for A LOT of reasons, but particularly for choosing and using color.
You want to stand out by avoiding accidentally picking something that could cause confusion or shared personality with some other nearby brand.
04. Use Color Psychology
Have you ever looked at a color and felt a certain way? That’s a fun little thing called “color psychology” at play.
Broadly speaking, colors evoke emotional and psychological responses, for example:
- Red: Demanding, energetic, passionate, exciting
- Orange: Energetic, playful, friendly, enthusiastic
- Yellow: Positive, happy, optimistic, cheerful, warm
- Green: Organic, rich, natural, balanced, refreshing, peaceful
- Blue: Soothing, relaxing, trustworthy, calm, dependable, secure
- Purple: Royal, feminine, luxurious, creative, mysterious
- Pink: Feminine, warm, welcoming, nurturing, compassionate
- White: Pure, clean, professional, simple, fresh, innocent
- Black: Luxury, high-end, serious, sophisticated, powerful, elegant
- Brown: Warm, stable, reliable, grounded, comforting
- Gray: Neutral, balanced, formal, timeless, practical
05. Consider Hue, Tint, and Shade
Beyond the basic colors, each hue, tint, and shade can evoke different emotions and personalities. For instance, spas often use neutrals, soft blues, and greens in their branding and interiors, rather than bright yellow or orange, to create a calm and relaxing atmosphere.
If your brand is playful and energetic, you might lean towards vibrant colors like orange or yellow.
If your brand is professional and trustworthy, shades of blue might be more appropriate.
For a luxurious and sophisticated brand, rich colors like purple or black might be the right choice.
06. Creating a Palette with Enough Contrast & Balance
Creating a functional color palette is the number one thing that I see business owners doing wrong.
A pastel color palette might be pretty, but it’s important to create a color palette that is as visually appealing as it is functional & accessible.
A good rule of thumb when creating a color palette is to incorporate both light and dark shades of your chosen colors. By having at least one darker shade in your palette you are ensuring a high contrast paring.
This means you should easily be able read text and see shapes when the colors are used together.
Choosing the right colors for your brand is more than just a matter of preference; it’s a strategic decision that can significantly impact how your audience perceives your brand.
Once you’ve chosen your brand colors, it’s important to apply them consistently across all brand touch points and platforms. By consistently applying your brand colors, you reinforce your brand identity and make it more recognizable to your audience.
(You can read more about how to use your color palette effectively in this post)
By understanding your brand’s personality, knowing your audience and competition, and taking advantage of color psychology, you’ll be well on your way to creating the perfect color palette for your brand identity.
Take the time to explore and plan your color palette, and you’ll set the foundation for a brand that not only stands out but also connects with your audience on a deeper level.
