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Choosing the right colors for brands is no easy task. After all, Paul Klee once said, “Color is the place where our brain and the universe meet.” Just when you think you’re confident about a pair of colors, your mood changes and you’ll want to change it again.
How do you know what is the right color scheme to use for your brand? What is the best palette that will last through the changing times and continue attracting the right customer?
Let’s take a look.
According to brand research, 93% of consumers make their purchases based on the color and visual appearance of a product. With that thought in mind, you’d better have your colors chosen with thought!
Studies also show that colors are correlated to personal preference, cultural upbringing, and the context in which they’re displayed. It’s difficult to distinguish what color(s) will have a lasting impact on your brand as a whole. Knowing color psychology and how it visually ties in to your product can narrow down the possibilities.
Below are some tips for choosing the right color for your brand.
What do you think of when you see bold colors such as orange or red? These colors evoke excitement, confidence, and energy. Similarly, yellow tends to bring forth emotions of joy, cheerfulness, and optimism.
On the opposite end of the spectrum, pastel colors and pale shades of blues and greens can have a calming effect on the consumer’s eye. Businesses use green is for financial brands, but some use it to sell a product that is natural, fresh, and healthy.
Notice how Facebook, Intel, and other tech brands display their colors in blue. In the color psychology realm, you can apply blue to signify intelligence, trust, and progress. What more could you ask for in your tech brands of choice?
Be sure to experiment with different color shades and see what type of psychological effect is brought forth through these visuals.
Don’t forget that the context in which your colors are displayed should make sense as well. This concept uses both color psychology and the context of your product together.
For example, if your product is a natural and organic food item, you’ll want to consider shades of brown and green because these are colors that symbolize nature and the earth. But if you’re placing the color into the context of your product, green may be more attractive for a natural kids’ toy or food item while brown may target athletic and outdoorsy adults.
The Starbucks logo is depicted in green to demonstrate growth, freshness, uniqueness and prosperity.
After choosing colors, you can see how they fit into your actual brand’s purpose and ensure they are correlated.
Another method that some prefer for choosing their color scheme is using a mood board. This creates a preview of sorts where you’re able to choose colors from existing brands and see what fits right with your’s. There are different tools on the market available for picking colors and extracting the hex code of the colors you like. Adobe Illustrator is a good option for this.
This way you can play around with color psychology, context, and see moods that other brands evoke as well. Use the mood board to pair up shades and see what types of emotions are stirred upon studying them.
For those who like to work a little more objectively, there are many web designers that can you help you feel comfortable by simply following the 60-30-10 rule. You can use this method by choosing a set palette of three colors distributed by 3 ratios. Display 60% of one dominating color, 30% of a complimentary shade, and the remaining 10% as an accent to the other two.
With that same thought in mind, it’s important to consider that sometimes less can convey more.
Choosing one distinct color can have a powerful effect on the consumer’s eye and maximize exposure to your brand. Sometimes one or two shades can help people associate your brand better with the ideas those two colors give. With the bare minimum, it can be easier to remember your colors, thereby remembering your brand.
Start with choosing two main colors for the brand and only add a third as a bold accent if you’re really having fun and want to take it to the next level. Going the bare minimum route will require no more than three colors.
Choosing colors for brands can be subjective. Using color psychology, building mood boards, and using different color picking tools can help guide you. It can be a fun process, but you’ll want to stick to the fundamentals of contrasting color palettes and simplistic design to bring out the best in your brand.
Remember, the colors play a huge role in your consumer’s ultimate decision to pick your product over others. Choose your colors with well thought out decisions to show how your company is confident is in purpose.
After all, color is deeply embedded into your company’s brand design and hence, overall perception by the consumer.
Learn more about how BluRhyn incorporates color branding when designing for your business.