The artist Wassily Kandinsky once said: "Color is a power that directly influences the soul." Choosing the right color palette for a brand is not just about selecting colors that look good to you. Your brand colors should represent your company as a whole.
Just like a logo, your audience can evaluate your brand's personality, aesthetics, and industry based on your brand colors! How can you choose the best brand colors for your business?
We will help you create a perfect palette, provide colors and their associations, and a beginner-friendly guide to selecting colors that define and distinguish your brand from others.
Brand Colors: Why Are They Important?
Your brand identity is the image, personality, and concept of your company.
Red: Passion, love, blood, power, aggression
Orange: Warmth
Yellow: Happiness, brightness, light, wealth
Green: Optimism, life, growth, nature
Blue: Cool, calm, trust, loyalty, conservative
Pink: Feminine, youthful
Purple: Cool, vibrant
Since most colors already have emotions associated with them, you can use them to connect your company with specific moods or feelings.
For example, if your brand identity is fun and energetic, like a fitness company or food brand, warm or neon colors such as orange and pink work well.
If your brand has a calmer vibe, such as a wellness or clothing brand, colors like green and blue are more suitable.
Color and Culture
Culture is another factor to consider when choosing brand colors. Factors such as politics, history, myths, religion, and language can also influence how your audience perceives specific colors.
Here are a few examples:
White represents purity and perfection due to religious symbolism (white wedding dresses) and the mythical idea of a white knight.
In other cultures, white is associated with death, ghosts, and phantoms.
Red is a lucky color in Chinese culture.
In Indian culture, red is an auspicious color worn by brides on their wedding day.
South Africans associate red with mourning. This is because the red section of the national flag represents the bloodshed during the fight for independence.
How to Choose a Brand Color Scheme
1. By understanding color theory, you can learn the relationships between different colors and create a relevant brand color palette for your company that works every time:
Complementary Colors are opposite each other on the color wheel, such as red and green or blue and orange. This palette is often seen in the food and beverage industry because it stands out on store shelves or street signs (e.g., Fanta, Heineken, Mountain Dew, Taco Bell).
Analogous Colors sit next to each other on the color wheel, such as red, orange, and yellow or blue and purple. Analogous brand palettes often have a dominant color, a secondary color, and an accent color (e.g., Mastercard, BP).
Triadic Colors are evenly spaced around the color wheel and often create very bright and dynamic palettes. Visual contrast and harmony can help promote your brand (e.g., Burger King, Popsicle).
Monochromatic Colors consist of different shades and the same hue. These color schemes can be easy to create and look very harmonious (e.g., Oreo, PayPal, Shopify).
Where to Use Brand Colors?
The short answer: Everywhere! You should use your brand colors for any digital or physical asset related to your business, such as:
- Logo
- Business cards
- Invoices
- Social media assets (banners, posts, etc.)
- Website
- Apparel and accessories
Remember: Your brand colors are part of your company's visual identity. If you want your audience to associate your brand with your brand colors (like Ikea or Starbucks), then you should use your brand colors wherever your brand "appears"—both online and in real life.
Show Your True Brand Colors
Colors can evoke certain emotions and moods. They can also connect to our history and culture. In short, they can be powerful tools in your creative arsenal when used wisely.
By carefully selecting your brand colors, you can create a lasting impression and build a strong emotional connection with your audience. Your chosen colors should reflect your brand’s core values, industry, and personality.
If you’re unsure where to start, experiment with different color combinations and test their impact on your audience. Monitor engagement and reactions to refine your palette over time.
A well-thought-out color scheme can increase brand recognition, enhance visual appeal, and improve customer trust. Whether you opt for bold and vibrant colors or subtle and sophisticated tones, consistency is key.
Remember: color is not just about aesthetics; it’s a strategic tool that influences perception and behavior. Use it wisely to create a powerful, recognizable brand identity.
Now that you understand the importance of brand colors, start implementing them across all aspects of your branding. Whether it’s your website, packaging, or marketing materials, ensure that your colors remain consistent and effectively communicate your brand’s essence.
If you need professional assistance in developing a cohesive brand color strategy, our team is here to help!
Thank you for reading, and we wish you success in crafting your unique brand identity!
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