Color is one of the most important aspects of design, including a branding strategy. Colors don’t exactly make or break a brand. But they help businesses leave a lasting impression and persuade consumers to interact with them.
You might find it difficult to select the right colors for your brand, especially if you’re starting a new business.
There’s no cookie-cutter approach. But there are certain things you can consider finding the right palette for you. These factors rely on color psychology.
Color Psychology
Color psychology looks at how colors affect the way people behave and perceive things.
Several studies have been conducted to determine which colors mean certain things to groups of people, but they vary in context.
For example, in the context of gender, men prefer shades of blue while women prefer shades of pink. That’s why companies that target a specific gender often use these colors in their branding.
In the context of mood, blue is often associated with credibility and trust. As a result, it’s a common choice among corporate brands. Yellow and red are perceived to stimulate appetite, which is why they’re popular among food chains.
But it’s important to note that a person’s perception of color is subjective. Thus, you need to look at some factors to determine the right color palette for your new business.
Which colors fit your products and services?
When choosing colors for your brand, consider the products or services you will offer. Then, ask yourself which colors are appropriate for them.
For example, say an individual wants to sell gardening tools. They might choose shades of brown and green for their brand since gardening is associated with soil and greenery. Or, if a company offers website design and SEO packages, they could use blue as one of the colors in their brand since it symbolizes trustworthiness.
You could also survey your target market. This way, you’d know which colors appeal to them the most and narrow down your choices.
Which colors align with your brand’s personality?
Colors influence how a consumer perceives a brand. One study found that colors impact the likability and familiarity of a business. Using colors that reflect your brand’s personality and message will help you communicate what your business stands for.
Identify your brand’s personality and message. Then, determine which colors best fit them.
For example, let’s say a startup would want to focus on reselling used luxury items to young professionals. If they would want to exude a bright personality and appeal to this demographic, they could use shades of orange and yellow. These colors symbolize youth, energy, and cheerfulness.
Which colors harmonize well?
And don’t forget about color harmony or color combinations, which are based on the color wheel. The most popular ones are as follows: complementary colors, monochromatic colors, analogous colors, and triadic and tetradic colors.
Complementary colors are pairs of colors found on opposite sides of the color wheel. This color harmony creates contrast. In branding, this contrast can help a business gain attention.
Monochromatic colors refer to different shades of a single color. This combination could help you make your branding more cohesive since materials would all fall under a single color.
Analogous colors refer to colors that sit right next to each other in the color wheel. They provide contrast and create variety, which you could use to keep your target market excited.
Triadic and tetradic color combinations refer to colors that are spaced out equally in the wheel. A triadic combination has three colors while a tetradic combination has four. They also give the same impact as analogous colors: contrast and variety.
Color harmony can help you find an aesthetically pleasing color palette for your new business.
What colors are your competitors using?
Lastly, you could do competitor research to find out popular colors in your industry and colors that work for your competitors.
You could consider using the same shades as your big competitors in the industry. After all, they’ve tried and tested their colors. But you could also opt for colors that are completely unexpected to stand out. As long as they align with your brand, of course.
Some people find that selecting colors for their brand is difficult. They give up and go to a random color generator and just wish for the best. But this poses risks in brand identity.
You need to devote time and effort to find the colors fit for your brand. Think about what your brand offers and represents and which colors can communicate them effectively. Making a wise decision will benefit you in the long run.
