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I’m a wife and momma on the daily and bouquets of flowers from Trader Joes are my love language. I'm a California girl who loves encouraging words. I'm a wanna be cooking show host and you can probably find me watching Bravo with an iced coffee in hand. If you only remember one thing from me, I want it to be this: you are so loved! Learn More
July 9, 2019
When it comes to branding, there are many steps between understanding your brand needs and designing a one-of-a-kind brand. One ‘step’ is choosing a brand color palette — and I have to admit — it’s one of my favorite steps! Choosing a brand color palette allows you to solidify the overall aesthetic and direction of your brand. I’m excited to share how to carefully consider brand colors!
A successful color palette must appeal to your ideal audience. Before choosing colors it’s necessary to do a little research.To understand your dream clients’ preferences look at other companies they like. Find this out by asking them directly or seeing what businesses they follow on social media. Then answer the following questions.
Now that you know what types of colors appeal to your ideal audience and which ones are used by your competitors, it’s time to gather inspiration. Creating a Pinterest board is helpful for this purpose. Once you have your board of inspiration, look for common color palettes that begin to emerge. Answer the following questions to gain some insight into which colors are most appropriate for your brand.
Here are some helpful color associations.
This list is just a start of course. There are also negative color associations, which you’ll want to consider. It’s also important to know that colors have different associations in different cultures. The list above is based on western culture.
Although it’s a good start, this brief list oversimplifies matters, since hue, value, and shade will greatly affect the association of each color. So, let’s discus that next.
Hue is essentially a pure color, without white or black added to it.Value is how light or dark a color is. When black is added to a hue, it’s referred to as a shade.When white is added, it’s referred to as a tint.
Saturation refers to the intensity of a color. Saturated colors are closer to the hue, while desaturated colors have gray added to them. You can think about it in terms of how bright or dull a color is.
Now that you have that information under your belt let’s expand the color associations.
You now have enough inspiration and understanding of color theory to choose your color palette. Keep the following guidelines in mind as you do so.
Once you’ve determined your color palette, make sure to use it on all of your branded material and don’t use any other colors. This will create consistency in your brand and make it memorable to potential customers.
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