How can you select the right color palette for your brand?

There is a good color principle based on consumer psychology provided by Kantar. The idea is that different colors represent different personalities and this representation help explain how consumers can be categorized whether it be in music, sustainability, etc.

I would recommend a simple exercise to understand the impact of colour psychology: take the logotype of a famous brand and exchange the original colours, then check, does it still feel the same? Would it still work within its market? You’re going to use blue for trust and quietness, purple for mystery and discovery, red for passion and impact, orange for playfulness, etc. Keep in mind for example when you entered a room with yellow walls, did it give you the same feeling as when you entered a room with blue walls? This is how much colour effects branding and brand perception!

Although color is important, it is only a small part of it. For example, few people know that salespeople working in luxury stores are taught to be rude to a certain extent. This statement also creates a sense of covetousness. Look at the big picture.

Sure there are color theory reasons to make brand color choices – but there can be reasons to buck the system and own whatever color you want for your brand. You may need to differentiate from other brands who already use the palette you wanted, or you may just like to push boundaries. Surf brands used to be sexist (take a look at print ads from the 80s), but they were also quick to carve their own brand paths – some even dared to go pink. (I'm looking at you, Zinka.) The age of color expectation may not be as relevant as it once was. I mean, how many luxury brands can own gold and black?

The most simple rule is to understand what your brand is trying to say or the emotion it wants to evoke. For example most luxury brands use black to show sophistication, elegance, aspiration etc. Understanding color psychology can help you understand how to use colors so that you connect the right audience with right emotions.

Colors are part of your external identify and should express the internal brand identity. Colour psychology is always a good rationale for color selection. However, you want to be strategic to create familiarity yet distinguish yourself across touchpoints.

Your brand colours will have to work and be consistent across different online and offline platforms and applications. Bright vibrant colours my look good on screen but may not replicate well in print. Your brand guidelines should provide direction on which colour model to use and when and the colour breakdowns. For additional consistency and colour matching in your printed material use Pantone models but can sometimes result in higher print costs due to additional colour process needed.

Color models are like the emotional spectrum of brand identity. They represent diverse systems, each with its unique impact. Just as red can evoke passion, RGB lights up screens, while CMYK, like a painter's palette, brings print to life. HSB, the designer's toolbox, grants control over the emotions colors convey. Choosing the right color model for your brand is akin to selecting the perfect emotional tone. It depends on the canvas you paint: a logo, website, or product. And like the nuances of color psychology, your chosen colors must not only be consistent but emotionally resonant across various digital platforms and devices.

Through carefully chosen colors, incorporating a color wheel into your design process gives your brand a voice that resonates deeper and more impactfully with your audience. Your brand evolves into more than simply a logo; it becomes an identity, a symbol, and an experience that people remember long after they've experienced it.

Familiarize yourself with color theory and harmonies. Complementary, analogous, or triadic color schemes can help create visual balance and interest in your brand's design.

Utilizing a color wheel to establish my brand's palette is pivotal. Each scheme offers a distinct aesthetic; monochromatic for simplicity, analogous for cohesion, complementary for dynamism, triadic for balance, and tetradic for complexity. Selecting wisely enhances brand identity and appeal.

The 60-30-10 rule is a basic formula, but it can be broken down to produce some spectacular outcomes. By giving each color its specific role and proportion, you're creating a symphony of feelings and perceptions that will make your brand stand out in the crowded field of visuals. Like a well-written symphony, the color scheme of your brand can evoke powerful emotions and establish a strong relationship between your brand and your customers.

It's essential to remember that creativity often thrives when we challenge norms. Instead of strictly adhering to this rule, consider breaking it occasionally. Sometimes, a touch more accent color might make your brand stand out, or a bit less of the dominant color could create intrigue. Flexibility within guidelines can lead to innovative and unique branding solutions.

I find the 60-30-10 rule incredibly useful for creating a visually appealing brand identity. It ensures consistency while allowing for creativity. Dominant color establishes brand recognition, secondary color adds depth, and accent color brings vibrancy. It's a simple yet effective guideline for design cohesion.

Don't forget the power of intuition in design. Sometimes, a color may not perform exceptionally well in tests but resonates deeply with your brand's essence. Trust your creative instincts alongside data-driven decisions. A well-balanced approach that combines testing and intuition can lead to a truly authentic and impactful color palette for your brand.

In a professional context, the crucial final step in selecting the right color palette for your brand involves rigorous testing and refinement. Utilizing a range of tools and methods like mockups, prototypes, feedback, and analytics is essential for ensuring the color palette's effectiveness across various contexts. The objective here is to guarantee that your chosen color palette consistently communicates your brand message and resonates with your intended audience. This iterative process ensures that the colors not only look visually appealing but also serve a strategic purpose in enhancing brand recognition and connection.

Colors are more than aesthetic choices; they are strategic assets. When you're selecting your brand's palette, think strategically, and choose shades that not only complement your essence but also carve a distinctive identity away from the crowd. Conduct a review of the colors already "owned" by direct competitors and adjacent brands. If the market is saturated with blues and purples, that's a clear indication there's an opportunity to stand out by choosing a different palette. Identify colors that are less dominant in your industry. Consider these available spaces as ripe for the taking. Once you've spotted the unclaimed color spaces, explore the one(s) that best represent your brand's story and personality and decide from there. ??

Before you do anything with color, you need to understand the personality of your brand. I typically use brand archetypes and personality traits to nail down the character of the company. This will form the basis of any color decisions.

A common mistake when choosing brand colours particularly when starting out is choosing your favourite colour or a colour you love for a specific personal reason. Remember everything to do with creating your brands visual identity is not about you, it’s how you want to be perceived by your audience and how you want them to feel about you. Colour is one of the biggest contributors to this emotional connection to your brand and can literally make or break it. Do your research or enlist a professional designer or brand specialist for help or advice.

In today’s competitive marketplace, the strategic use of color in branding has never been more critical. A well-researched and thoughtfully chosen color palette can significantly impact a brand’s ability to connect with its target audience. It’s not merely about aesthetics; it’s about conveying the right message and creating a lasting impression. Consider the power of trending colors in branding. Incorporating a color that is currently in vogue can give a new brand an instant edge. This choice not only enhances the brand’s visual appeal but also signals to potential customers that it’s attuned to the latest trends. It’s a bit like riding the coattails of existing brand hype but with a unique twist.

Pick a "GO" color. Typically this would be the brand's main color, or an eye-catching accent color. Use this same color any time you are calling the viewer to action. From ads to business cards to website buttons, keep your "GO" color consistent.