How can you use color contrast to highlight your brand message and values?

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Color psychology and corporate identity are two important aspects of branding that can influence how customers perceive and respond to your business. In this article, you will learn how to use color contrast to highlight your brand message and values, and create a memorable and distinctive visual identity.

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Strategic color usage:

Apply high contrast to key elements like logos and call-to-action buttons to draw attention and enhance readability. This makes your brand message pop and ensures important details don't get overlooked.
Readability matters:

Ensuring elements stand out from the background is essential for visibility. High contrast helps customers easily spot what’s important, preventing your message from being scrolled past unnoticed.

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Wajeeha Afzal

Building unforgettable brands through…
Joe Paul

Shop Owner at Redbubble

1 What is color contrast?

Color contrast is the difference in brightness, hue, or saturation between two or more colors. It can create visual interest, hierarchy, emphasis, and harmony in your design. Color contrast can also affect the readability, accessibility, and mood of your brand elements, such as your logo, website, packaging, or marketing materials.

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Wajeeha Afzal

Building unforgettable brands through Strategy - Trusted by 70+ Clients. Logo & Brand Identity Designer | LinkedIn Content Creator
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Color contrast plays a crucial role in highlighting your brand message and values by enhancing visibility and engagement. By using high contrast, you can draw attention to key elements such as logos, taglines, and call-to-action buttons. Effective contrast improves readability and clarity, making text more legible and emphasizing important content. Additionally, contrast creates visual interest and guides the viewer’s eye through your design, reinforcing your message without overwhelming the audience. Consistently applying a well-chosen color palette, while strategically using contrast, differentiates your brand from competitors and ensures that your brand identity remains memorable and impactful.

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Joe Paul

Shop Owner at Redbubble
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Color (and value) contrast is critical for easy readability. Make sure important elements stand out from the background so viewers can find them easily. Otherwise you risk potential customers scrolling right by.

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2 Why is color contrast important for branding?

Color contrast can help you communicate your brand message and values more effectively by creating associations, emotions, and meanings in your audience's mind. For example, using a high contrast color scheme can convey a sense of energy, excitement, or urgency, while a low contrast color scheme can suggest calmness, elegance, or sophistication. Color contrast can also help you differentiate your brand from your competitors and stand out in a crowded market.

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Carter Holland

Chief Marketing Officer, Scale Up Strategist, GTM Advisor | Transformational Leader | SaaS, Supply Chain, Infrastructure, IT, CX, Healthcare, Media & Entertainment, HR | B2B, Enterprise & SMB
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Clever brands also find ways to use their colors in marketing photos and images, from clothing that may appear in one of a brand's primary colors, or slightly tinting photos overall to align with a tone in the family of brand colors. This can have subtle psychological influence over consumers buying behaviors.

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J?n Paul Ostendorf

Providing new energy, innovative ideas, and clear direction for businesses and brands by rediscovering their purpose.
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Companies can make color or color contrast a differentiating factor. When businesses “shop” for a new vendor or partner, they are often times researching and reviewing dozens of competitors. If you can gain and retain their attention with color so your company continues to find a spot in the finalists, you got a shot. Second most important aspect of color choice and the use of color contrast is those colors or the palette supports and aligns with the company’s purpose and it’s messaging. When their is brand congruency, trust is built on a subconscious level because no pattern of meaning is broken.

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3 How to choose the right colors for your brand?

The first step to choosing the right colors for your brand is to understand your target audience, your industry, and your brand personality. Different colors can have different cultural, psychological, and emotional implications, so you need to do some research and testing to find out what colors resonate with your ideal customers and reflect your brand values. You can also use a color wheel or a color palette generator to find complementary, analogous, or triadic colors that work well together.

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4 How to apply color contrast to your brand elements?

Once you have chosen your brand colors, you need to apply them consistently and strategically to your brand elements. To enhance your brand identity, use a dominant color for your logo and main brand elements, and use contrasting colors for accents, backgrounds, or calls to action. Additionally, ensure readability and accessibility by applying a color contrast ratio of at least 4.5:1 for text and background. You can also use color contrast to create hierarchy and focus on your website, harmony and balance on your packaging, as well as emotion and meaning on your marketing materials. For example, use a darker color for headings, a lighter color for body text, a bright color for buttons or links, a neutral color for the main container, a contrasting color for the label, a matching color for the logo or product name, a warm color for positive messages, a cool color for negative messages, or a contrasting color for surprises or offers.

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5 Examples of brands that use color contrast effectively

To inspire you, here are some examples of brands that use color contrast effectively to highlight their brand message and values. Netflix has a simple yet powerful contrast of red and black to create a feeling of drama, excitement, and quality. Starbucks' green and white color contrast conveys a sense of freshness, naturalness, and sustainability. Lego's playful yellow and red color contrast evokes a sense of fun, creativity, and joy. The red elements match the primary color of the Lego bricks while the yellow logo and text stand out against the red background. The white elements create a clean and minimalist look for Starbucks while the black text and images contrast with the red accents and buttons for Netflix.

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J?n Paul Ostendorf

Providing new energy, innovative ideas, and clear direction for businesses and brands by rediscovering their purpose.
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Concerning brand color and UI/UX — stay consistent with colors and intended actions. When you move into the world of a “product” that involves interaction and learning, you never want to sacrifice usability for clever design.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How can you use color contrast to highlight your brand message and values?

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1 What is color contrast?

2 Why is color contrast important for branding?

3 How to choose the right colors for your brand?

4 How to apply color contrast to your brand elements?

5 Examples of brands that use color contrast effectively

6 Here’s what else to consider

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