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Obsessively researching how to go about choosing your brand colors? I don’t blame you.
Your brand’s color palette is incredibly powerful for creating instant brand recognition.
Let me give you an example. If I say “red shopping cart,” what do you think of? I bet its Target.
See what I mean?
When it comes down to it, color is one of the most emotionally charged tools your brand has, which is why you need to choose your brand’s color palette so intentionally.
Do you remember when mint green was everywhere? How about the gold foil trend? If you based your color palette on these trends, your branding would already look dated because the colors weren’t actually relevant to your brand’s personality.
Every color has their own personality from calm and collected cool colors (blues and greens) to energetic and stimulating warm colors (reds and oranges.) Colors also have certain connotations that are connected to them. For example, purple is often associated with royalty because way back when it was very expensive to buy purple dye. Check out this post on color psychology to learn how to use color to communicate your personality.
There’s actually a science to what colors work well together, and it all comes down to the color wheel and where the different colors are in relation to each other. Canva breaks it down beautifully in this really comprehensive guide to color theory
You don’t want to have all dark colors or all light colors or else everything is going to get muddled together. Start by picking out a dark color for things that need to be crisp, like text. Then choose a light color to act as an accent. Pops of bright color my favorite. They can be really powerful for bringing attention to key places like your call-to-actions.
2-5 colors are all you need. It all depends on your brand personality. Don’t be fooled into thinking that a more complex color scheme is a better one. Here is an example of a really simple color palette that is perfectly effective
Youtube strategist, Trena Little, is another great example of how effective it is to keep it simple when choosing your brand colors.
If you check out her website (or her Youtube channel,) you can see she sticks to black and a bright pop of magenta-pink with just a couple of neutral accents. She even wears the same shade lipstick in her videos and photos which is an amazing example of visual branding that goes beyond the logo.
See the décor in my bedroom? Picking colors that suit you is a really great way to make it easy to stay consistent with your branding. For example, I look terrible in bright red. It’s just not cute on me. So I probably wouldn’t choose that as my main branding color, because that would just be making my life more complicated than it needs to be.
Having some knowledge of the ways you can use color strategically is super helpful. But you really don’t have to be a color theory expert to get started. There are some great resources available to make the process a little less taxing.
Pinterest is a cornucopia of color schemes! Try getting specific with your search by adding in keywords like “happy color schemes” or “relaxing color palette.” You can browse through my board of color palettes on Pinterest to get started!
Another resource is Coolors.co which is a tool that helps you match colors that pair well together. My tip here is start by inputting one or two colors that you know are perfect, then start hitting space bar until you see something that really resonates with you.
These tips should help get you started with choosing your brand colors. Just remember to ignore the trends, focus on the color personality, and keep it simple!
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