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Imagine walking down a supermarket aisle, flooded with a myriad of products. Suddenly, a particular item catches your eye—not because of its shape, size, or price, but because of its colour. It’s no coincidence. Brand colours can increase recognition by up to 80%, and 85% of consumers cite colour as the primary reason for choosing a product. Colours aren’t just decorative; they draw attention, evoke emotions, and make information stick.
But choosing the perfect colours for your brand goes far beyond personal taste or fleeting trends. It’s about understanding your brand at its core and crafting a palette that represents who you are, resonates with your audience, and stands out in the market.
So, how do you create an effective brand colour palette?
Whether you’re a small business, a start-up, or even just dreaming of a future brand, let us walk you through the steps to choose colours that reflect your essence and outshine the competition! But before we dive in, let’s clarify: What exactly are brand colours?
Brand colours are more than just hues on a palette; they are a set of carefully selected colours to signify your brand’s identity. A brand colour palette includes one or two primary colours and a handful of secondary colours. The primary colours will dominate your logo and other key visual elements, while secondary colours add depth, serving as accents or backgrounds.
Have you ever noticed how certain colours instantly remind you of specific brands, even without a logo in sight? Yes! That’s the power of brand colours in action!
Brand colours are fundamental in shaping your brand’s identity and ensuring consistency across all platforms. Think about the instant recognition of Coca-Cola’s red or Tiffany’s blue. Consistent use of your brand colours helps create a recognizable brand experience, leaving a lasting impression on your audience. Again, it’s not just about recognition—colours also evoke emotions and create emotional connections with your customers, reinforcing your brand message and values.
Now that you understand the importance of brand colours, let’s break down the process of creating a colour palette that truly represents your brand and resonates with your audience.
1. Define Your Brand
Before picking colours, have a deep understanding of your brand’s core. What drives your business? What values set you apart? Who is your target audience, and what are their needs, behaviours, or pain points? Also, spy on your competition. What colours are they using, and how can you differentiate yourself? By answering these questions, you’ll lay the foundation for a distinctive brand identity.
Your brand isn’t just about what you sell; it’s about the story you tell. Your colours should be a visual representation of that story.
2. Strike a Balance Between Standing Out and Representing Your Industry
It’s essential to find the sweet spot between fitting into your industry and making a memorable impression. For instance, a wellness brand might lean towards greens to convey tranquillity, but choosing a unique shade—like a soft sage or earthy olive—can set you apart from the competition.
When was the last time a colour made you stop and look twice? What was it about that colour that caught your attention?
3. Consider the Effects of Color Psychology
Colours speak a language of their own. Their psychology evokes specific emotions and associations that influence how your brand is perceived. For instance:
So, Don’t just choose colours you like—choose colours that speak to your audience and align with your brand’s message!!
4. Do you know what Colors speak about Cultures?
Have you ever travelled to another country and noticed how colours are used differently? It’s fascinating how different culture shapes our perception of colour.
While red is considered lucky in China, it can signify danger in Western cultures. Being mindful of these cultural nuances is crucial, especially if your brand has a global reach. Avoiding unintended associations can save your brand from potential missteps.
5. Choose Your Primary Brand Color(s)
Your primary colours should encapsulate your brand’s personality. Consider your audience, competition, industry norms, colour psychology, and cultural context. This colour will anchor your brand’s visual identity, so choose wisely.
Tip: Look for a colour that not only represents your brand but also resonates with your target audience emotionally.
6. Choose Your Secondary Brand Colors
Secondary colours should complement your primary colours and add richness to your brand’s visual identity. A well-balanced colour palette often follows the 60-30-10 rule: 60% primary colour, 30% secondary colour, and 10% accent colour. This balance creates a harmonious and visually appealing brand aesthetic.
Have you ever noticed how some brands just “feel right” visually? It's magical! Isn’t it?
7. Test Your Colors
Before finalizing your colours, test them in different contexts—print, digital, and even real-world applications. Ensure they work well together and maintain readability and visual appeal across various platforms.
You can create mock-ups and prototypes to see how your colours look in the real world. It’s better to tweak now than regret it later.
8. Consider Future Growth
Your brand colours should be scalable as your business grows. Will these colours still resonate as you enter new markets or launch new products? Future-proofing your colour palette ensures your brand remains consistent and recognisable as it evolves.
Think about where you want your brand to be in five years. Do your colours reflect that vision?
9. Use Your Brand Colors Consistently
Consistency is key to building a well-recognised brand. Use your colour palette consistently across all touchpoints, from your website and social media to packaging and advertising. A brand style guide specifying different colour codes (Hex, RGB, CMYK, Pantone) is essential for maintaining this consistency.
The more consistent your colour usage, the more your audience will associate those colours with your brand. Consistency breeds familiarity, and familiarity builds trust.
10. Review and Refine
Your brand will evolve, and so will your colour palette. Regularly review your brand colours to ensure they still align with your brand’s identity and goals. Don’t be afraid to refine or refresh your palette as your brand grows.
Think! When was the last time you saw a brand update its look? Did the new colours resonate with you, or did you miss the old vibes?
Some of the most iconic brands today have broken the mould by using unconventional colour palettes. Let’s see how.
Choosing unconventional colours can have a profound impact on how your brand is perceived and how it influences consumer behaviour:
Are you in a tumultuous state? Confused about whether to go with tradition or break apart? If the latter strikes your mind, here we are to make your task easier.
And there you have it—colour psychology in a nutshell. Who knew that choosing brand colours could be as thrilling (and occasionally nerve-wracking) as picking out the perfect outfit? But remember, this isn't just about making your brand look pretty; it's about connecting with your audience, standing out in the crowd, and leaving a lasting impression. So, next time you're staring at that colour wheel, wondering if 'Sunset Orange' or 'Ocean Blue' is the way to go, just think: you're not just picking a colour; you're setting the mood, shaping perceptions, and maybe even changing the world—one shade at a time. And if all else fails, well, there's always black—it goes with everything!"