Unlock The Power Of Color: Choose The Right Palette For Your Brand
What’s your favorite color?
Mine’s black. 🖤 There’s just something about it - it’s pulled me in ever since I was a small child, dressed in a shimmery black tutu holding a black balloon.
As we’ve discussed, good branding is all about purpose. It’s about creating rules that are rooted in strategic choices, aligned with your foundation (your purpose, mission, vision, and values) and attracting your tribe (your target audience). The same goes for design. Great design is comprised of a set of rules created with purpose.
Here’s the thing.. it’s very easy to bring personal bias into your brand. I mean… what is your business if not YOUR baby?! But you have to remember this - Your brand is not all about you. Your brand is all about what attracts your target audience, so there’s no room to play favorites.
Why Color Matters
Colors aren’t just fun and cute; they’re powerful tools that can influence power and perception. Think about the last time you felt a certain way just by looking at a color. That’s the magic we’re talking about.
The color palette you choose for your brand is an opportunity to tap into what attracts the people you seek to attract. Once again, it all comes back to bridging a connection.
Understanding Color Psychology
Let’s tap into what colors make people feel -
RED
Bold, energetic, and attention-grabbing. Think passion and excitement.
ORANGE
Friendly, playful, and enthusiastic. Perfect for fun and creativity.
YELLOW
Cheerful, warm, and optimistic. Great for evoking happiness.
GREEN
Fresh, peaceful, and balanced. Ideal for promoting growth and harmony.
BLUE
Trustworthy, calm, and dependable. Perfect for creating a sense of security.
PURPLE
Luxurious, creative, and wise. Excellent for adding a touch of elegance.
Choosing Your Brand Colors
How to nail down the perfect color palette for your brand -
KNOW YOUR AUDIENCE
Understand who you’re trying to reach and what colors resonate with them. Are they young and adventurous or mature and sophisticated?
DEFINE YOUR BRAND PERSONALITY
What’s your brand’s vibe? Is it bold and daring or calm and collected? Your colors should reflect this.
CHECK OUT THE COMPETITION
Look at your competitors’ colors. You want to stand out, so avoid blending in with a similar palette.
CREATE A MOOD BOARD
Gather images, colors, and inspirations that align with your brand. This helps visualize how your colors will work together.
PACK IT WITH PURPOSE
Colors have meanings, but so do shades - think of light/dark/pastel/bright/bold - how can your colors interact with each other across your branding materials. Plan with now and the future of your brand in mind. Make sure it all ties back to your brand foundation, your goals, your vibe, and your audience.
PUT IT IN YOUR BRAND GUIDELINES
Brand guidelines form the rule book for your business. You need a page in that rule book that lists your brand colors - name them, list their HEX, RGB, and CMYK codes. Hell, get crazy with it and add their Pantone and embroidery thread matches if you feel like getting freaky!
Tips for Using Colors
CONSISTENCY IS KEY
Use your chosen colors consistently across all brand touchpoints—website, social media, packaging, you name it.
CONTRAST FOR READABILITY
Ensure there’s enough contrast between your text and background colors to make everything readable.
KEEP IT SIMPLE
Stick to a main color palette and a few accent colors to keep things cohesive.
Your brand palette is an opportunity to push your purpose further. Treat it like a Taylor Swift song - all the rules and deeper meaning may seem silly to you, but a strategic, purpose-riddled melody will have your audience dancing to your beat.
