Branding

How To Choose A Color Scheme For Your Brand

Tuesday, September 19, 2017

 WHAT COLORS MATCH YOUR BRAND?

This is an important step because there are subconscious emotions related to each and every color. Choosing your favorite color when it doesn’t match your overall brand might not be the best choice for creating your brand. You have to first figure out what category your brand falls under, and start to associate colors that go with that category. For example, if you are starting a company that is health related, green is one of the first colors that will probably come to mind. However, bright colors such as yellow and orange may apply as well. You may want to stay away from the darker colors though because health is meant to be a positive and bright feeling, not negative. So before choosing a color, break down your brand into it’s most basic form and decide where you fall on the color wheel. If you have no idea where to begin with your brand color, you can experiment with color pickers online. I would suggest Coolers as they provide an awesome platform to pick, manipulate, and finalize your color theme. If you are having trouble finding the right color, they have a great tool that can randomize colors to find the one you want.

 

IS YOUR BRAND BOLD OR SUBTLE?

Once you have chosen your brand hue, you have started to make a step in the right direction. Next, you will want to finalize your main brand color. This is a fun experiment because you will start to play with all different color tones of your chosen hue and find the color that is right for you. One thing to consider throughout this process is your brand message. Are you a bold brand or a subtle brand? If you are more subtle, you may want to find a hue that is more muted than the normal color. However, if you have a bold brand, go for those brighter, bolder colors that stand out. Be careful when picking these shades of colors though. You want to choose colors that will last over the years, not just colors that are trendy at the current time.

 

MONOCHROMATIC, COMPLEMENTARY, OR ANALOGOUS?

You are probably wondering what these words mean in relation to color schemes. Don’t worry, they aren’t as confusing as they seem. Let me break it down to make it very simple for you. These three (there are others but these are the main) color scheme choices are how you will decide your official brand color scheme once you have your main color picked. If you decide to go the route of monochromatic, you would choose a color scheme that is simply different color shades of your main color. If you decide to go complementary, you will also incorporate the color that is opposite on the color wheel into your brand colors (i.e. blue and orange). This is a popular option if you want to have different colors within your logo as well as different colors on your website and documents that will make it really stand out. Analogous is a color scheme that is achieved by taking the colors adjacent to your main color on the color wheel (i.e. blue and green). This is also a popular option if you want to keep a color scheme that is closer together.

Which one is best for you? Unfortunately, that is a decision that is completely up to you. These color decisions are selected solely from your brand messaging and the way that you see your brand looking to consumers. I would suggest looking at other companies that you admire and see what types of colors they choose for the palette to help you choose what direction you would like to go. There is no right answer so don’t feel that you are making the wrong decision!

 

PRO TIP:

To make your color scheme cohesive, try to achieve the same “tone” within your color palette. If it is fairly muted, mute all of the colors so that way they look like they match.

Once you have your color scheme chosen, show it to the people that you trust to see how they like and what kind of feelings they get from looking at the colors. When you gather the feedback and finalize the color scheme, SAVE IT and make sure you record all of the color codes (hex, rgb, cmyk, etc). This will help you when it is time to design your site and work on the branding of your company. Don’t feel like you have to make an immediate decision on your colors. Sit on them a few days and come back to the colors and see if you still like them. When you constantly are staring at colors, it can definitely feel overwhelming. So to make sure you are making the right call, look at the colors in a couple different situations and at different times and see if you like them.

Marketing
Featured Post
Written by:
Steve Cassingham

The Power of Story for Brand Growth

Stories remain to be one of the most important pieces of society. Throughout history, stories have been a way for cultures to pass on values, ideas, and concepts. While there are many mediums to share stories in today’s culture, the principle remains the same: make it memorable. So what makes a story a memorable and why is it paramount in modern marketing?

The Hero’s Journey

Many are familiar with the hero’s journey. The idea that a protagonist must overcome an antagonist, whether it be a person, a challenge, or an internal struggle. When we feel close to the hero, we want to cheer them on to success and we feel empathy. This is extremely powerful because it means that we care about what happens to the hero, which encourages us to see the journey through to the end. Stories usually have a climax at the end which is the culmination of the buildup and ultimately the lesson learned by the hero. If you were told the result of this climax at the beginning of the story, you probably wouldn’t care as much about the story. This is because it takes time to develop a certain level of care for the story and the characters within it.

Stories in Modern Marketing

In today’s culture, we are constantly surrounded by brands, marketing, and media. More time is spent in front of a screen than ever before and most of that time is spent being exposed to brands. Traditional marketing with short one-liners and a sales pitch are not as effective as they used to be. This is because people do not care. Brands have lost touch with the consumer while chasing the bottom line. While growth and sales are important, the strategy and building a loyal audience is crucial. When a person cares about a brand and the journey that they are on, it is hard not to cheer for the success of the company. This simple concept, while more complicated to implement, is the key to driving sustained growth for years to come.

Implementing Stories Into Your Brand

To put it simply, share your story. Building a company and a brand is not always fun and games. There are struggles, challenges, deadlines, and decisions that have to be made. While it might be tempting to only share the successes, sharing the journey of the ups and downs is the game-changing strategy. This doesn’t mean that you should suddenly try to publish on every platform available (if you can, do it) but make a conscious decision to be more thoughtful in what you are creating for the current platforms you use.

Take a step back from your brand and look at the goals you are trying to accomplish, the mission of the company, and where you visualize the company in the years to come. Take that vision and craft a story around it. Who are the characters? What is the big challenge that you are trying to overcome? What lessons can be learned along the way?

Take these answers and implement it into everything that you share. Before posting, writing, or recording, think about if what you are doing will help push that story along. Then take that content and integrate that thinking into everything you design, write, and say. Over time, you may find that you are now the protagonist that everybody is rooting for to win.

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