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How to Color Your Brand Effectively

Updated: Apr 12

how to color your brand effectively

Believe it or not, the colors of a brand can actually impact your bottom line. Selecting the right color palette is a pivotal step in shaping your company's external image, influencing how your audience and competitors perceive you, and ultimately, attracting and retaining clients. There is endless data and research available to support the role that color plays for brands, and studies have shown that color increases brand recognition by 80%!

Why are brand colors important?

Your brand's colors are more than what meets the eye; they evoke emotions, shaping the perception of your business. They make your brand recognizable and establish the overall mood that consumers associate with your identity. These colors weave a consistent thread through your logo, packaging, stationery, social media, advertising, and website, extending even to your physical spaces like stores, offices, apparel, and vehicles. In a matter of seconds, a decision can be made just based on the hue of your logo.

So, with this in mind, how do you choose colors for your brand that not only look good, but impact your bottom line?

color psychology chart

How to Select the Perfect Color Palette for your Brand:

Step 1: Choose Your Primary Color(s)

Start by selecting your primary color, the anchor that dominates your visual identity. Consider hues that align with your brand's messaging and values. You might even opt for a secondary primary color that complements your anchor choice. Think about how these colors harmonize in a monochromatic scheme or as complementary tones.

secondary colors

Step 2: Explore Secondary Colors

Next, pick 2-3 secondary colors that support your primary choices from Step 1. These colors should seamlessly complement your anchor shades. Keep in mind readability, clarity, and versatility – ensuring your colors are clear on screens, in print, and even on branded materials like hats, business cards, or t-shirts. Contrast is key; avoid pale or overly vibrant colors, especially for text.

This part can sometimes be the most challenging – so if you need help choosing your secondary colors, there are various online tools like Colormind and Sessionscollege that can assist. Just input your primary color(s), and let the tool do the rest!

Step 3: Put it to the Test

Once you've crafted your color palette, collaborate with your graphic designer to test it across various marketing assets like brochures, websites, and social media. If the secondary colors don't work well, be open to adjustments until you achieve the desired impact.

seek feedback

Step 4: Seek Feedback

Just because it looks good to you, may not mean it reads well for everyone. Tap your friends, colleagues, and family – but avoid asking people in your target audience to ensure you are getting the most unbiased feedback.

Remember, selecting your brand colors should be an exciting, collaborative, and experimental process. Don't shy away from trying new things, stepping out of your comfort zone, and exploring all possibilities.

30|90 Marketing understands the challenges of brand development. Don’t hesitate to reach out if you need help creating a captivating color palette that not only grabs attention but also resonates profoundly with your audience.

color emotion guide

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