Colors are vital to the success of your brand.
Often times the importance of colors are overlooked when branding. The color palette for your brand should be determined only after research of your target audience and once the personality of your brand is defined. How easy would it be for a new business owner to simply pick their favorite colors for their brand? Super easy, but it shouldn’t work that way!
The colors chosen for your brand should tie along with the purpose and the personality you want to convey to your customers.
Let’s imagine a few scenarios really quick:
Imagine if the whole world was blue. Trees were blue, grass was blue, your skin was blue, everything blue.
How would you feel? Which emotions would you feel most?
Again, imagine if the whole world was red? How about black?
[inlinetweet prefix=”” tweeter=”@amd5555″ suffix=””]Our emotions change with the colors we see. Every color has a purpose and a personality attached to it.[/inlinetweet]
Allow me to help you get an idea of the type of colors best for your brand. You probably have an idea, but it’s usually not as apparent as it may seem.
You have a baby clothing brand, your colors should reflect pastels and should be gender neutral-yellow, green.
You have a Hawaiian restaurant. Your colors should reflect the Hawaiian community. Bright pinks, bright greens.
In regards to making your colors reflect your purpose, here at STANCE, our colors are red and tangaroa. Red is a bold, strong color associated with motivation and a desire to take action. Tangaroa (sample here) is a deep blue color. Dark blues instill trust and authority while still maintaining stability. We are trustworthy, highly motivated and action oriented, yet still stable and strong. Our colors reflect how we have positioned ourselves and our promise to our customers.
Choose the colors that will reflect your brand’s personality best-how you want the customer’s to perceive your brand. We are visual people. We get an idea of a person by what they’re wearing and the colors they use when presenting themselves. Your brand colors should do the same.
Color creates, enhances, changes, reveals, and establishes the mood of the painting. –Kiff Holland
These colors should relate to the brand’s target audience and still be visually appealing. During research, it should be determined the demographic of your primary audience and the colors that most influence them.
A brand’s colors will also create consistency. These colors will be everywhere in your business-logo design, collateral, websites, social media, packaging, etc. If it turns out the colors are not depicting what you had in mind, you’ll have to start over and that can be costly.
Once step three is accomplished, the colors chosen for the brand should relate all of the personality the brand has to its target audience. The colors should also be used in all forms of business material to create consistency throughout the brand. Let your colors prove to the world your purpose.