You’ve have probably heard colors are important to your branding. You’ve may have even heard heard there’s a lot of psychology behind colors. But like many small business owners, you are confused and unsure of how to best use colors.
1. Take the easy way out and go with a black and white logo and never use color OR
2. [The Right Choice] Read on and learn about choosing color combinations.
Here are 4 different ways you can choose to use colors:
Remember the color wheel from 2nd grade art class? We’re going to pull out that bad boy for this lesson. Complementary colors are directly across from each other, such as purple and green. Complementary colors can create a vibrant look for your brand.
Nature Influenced Colors
Take a walk around a local park or a hike through the mountains. Colors are everywhere! Snap a few pictures of what inspires you and use it as a base for your brand. They may be untraditional, but nature based color schemes can help you stand out. Use a tool such as Photoshop to pick the exact color values from the images you take.
Brand Personality Colors
When you have established a brand personality, (i.e. ruggedness, environmentally-friendly or industrial) you can tailor your brand’s colors to help further establish your personality. Colors are deeply connected to specific traits (i.e. brown = ruggedness, green = environmentally-friendly, gray/black = industrial). Deciding on the personality of your brand is a great way to guide color selection. Here are a few colors and their personality attributes:
Red: energetic, bold
Orange: unique, youthful, creative
Yellow: happy, bright, inventive
Green: natural, growth
Blue: professional, calm, trustworthy
Purple: wise, royalty, evocative
Black: credible, powerful, simple
White: clean, pure, peace
Pink: young, fun
Brown: historical, earthy, rural
Use colors based on your audience
BONUS TIP: If you are a company whose target audience is women, don’t brand yourself with dark colors. It may sound sexist, but studies show women prefer softer shades and men prefer darker shades. Know who you are marketing to and align the colors of your brand accordingly.
Common Sense Approach
While there is a lot of research into color psychology, it’s not a hard and fast science. Do your research and understand the basic idea behind your colors, but at the end of the day go with your gut. Ask for feedback from friends and family who fall into your target audience before making a final decision.
The world of colors in branding is vast - we know! If you’re feeling stuck on branding your company, say hi! We would love to help you build a successful brand!