Color in nature is a part of our everyday experience that is easily taken for granted. However, if you take the time to slow down and gauge your emotional response to color, you may discover that certain shades influence your behavior more than you think.
According to some studies, 84.7% consumers Say color is a major reason to buy a particular product. That means companies that choose their brand color scheme have a big decision in their hands.
Since color has the ability to evoke emotions, encourage conversion, and even create brand loyalty when used correctly, it's not something you can see as a minute decision. end. By designation color board brand identity for the siteYour business logo and documents, you are subconsciously making psychological connections with your audience. The only question is whether you are inspiring the right feeling or not.
Color is a fundamental element of any brand identity. However, with infinite shades to choose from, you don't always feel confident in your decisions.
We show you how to choose your brand color, paint the right picture of your company and facilitate stronger relationships with your target audience.
What is a brand color scheme? Find the right shade
The first thing you need to know is what your brand color scheme is and what it means for your company.
Brands are always associated with certain shades. Just think about the golden arches of McDonald's either The iconic red color of a Coca-Cola can . The simple image of the light blue box from Tiffany may be enough to please a friend or family member before they see the gift inside.
Your brand identity palette is how you create a vivid visual experience with your target audience, while at the same time your unique personality . Choosing the right nuances not only makes your marketing materials, website, and other brand content more appealing, they also change the way people interact with your company.
According to the word studies Color Research Institute Most people give subconscious assessments of people, products and the environment in less than 90 seconds. At that time, more than 90% of a person's perception of any situation was based on color. In other words, learning to choose a brand color is more important than you think.
Importantly, many different things can affect how people react to your company's color scheme. Today it's too simple to assume that green always represents a firm nature and purple automatically conveys luxury. Background of a color, cultural and uplifting differences your target audience and many other factors will all affect your corporate identity palette. That being said, though, some of the colors evoke universal emotional response. For example, some of the most common meanings to consider when you build your color scheme include:
Red: Red is a color often associated with passion, excitement, and anger. If you define your brand Be noisy, modern or playful, then red might be the ideal color for you. Think Coca-Cola, Netflix or Target, for example.
Orange: Orange is a natural and playful shade, often used by companies that want to stand out from the crowd. Look at the mobile phone company Orange for example or EasyJet. If you're looking for a shade that conveys excitement, this is the color for you.
Yellow: Friendly and often playful in colors, yellow conveys playfulness and youthful energy. However, in the wrong context, yellow can also mean dangerous or dangerous.
Green: Green is a very versatile shade that can convey everything from sense of naturalism and sustainability to ideas of wealth. The greens can also be refreshed, as with Sprite's soft drink logo.
Blue: Blue is a great addition to any brand color palette. Appearing in many of the most popular color palettes, blue conveys professionalism, authenticity, and reliability.
Purple: Most people associate purple with elegance and elegance - thanks in part to a shade that rarely occurs in the natural world. Look at Cadbury, for example; they use their distinctive purple to signify pampering.
The importance of corporate color palettes
Crucially, there are more ways to figure out how to choose your brand color scheme than stick with your favorite shades. While it's tempting to choose the color you like best for your brand, you also need to think about how the colors you choose define the nature of your company. There is one field of psychology explore relationships between human emotions and specific colors.
In a study titled The impact of color on marketing, Scientists have found that up to 90% all consumer reviews are made based on color alone. Besides, results from separate studies suggests that the relationship between consumers and brands is often based on the colors they use in their brand's color scheme and perceptions of whether those colors are appropriate for the company.
Your brand identity palette is important because it is more than just about differentiating your business from the competition in your space. While natural colors make any branding material more appealing, the nature of color psychology ensures that the shades you choose will affects the relationships you create with customers.
A study called Interesting Reds and Blue Colors Likely often cited in discussions about enterprise identity color palettes. Research shows that color choice has a significant impact on a customer's buying intent for a variety of reasons. For example, some people identify themselves through the brands they associate with. Many people drive Harley Davidson buy these cars more than everyone else because of the sense of certainty and freedom they impart. If the colors of Harley Davidson are purple, pink and yellow, the perception of customers will be very different.
Some research also shows that the human brain likes brands that they can instantly recognize. Since color is one of the key factors we use to identify companies, it makes sense to perfect your corporate identity palette.
How to create a color palette: Tips for success
Now that we have established what is the brand color palette and why it is so important to your company, it's time to think about how you can find the perfect color options for your paintings. me.
Remember, although you may need a little experimentation, to get started, your color scheme needs to be consistent throughout your brand's life cycle to support brand awareness and awareness . With that in mind, it is essential not to jump into any big decisions too quickly. Before you choose your final color, make sure you:
1. Test your brand's personality
Build a successful brand It means understanding what you want your company to convey to your customers, shareholders and investors. Before you start figuring out how to choose your brand color, put together a list of phrases and words that resonate with your business and target market.
Think about what you want your organization to be known for. Do you want people to see you as friendly and cheerful, or stylish and trustworthy? The descriptions you choose for your brand will give you insight into what kind of brand colors are right for you. As mentioned above, research shows that different colors cause specific reactions in your subjects.
2. Align your identity with suggestive colors
When you have a list of words that define your company identity, you can start looking for shades that resonate with those words. For example, if you want people to see your company bold and creative, you can't choose soft and relaxing shades, like pastel pink and purple.
Check out these Psychological connections between emotions and color and choose shades that you think will complement your brand's defining features. For example, you can use red to convey excitement, orange for enthusiasm, and yellow for friendliness and warmth.
Virtually every successful part of your branding begins with extensive research. Whether you're looking for a way create brand awareness or decide which shades to use in your company color scheme, the more information you need, the better. Look at:
Your customer: What kind of shades do they like? How do they define your brand and what colors will they associate with your company?
Your opponent: What are some of the standard brand colors your competitors use? Would you like to embrace a similar subject, or choose something different to stand out?
Your market: What does the given color mean in the industry you've chosen? Is your brand color palette affected by your company's geographic location and the places where you are selling?
It's also worth learning a thing or two about color theory and how certain shades work together to create a more cohesive palette.
Color Theory: Tips for your brand identity palette
Analyzing your brand's personality will give you a platform that you can use to develop a corporate identity palette. Remember, the shades you choose will play an important part in all of your brand's assets, so you'll need to make sure they translate well across a variety of channels, including in printed materials. and online .
When you have a wide selection of shades that seem to match the brand identity you're creating, the next step is to narrow your preferences. To do this, you'll need to think carefully about the shades you can commit to the life of your brand. Here are some tips on how to choose your brand color, taken directly from the graphic design experts at Fabrik.
1. Getting started is simple, but don't be limited
Like these shape in your logo Or the words in your brand name, the shades in your brand's color palette, are defining the attributes of your brand identity. The more colors you include in your palette, the harder it will be for customers to remember you. Take a moment to think about some of the biggest companies in the world, like IBM, FedEx and Vodafone. Most of these brands will use only one or two colors in their brand equity.
Even one of the companies known for being more colorful, Google, uses only four shades in their brand logos. Intended to use no more than four colors. You can start with a single color that conveys the most important characteristic of your company. For example, if above all, you want to be seen as trustworthy, blue can be the shade that underpins your brand's color scheme. From there, you can create a few colors that stand out and complement your main shades. For example, you can choose white for innovation and green for sustainability.
2. Language of colors
Today, even the smallest brands can go international. The growth of the internet means you can be fast Earn reputation spread across continents. With this in mind, it's important to make sure that the brand color palette you choose works well in every country you might want to sell. In most western countries, for example, white is seen as a symbol of purity. On the other hand, Eastern countries often see white as a symbol of death.
Similarly, in Belgium, mothers and fathers use the color blue to symbolize the appearance of a baby girl, while pink is popular for boys. Knowing what the different colors mean across the borders of the world will help you ensure that you don't offend the wrong subject. Color chart for color icon International will help when you find a way to create a color scheme.
3. Be consistent
Finally, keep in mind that while some companies change their brand colors over time brand innovation and business updates , then it is important to maintain consistency as long as you can. Repetition is the key to success with the many elements of an effective brand. Use your color scheme wherever you can in your marketing, from your sales collateral to your social media pages.
To keep your designers and staff consistent with their brand color choices, create a style guide that includes hex values. This will help ensure that your shades stay the same no matter which channel they appear on.
If you're concerned that you can't commit to a specific brand identity palette, consider experimenting first. Give your clients the opportunity to ponder their opinion on social media or test the logo before you launch it as part of your corporate identity.
Examples of brand color palettes
So far, we have discussed how to choose a brand color palette that speaks to your customers on an emotional level. As you know, color psychology can be a great starting point when you choose the ideal brand color scheme. Just look at some of the biggest fast food brands like KFC, Pizza Hut and McDonald, they use red and yellow because that color combination is psychologically proven to make people feel happy and hungry.
Of course, there are more ways to figure out how to choose a brand color than mentality. You also need to think about how certain shades work together if you want to avoid conflicting brand identities. It's helpful to keep an eye on the color wheel when you're designing and thinking about what kind of color theory you'd like to work with. For example:
1. Brand color monochrome
When you have an extreme personality trait you want identify your entire company , a brand monochrome color scheme can be a perfect choice. You can use different shades of the same color to highlight a sleek and minimalistic look for your branding. PayPal uses a combination of blue and navy to create a friendly and trustworthy personality for their company.
The main challenge with a monochromatic corporate color scheme is not having the contrasting shades to make your logo and brand equity pop.
2. Similar brand colors
A similar brand color palette uses several colors that appear side by side on the color wheel. These nuances are very well-suited because they have similar emotional meanings, making them a safe bet for most design strategies.
Mastercard is a great example of a business with a similar color palette. Their orange and red colors work well from a design perspective, and they also convey the idea of a bold and energetic brand.
3. Additional brand colors
Complementary colors are shades that appear opposite each other on the color wheel, creating the highest contrast. Complementary colors are great for conflict and make your logo look more impressive. For example, think of Firefox's orange and blue logos!
Because blue and orange are opposites, they help each other to stand out visually when they're paired. Complementary color Very visual stimulating And as part of your brand color palette, they can convey different ideas about your company's personality.
4. Triadic brand colors
Finally, a three-color palette attracts shades from different parts of the color wheel. These plans are very popular because they allow companies to play with a variety of colors and their meanings as they define their brand. The hardest part of choosing a three-color palette is getting the right mix of shades to describe your brand identity .
Google uses a variety of primary colors in its logo to show its universal range as a source of information and guidance. The nuances are familiar and they work well together to represent the company as a comprehensive search engine.
Ready to show off your brand colors?
A brand color palette is an important part of building a successful corporate identity.
The shades you use to represent your company in your logo, website design, and more will help reinforce the elements that define your business and make you more recognizable to your followers. and our customers.
Some shades are more common in specific industries. For example, you may see a combination of red and yellow in fast food companies and you will find that blue occurs more often in financial and demanding businesses. consumer confidence level is higher . Finding the right colors for your corporate identity palette will ensure that your customers have an easier time keeping your business on top.
On the other hand, a bad color scheme can harm your company in many different ways, by going against your values and brand identity and even making your visual assets less attractive. lead your audience.
It's important to remember here that figuring out how to create the perfect color scheme for your brand takes time, concentration and creativity. There are no specific rules for choosing the right brand color, and there's always a chance you'll get a better result by coloring outside of the lines and going against the rules of color theory.
Your best bet is to work with a team of design and branding experts ready to guide you through the process of figuring out how to choose your brand color. Contact with BANOCA today for help choosing the shades that best represent your brand.