Kristin Pruis • January 10, 2018
Color is one of the most basic visual elements that you can use to create powerful brand recognition with your customers, but creating a unique and beautiful color palette for your brand can be harder than it looks.
Color has the unique ability to communicate emotions, reference cultural symbolism, and help in creating balanced compositions, making it a critical component of your brand. While it can be tempting to just combine a few of your favorite colors together and call it a day, there are several things you should consider and do before taking this approach.
01. Consider your audience.
While it’s great to enjoy the colors you select for your brand, it’s more important that they appeal to your target audience. Think about what colors your audience will be drawn to first and foremost before making any decisions. Don’t just choose colors that you like personally or you could be leaving the very customers out that you are trying to reach!
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02. Gather color palette inspiration.
Before creating your own color palette, look for examples and inspiration on different websites like Adobe Color, Design Seeds or on Pinterest. Save your favorites to a folder on your computer or a board on your Pinterest account and identify common themes or colors.
03. Consider psychological associations.
Certain colors have hidden meanings and psychological undertones. That’s often why you see similar brands gravitate towards similar colors. Here are just a few examples of these kinds of associations you may not have known:
- Red – power, energy, passion, danger, hunger
- Blue – peace, trust, security, technology
- Purple – royalty, mystery, wisdom, enlightenment
- Green – nature, environment, health
- Orange – energy, balance, warmth, enthusiasm
- Yellow – joy, optimism, idealism, youth
04. Ensure your color palette is balanced.
Create a balanced palette by being mindful of different color properties like brightness, saturation and tone. For example, a bright primary blue can have a completely different effect and meaning than a subtle muted blue color. A balanced color palette means all of the colors are in harmony and not clashing with each other. Experiment with different tones and tints using a color palette generator tool like Coolors.co.
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05. Be aware of your competitor’s colors.
One of the worst things you can do is to create a color palette that is too similar to your competitors’. Do some research of similar brands in your space to ensure you have at least a few distinct colors from them and that you aren’t confusing potential customers into thinking that you are the same business.
Have a banging color palette you want to share? I’d love to see it in the comments. Or shoot me your questions on putting together just the right colors at K Design Co.