Building a brand from the ground up can sometimes be overwhelming, as there are so many different components. Therefore, a wise strategy is to tackle one thing at a time without losing sight of the big picture. Choosing your brand colors is one of the first things you should prioritize, as you will need this for all the pieces of your online presence. In this article you can find the importance of brand colors, a strategy on how to choose them and some pointers on feelings/emotions that different colors can generate on people.

Importance of brand colors

Why is it that we need to dedicate some time into choosing the colors that we are going to use for our business? Couldn’t we just use our favorite colors or some combination that look pretty together?

Sure, you could do that, but you could also be missing out on potential clients— here is why:

  • Colors have been shown to convey feelings and emotions on people. People have emotional experiences with color throughout their daily lives. Whether the sun is out, and there is general contentment thanks to the bright yellow light, or the sky is gray and induces undertones of sadness, people tend to respond predictably. Well, for businesses the same happens and consumers react to brand colors in different ways. For example, a spa business should use calming colors for their brand to create a relaxing vibe for their clients. Choosing a bright red for the spa brand would probably push clients away instead.

  • Good first impressions are also important and brand colors are part of that first impression your company gives. People make split second decisions, especially when browsing online for products or services, hence the importance of your company’s first impression. Someone grieving a loss of a loved one might be searching online for funeral services. The last thing they would want to see when going into a business website and finding bright pink or yellow colors as main colors, since it would likely cause them to immediately close the website and keep searching. Meanwhile, darker colors might relate better to this customer’s situation.

Color Psychology

People associate different concepts with different colors in their minds, based on personal experience. These associations work like so: someone that was in an accident with a white cow crossing the road might then associate white with danger. It is true that personal experiences are very different from person to person, but there are collective associations that are common in society. Here is a summary of the most common associations of emotions and concepts that people make:

  • Red: Passion, Love, Anger

  • Yellow: Vivid, Optimism, Caution

  • Orange: Vibrant, Energy, Warmth

  • Blue: Trust, Calm, Safe

  • Green: Nature, Life, Money

  • Pink: Romantic, Cheerful, Soft

  • Purple: Luxury, Wealth, Royalty

  • Brown: Earth, Material, Organic

  • Black: Powerful, Expensive, Angry

  • White: Pure, Clean, Simple

The above list is merely a guide however it is important to know the following before making a decision:

  • Narrow down who your audience is. Reactions to color can vary depending on age, demographic, sex, ethnicity, belief, etc. White is usually related to a bride’s dress in western culture, however in India, the bride dresses in red. Consequently, geography could influence the association of colors.

  • Know your business setting. Colors have different meanings depending on the environment they are presented in. If your business is in matchmaking, red would work perfectly, but if your business is in sustainability, red would not resonate as much.

  • The tone of the color can change its perception. A light yellow can be perceived as a calming, happy color, but a strong yellow can come through as disruptive and harsh on the eyes.

  • Research what colors are being used in similar businesses to yours in order to see what the trend is in your industry. Most banks and investment firms usually use blue, green and white colors.

Brand colors palette

Now that you know how important this is and have an idea of what each color is associated with let’s dive into how we can apply this in your business.

Step 1: Brainstorm

It is key that you take some time to brainstorm on what your business is and what you want your customers to feel when doing business with you. Make a list of the values and feelings you think your business represents. Include what type of products or services your company offers as these can also be associated with colors. Doing this will narrow down how you want to be perceived as, as a business.

Step 2: Prioritize

Use the list from above and prioritize items on it. Most important items should be included in the associations of colors.

For instance, the spa’s number 1 priority is that customers feel relaxed so this would be on the top of the list.

Step 3: Associate

Associate items from the list above with colors, some items might have more than one color association. Sadness can be associated with gray and black so you might have some options to play with.

Step 4: Choose

A brand palette should have main colors and secondary colors and should not surpass 4 colors in total. Main colors identify your business. However secondary colors supplement what your business is. Research the hex color code online as you should choose a specific color tone. Keep record of this code, this way you can always use the same exact color. Here are two free resources to help you choose your brand color palette:

Now that you have chosen the colors for your brand it is very important to keep these colors consistent throughout your logo, website, Instagram, Facebook, and other online presence tools. Consistency will make your brand seem very professional and uniform.

We understand that all these can be overwhelming to do on your own. If you need any guidance please don’t hesitate to contact us. We will be more than happy to help you choose your brand colors as well as anything else pertaining to your online presence.

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