Once you have established your brand vision, values, strategy and have a clear understanding of your target audience (check out our previous post to help with this process), it is time to dive into the brand design process. The first step in designing a brand is choosing a color palette that best fits your brand’s vision and how you want to make people feel with your brand. Color is one of the major components in creating an emotional feeling for your brand, so today we are going to focus on how to choose a color palette that best represents your brand.
Before we move on, let’s clarify what we mean by palette. A comprehensive color palette is a selection of 3-5 cohesive colors that will be used throughout all branding material (website, social, interior design, signage, marketing materials, etc.)
Ok, moving forward.
When it comes to color, it is fundamental to have a basic understanding of color psychology. Color psychology is understanding the emotional impact color has on humans. This is important to know because your brand color palette will leave a strong impression and create an emotional response on your target audience. Understanding color psychology will help you choose colors that align with your brand vision and strategy that can connect with your target audience.
Now that we understand how important color is to your brand and it’s role in creating how your brand feels, let’s break down some core colors and the emotions they evoke.
WHITE
Soft and elegant, white is often associated with cleanliness, purity, elegance, freshness, innocence and simplicity. Under the umbrella of white, we are including tones of white which include ivory, cream, beige, neutrals, etc.
SOFTNESS
ELEGANCE
CLEANLINESS
PURITY
GRACE
FRESHNESS
INNOCENCE
ETHERAL
LIGHT
NEW BEGINNING
PEACE
CALM
COMFORT
HOPE
WHOLENESS
AIRY
SIMPLICITY
REFLECTIVE
SOPHISTICATION
WHOLESOME
MODERN
INSPIRING
FRAGILITY
TIMELESS
*It is important to not that too much pure white can be cold, isolating, sterile and empty. Which is why it would be wise to round out your color palette with warmer tones of white such as beige or cream, to give warmth to your brand while still incorporating all of the listed emotions of white.
BLACK
Soft and elegant, white is often associated with cleanliness, purity, elegance, freshness, innocence and simplicity. Under the umbrella of white, we are including tones of white which include ivory, cream, beige, neutrals, etc.
SEXY
SLEEK
MODERN
CLASSY
SOPHISTICATED
DARK
BOLD
MASCULINE
DEEP
MOODY
MYSTERIOUS
ELEGANCE
HIGH-END
DRAMATIC
POWERFUL
PROFESSIONAL
FORMAL
LUXURIOUS
SERIOUS
RICH
GRAPHIC
DIGNIFIED
ELEVATED
RED
Soft and elegant, white is often associated with cleanliness, purity, elegance, freshness, innocence and simplicity. Under the umbrella of white, we are including tones of white which include ivory, cream, beige, neutrals, etc.
POWERFUL
ROMANTIC
BOLD
CLASSY
PASSIONATE
LOVE
ENERGETIC
DRAMA
DEEP
VIBRANT
HEAT
DANGEROUS
STRONG
DETERMINED
POWERFUL
SEXY
FESTIVE
LUXURIOUS
SERIOUS
RICH
GRAPHIC
DIGNIFIED
ELEVATED
BLUE
Soft and elegant, white is often associated with cleanliness, purity, elegance, freshness, innocence and simplicity. Under the umbrella of white, we are including tones of white which include ivory, cream, beige, neutrals, etc.
CALM
PEACEFUL
CLARITY
SERENE
AIRY
LIGHT
FRESH
MOODY
FLUID
TRUST
CONFIDENCE
LOYAL
RELIABLE
CLEAN
INTELLIGENT
WISDOM
HEALING
TIMELESS
STABILITY
ELEGANT
EPHEMERAL
DREAMY
CLASSIC
POETIC
GREEN
Soft and elegant, white is often associated with cleanliness, purity, elegance, freshness, innocence and simplicity. Under the umbrella of white, we are including tones of white which include ivory, cream, beige, neutrals, etc.
NATURAL
EARTHY
ORGANIC
WEALTHY
ENVIRONMENTAL
ABUNDANT
GROWTH
LIFE
VIBRANT
LIVELY
CONFIDENCE
LOYAL
RELIABLE
CLEAN
INTELLIGENT
WISDOM
HEALING
TIMELESS
SERIOUS
RICH
GRAPHIC
DIGNIFIED
ELEVATED
PINK
Soft and elegant, white is often associated with cleanliness, purity, elegance, freshness, innocence and simplicity. Under the umbrella of white, we are including tones of white which include ivory, cream, beige, neutrals, etc.
LOVE
FEMININE
GIRLY
FLIRTY
SWEET
KIND
INNOCENT
PLAYFUL
CARING
INTUITIVE
SOFT
JOYFUL
BRIGHT
HAPPY
FUN
DARLING
SENSUAL
CARE FREE
WHIMSICAL
BEAUTY
GRACE
ROMANTIC
HEARTFELT
DELICATE