Strategically Choosing a Color Palette for Your Brand

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.

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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.

*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.

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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.

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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.

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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.

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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.

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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.