Crafting Your Brand Identity: Choosing a Color Palette

How to choose your brand color palette
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As part of your brand identity, your brand's color palette instantly shapes potential client's perception of your business. In order to make a great first impression, you want to choose your colors wisely. But there are so many colors to choose from, and this can quickly become an overwhelming task. Don't get stuck! Use these tips & tricks to overcome color palette paralysis and create a cohesive color palette that perfectly represents your brand's products or services.

Before You Start: Explore color psychology.

Before embarking on your color-picking journey, it's crucial to delve into the psychology of colors and understand how they evoke distinct emotions and associations. For instance, red exudes passion and energy, while blue conveys tranquility and trust.

👉 Try this: Set a two minute timer and jot down the emotions you want a client to feel when they interact with your brand. Afterwards, match your words to their color associations below:

  • Red: Love, anger, passion, strength, danger.

  • Orange: Energy, confidence, extroversion, optimism, enthusiasm.

  • Yellow: Happiness, warmth, cheer, illuminating, cowardice, critical, nervousness, anxiety.

  • Green: Nature, freshness, balance, growth, security, wealth, greed, jealousy.

  • Blue: Peace, trust, loyalty, serenity, loyalty, predictable, conservative.

  • Pink: Compassion, sincerity, sweetness, childish, love.

  • Purple: Spirituality, imagination, inspiration, creativity, immaturity, royalty, fantasy.

  • Brown: Boring, dependable, natural, rugged, simple.

  • Black: Dramatic, formal, sophisticated, secure, firm.

  • White: Clean, simple, innocent, honest.

Now that you have a better idea of color psychology, let's explore three effective methods for generating a custom color palette that perfectly encapsulates your brand.

Option 1: Use nature or a photo as your inspiration.

Nature is an endless source of inspiration for harmonious color combinations. Think about the vibrant hues of a sunset over the ocean. Imagine the lush green of the rainforest, or the earthy tones of a rugged mountain landscape.

I bet you have a photo in your phone's photo gallery of something that inspired you. Have you snapped a picture of a mural lately? Perhaps a piece of art... or the cone flowers growing in your grandmother's garden? If these photos evoke the emotions you want your client to feel when they interact with your business, they may be the perfect place to take your inspiration.

Option 2: Use the color wheel and color theory to choose harmonious colors.

When in doubt, use the color wheel! Explore existing color schemes that have stood the test of time, such as complementary, triadic, and analogous color palettes.

  • Complementary palettes involve colors that directly oppose each other on the color wheel, creating a dynamic and eye-catching contrast. For example: purple and yellow.

  • Triadic palettes feature three colors equidistant from each other on the color wheel, resulting in a balanced and harmonious effect. For example: red, yellow & blue.

  • Analogous palettes utilize colors that sit adjacent to each other on the color wheel, creating a sense of unity and cohesion. For example: green, yellow-green, and yellow.

Option 3: Leverage Online Color Palette Generators

There are many online tools with pre-designed color palettes and the ability to customize your own. Explore these platforms to experiment with different color combinations and discover unexpected combinations:

👉 Time Saving Tip: Use my Pinterest board! I've pinned tons of color palettes to save you time!

Remember, your brand's color palette should not only resonate with your brand's personality but also complement your target audience's preferences and cultural context. Conduct thorough research to understand the color associations and preferences within your target market.

Ultimately, the most effective color palette is one that seamlessly aligns with your brand's values, resonates with your audience, and leaves a lasting impression. Embrace the creative process, experiment with different combinations, and let your brand's unique identity shine through the vibrant tapestry of color.

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