When it comes to choosing the colors for your brand, logo, and website, it’s not as simple as picking out your favorite color combination. In the world of marketing and advertising, color holds a lot of significance. The consistency of your color palette in visual marketing materials is important to create better brand recognition. Did you know 80% of brand recognition has to do with color? Colors can invoke certain emotions and moods (both consciously and subconsciously), and even hold cultural meanings. Studies show that visual appearance is 93% responsible for customer buying decisions. Ever wonder why red is used in almost every fast-food logo? Studies have shown that the color stimulates your appetite and creates a sense of urgency.
Before picking your brand’s colors it is important to identify the atmosphere and purpose of your business, and then decide which color palettes and schemes would be the best fit.
Know the Color Wheel
- Analogous: colors that are next to each other on the color wheel (ex. yellow, yellow-green, green)
- Monochromatic: tints and shades (lighter and darker versions) of the same color (ex. light blue, royal blue, dark blue)
- Complementary: colors that are directly across from each other on the color wheel (ex. orange and blue)
- Triad: three colors that are equidistant from each other on the color wheel—forming a triangle (ex. the primary colors and the secondary colors)
- Neutral/Neutral with one accent color: using mostly shades of brown, gray, and black and white, but one color to make things pop (ex. the classic black, white, and red color combination)
Know what Colors Represent
- Warm: These are your oranges, yellows, pinks, and reds.
These colors generally bring lots of energy and excitement to your logo, website, etc. They are very attention grabbing, spark creativity, and playful.
Often seen in: restaurants, toy stores, and technology.
- Cool: These are your blues, greens, and purples
These colors generally create a relaxing and calm feel.
Often seen in: coffee shops and spas.
- Neutral: These are your browns, tans, grays, and white and black.
These colors are often associated with the earth and outdoors or for more formal/sophisticated businesses and organizations.
Often seen in: outdoor gear stores, funeral homes, law firms, government agencies, etc.
It is important to note that the emotions provoked with these color categories change when paired with another category. For example, you can pair a warm color with a scheme of cool colors, but your business may not quite align with the principle emotions associated with these choices.
Additionally, you should pair warm or cool colors with neutrals, to create more interest and help with brand recognition.
Know Where your Content will be Viewed
After finally picking your color scheme, it is important to be aware that the colors may appear differently on computers or mobile devices. Make sure the colors will be easy to see and read whether printed or on a screen. Don’t use a pale yellow for a long body of text, and don’t alternate fonts with two colors that are hard to see.
Despite how simple a color scheme may seem, choosing what colors represent your brand is a huge deal. Colors have a lot to do with brand recognition, and can truly make or break a company.
For more scientific information on the topic check out this blog!