Branding Colors Really Matter!
What comes to mind when you hear the word “love?” Whether negative or positive, it greatly displays a strong emotional response than when you hear a phrase like “telephone booth”.
Feelings are very powerful and it normally drives the decision making of most of us.
As a new brand, you want is to develop a strong emotional connection to your clients. The only issue is you can’t tell your company’s entire history with just your logo. Branding is much more than just a logo! Remember that branding colors gives you a shortcut straight to the hearts of your clients.
Implementation of Branding Colors
Antonio Damasio a neuroscientist said that consumers tend to feel that a brand has more pull than how they perceive and think of it. And make sure to partner it with the thought that certain colors show certain emotions. Your brand will then have a strong impact on your sales and how people perceive all the products that you offer.
Moreover, being consistent of showing the colors of your brand can help strengthen brand awareness amongst current and possible clients. Have you ever noticed that you can recognize some brands, without seeing their logo or name? Just the colors and their wording, makes them recognizable.
How to Classify Brand Personality Traits:
1. Masculine or Feminine
2. Serious or Playful
3. Affordable or Luxurious
4. Classic or Modern
5. Mature or Youthful
6. Subdued or Loud
Choosing the colors for your brand will be easy for you, if you know what message you’re trying to convey to your audience.
Once you are able to set the goal for your branding, it’s time to choose the colors which perfectly fit your brand. First you have to learn the emotional association of each color normally used for branding.
What Each Branding Color Mean
Here is a cheat sheet/guide in choosing the colors for branding your business:
· Red — passion, attention, and importance
· Purple — luxury, royalty, and creativity
· Pink — innocence, femininity, and youth
· Brown — rugged, earthy, and old-fashioned
· White — clean, virtuous, and healthy
· Gray — neutrality, gloom, and subdued
· Black — powerful, sophisticated, and edgy
· Orange — playfulness, friendliness, and vitality
· Yellow — happiness, optimism, and warning
· Green — nature, stability, and prosperity (growth)
· Light Blue — tranquility, trust, and openness
· Dark Blue — formality, professionalism, and security
If choosing one color was a challenge, making a variety of colors complement each other the way you want to be is the next step. I love using Canva’s Color Palette Generator to guide me when picking colors for a brand.
Brand Color Scheme Building
Don’t worry there is definitely no one correct way of picking colors for your brand scheme. When dealing with the personality of your brand, it would be hard and naïve to attribute hard and fast rules. Given the situation the whole process may be intimidating and confusing at first, so a little guidance will really help you come across this obstacle. Here is a framework that you can choose in building a really nice color scheme that would perfectly fit your brand.
· Brand Personality Traits -What makes you stand out? What feelings you want your audience to feel?
· Potential Customers and Audience - Who are they? What do they love? What do they react to? What do they buy? The more you know about your potential clients, the better!
1.Plan and Choose at least three colors
Your base color, a neutral, and accent. Color schemes for your brand can have at least one to four colors depending on which type, even monochrome schemes will require variety in form of hues for different types of purposes.
2. Choose your Base Color
First, choose the best personality trait that best describes your brand. The most dominant trait of your brand should be the basis for your base color. But also, you should put into consideration that the color you choose has to be appealing to your target audiences. The remaining colors that you will choose has to compliment/blend really well with your base color.
3.Choose a neutral color for your background/text
This is the color that you will use to avoid attention. These are different shades of off-whites, beige, white, and grey. Black may also be an option, but take note, black tends to dominate any color scheme it may be part of.
4. Choose an Accent Color
After your base color, you will use your accent color more often. It is more challenging to choose your accent color because there are a lot of restrictions that you have to abide to. Aside from pairing it with your main brand personality trait, your accent color also has to compliment your base color too. It also has to appease your target audience.
Think Outside the Box
Remember there are no concrete style in choosing the best colors for your brand. The thing is you should also trust your instinct and gut feel. The main goal is to connect your brand colors to their emotional impact on your audience.