You’ve discovered your brand, you’ve done the logo research and maybe you’re even branching out on creating your brand standards. Now is the time to discover your color palette.
According to Canva, research shows that up to 85% of consumers believe color is the biggest motivator when choosing a particular product, while 92% acknowledge visual appearance as the most persuasive marketing factor overall.
Why brand colors are important?
Ultimately, brand colors help create a cohesive picture of your brand and along with your logo and/or symbol are the first impression you give to a customer. Colors elicit feelings and emotions. So, finding the perfect palette to convey your message is crucial in selecting a palette.
Here’s what to consider and how to select the right colors for your brand.
1. Understand what colors mean
From fiery reds to calming, cool blue tones, colors have a range of meanings. Understanding each color’s meaning can help in driving you toward the right color combination. We find this listing of color meanings helpful when discovering your palette.
2. Get to know the types of colors
There are various terms to understand when talking about colors. Be sure to refresh your vocabulary before your search begins to discover your palette.
Hue: what color something is, like blue or red
Chroma: how pure a color is; the lack of white, black, or gray added to it
Saturation: the strength or weakness of a color
Value: how light or dark a color is
Tone: created by adding gray to a pure hue
Shade: created by adding black to a pure hue
Tint: created by adding white to a hue
3. Know where your colors should be used Logo
Understanding where your colors will be used can help narrow down the search. For instance, one color may be your primary choice used in your logo and subsequent colors can be used in website, email, and social media templates.
4. Incorporate your colors into your brand standards
If you have a selection of colors, be sure to add the hex codes and color previews to your brand standards as well as any restrictions on where and when they can be used. This process helps create cohesive branding and visuals for your brand.
Pro Tip: Easily have this resource available to give to new team members, especially your social and graphic designers who will be working on creating templates and collateral.
Ready to dive deep into choosing a color palette? Take a look at one of our favorite pre-designed color palettes online or chat with our experts today and we can give you plenty of options and help you set up your brand standards or templates.
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