Humans across the globe are greatly influenced by visual cues. When it is about creating a familiarity and developing a relationship with the customers, colors exhibited by a brand’s product or logo play a vital role. As a matter of fact, the color palette is a core component in building your brand’s personality as well. Besides providing a distinguishing factor to your brand through logo color palette or making it memorable through the branding color schemes, colors convey message without words and evoke emotions.
Studies have attested the notion that colors do have an effect on a customer’s behavior. No wonder, 62-90% of consumers consider color as the chief reason behind purchasing an item. Consequently, selecting the correct brand color palette cannot be considered a trivial task as it drives conversion by appealing the customers and clients. Keeping that in mind, there has to be a thoughtful selection of brand colors which are to remain consistent across the product, logo and website.
Before you begin with the selection of your brand identity color palette, the must-know part is understanding how exactly different colors affect us. Next comes the need to identify your brand’s true personality which would be communicated with the color palette.
Choosing a brand color based on your brand’s personality
Identify what sets you apart from your competitors by focusing on who you are – are you playful and bold or serious and reliable, is your brand approachable and human or is it formal and conservation. When you ponder upon this, you should end up with some adjectives that describe you the best.
Based on the identification of these chief characters, it is now easier to choose your identity color palette. Broadly speaking, colors are either warm or cool. Warm colors are associated with energy and optimism, and cool colors represent a secure environment and calmness. To give you a starting point, let us see the implications of different color palettes.
- Blue: Blue communicates stability, originality and reliability and is the most used colors by top brands like PayPal and Samsung. Fits just right, doesn’t it?
- Red: Red is the color of courage, passion and excitement, capable of creating a sense of urgency and increases the heart rate. This goes right when representing a modern and playful brand as it is an attention seeking and provocative color.
- Yellow: Yellow is a cheerful color conveying optimism and joy. It also represents energy and intellect. McDonalds iconic golden arches use Yellow perfectly in the logo color palette making it quite appealing.
- Black: With Black, comes power, elegance and professionalism. Brands like Chanel have demonstrated the usage of black when designing a premium color palette and it bestows a feeling of class.
- Green: Green conveys growth, balance and naturalism. It is a color that unmistakably pleases the human eyes.
- Purple: Since Purple is not a color that is in abundance in nature, it brings royalty and luxury along with it. When used by Cadbury, it can even make you nostalgic.
- White: White represents purity and sophistication, making it more popular in healthcare business too.
Want to explore more colors options?
Who do you wish to target
At this point, it is important not to forget that the same color can be perceived differently by people of different regions, just like some colors target certain genders. While colors like Pink, Peach and Rose are widely considered the colors of feminism, men tend to be inclined towards bold colors like Blue and Black. So, if your brand deals with products for a specific gender, this is something that is noteworthy.
Another point to be noted is the regional differences. For example, Red symbolizes fortune and good luck in China. But in Russian culture, Red is associated with revolution and communism.
While Pink is the most suitable color for baby girls in Belgium, the USA counterpart would prefer Blue. For a quick overview of the symbolism of different colors across the world, go through this chart.
Final application of color palette
By now, you would have been able to identify the perfect corporate color palette. What remains is the application of the color palette. The color palette usually has 2 to 3 colors, out of which, you’re your brand core color.
Consistency of the core color throughout the marketing collateral is the key to recognition. The core color has to find a place in the product design, logo as well as social media graphics. This is simple to follow as the focus will never shift from the core color and use a secondary color for some contrast. Ensure that when you use a bright and dominant color, it should be limited to only 10%.
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Alternatively, while adding the brand color to the infographics or social media reports, follow the 60-30-10 rule from the design world.
- 60% usage of a neutral color
- 30% usage of the secondary brand color
- 10% usage of the core brand color
Finally, do not limit the decision to yourself, you can work with your designers who are most likely to come up with some great ideas. And do not stop your research, find out the standard colors used by your competitors and how customers respond to them, what colors are most preferred by the customers in your geographical location, among others.