Choosing the Right Color Palette For Your Brand Identity by Erin Ferree
Color is a highly personal experience-everyone has favorite
colors, and other colors that they absolutely don't like. So, how do
you determine which colors that will work for your business identity,
and that will send the right message to your potential clients.
We have developed several methods and approaches for determining
successful color palettes. For your corporate identity, you should
choose colors that:
• Have a positive meaning in your industry-Think about things
that you come into contact with in your industry or emotions that are
very positive in your industry, and choose colors that associate with
those accordingly. For example, red is a great color for a flower
company, since it is the color of roses, but it is a poor color choice
for a health care professional, because of the association with blood.
Contact us to inquire about color significance for your industry.
• Reflect the emotion of the experience your clients have when
working with you. If you have a high-energy business, consider using
bright, clear colors. If your services are more complex, consider
choosing "complex" colors, like sage green, slate blue, maroon, or
another muted tone that speaks of the intricacies of your work.
• You like-You live with this logo and look at it often, so
pick colors that excite you. Also, colors you like tend to have
commonalities with your personality, so your color palette will begin
to speak to your potential clients about who you are and the way you
work.
• You wear-Especially if you are a consultant or a sole
proprietor, use your personal color palette for your business as well.
That way, what you wear will reinforce your brand and will be a
constant, subtle reminder of your business to people you meet. Or, if
you're running a larger business, include uniforms for employees that
mirror your logo design.
• Match or complement each other-Eye-catching color palettes
that are made up of colors that match or complement each other will be
more pleasant for your customers to look at.
• Contrast each other-You will save money if you use a limited
color palette (one or two colors) in your printed materials, so choose
colors for your logo that contrast each other. That way, you can design
your materials in just a few colors, but they'll still be legible and
eye-catching.
If you use these guidelines, you will be able to devise a strong color
palette for your business to use both online and in your printed
corporate communications. Your color palette is an important aspect of
your brand identity, as it contributes to your visibility, credibility,
and memorability.