Have you decided to finally launch your start-up? Perhaps you’re rebranding your company in order to upgrade your business – whatever the reason, you probably realise that your colour palette is pretty important when it comes to your branding.
Colour and other visual factors are a huge motivator for consumers when they choose products to buy and businesses to align themselves with. But luckily, it’s not all just based on who likes which colours. There’s a lot of psychology behind colour and associations, and you can use your branding colours to boost your business and attract customers if you play your cards right.
What Do Colours Mean?
Colours can affect our perceptions and behaviours in a big way, and naturally, different colours have different meanings and will therefore elicit specific feelings and responses from your audience.
Red could be associated with danger or love and passion. Using green hex codes could represent nature, sustainability, health or even wealth. Shades of blue are calming and can portray peacefulness as well as loyalty and trust. Yellow represents joy and playfulness, while pink can stand for femininity or even youth. As you can see, every colour (and hue) will tell a story.
What Does Your Brand Stand For?
Now that you know that colours represent feelings, values and ideas, you’ll understand why you need to pick colours that will align with what your brand stands for. Think about what your brand is all about – what is your goal and how do you want your customers to feel?
Are your goals to inform people, empower them, generate confidence or improve their health? What’s your brand personality? Is it formal and serious or fun and playful? All these questions will lead you to a combination of colours that will suit your brand essence.
What Colours Are Competitors Using?
In business, it’s important to understand your competition. Looking at your competitor’s brand colours could help give you a few ideas, but more importantly, you’ll want to try and avoid copying them. When too many products in the same category look alike, it’s easy to look right past them.
It’s important to consider how to make your business and its products stand out from the crowd. If the colour choices of your competition are obvious, you might need to look for more subtle aspects and values of your brand in order to draw inspiration from those instead. Play around with some ideas and remember to try different colour combinations.
Where Will Your Brand Colours Be Used?
Putting your colour palette to work is the most important part. You’ll want to test out the combinations in a few trials before committing to it. Your brand colours will be used in your logo design, on your website and in email newsletters, on your social media pages, business cards, in marketing content, in-store, in your employees’ uniforms, at events and in any other branding you might invest in. Pick one or two of these and create some designs to see how your colours look when they’re out in the real world.