The Importance Of A Color Palette
Written by Trinity Duong
Brand identity is one of the most important parts when producing your own company and promoting your products. Part of what makes a brand identity is the distinguishable elements of the brand, one of the most important being color and design. A color palette is one of the important components when it comes to promotional material such as blog posts, websites, and social media.
A color palette is a set of colors that represents the brand personality and it’s used in all aspects of visible work such as your logo, website, business cards, as well as the overall cohesiveness of your different networking sites. The importance of a color palette completely relies on delivering the mood and tone of your brand as it largely impacts consumer behavior.
With every color comes a different idea. Knowing your colors will allow you to evoke all sorts of different emotions for the user. We can identify this in our everyday life as we often attribute white to peace and purity and black to darkness through the concept of wedding and funeral attire. The color meaning will help produce a transparent personality and a unique connection with your customers that can relate to the ambiance.
Some examples follow:
Red is usually associated with passion or anger and this can be used to build excitement in a consumer.
Yellow produces optimism in the viewer. It is related to the sun and warmth and can help a brand communicate the positive nature and harmony in their work.
Greens are used in order to show the freshness and growth of a brand. Green is often attributed to eco-friendliness. There is a deeper scale of green that can be used to symbolize wealth and money.
Blue in its nature is showing the stability of a brand. Lighter blues represent openness and play into the emotions of a viewer by provoking serenity.
It is also important that when choosing your colors there are three different main color codes to use. RGB is primarily used for screens and monitors, Hex for web design, and CMYK for printed work. Extensive knowledge of the color wheel and the difference between primary, secondary, and tertiary colors will help you find a balance. Understanding what tint, shade, tone, and hue are also important to be familiar with as it will help you detail your work.
By tying the overview of colors into your brand identity you will be able to represent the ideation process much more. By asking yourself what your brand values are and what you expect of your customers and the emotions your product or goods will evoke you will be able to correlate them to a suitable shade that represents that.
Once you have your initial colors it will be valuable for you to research what your competitor brands are doing in order to produce something that understands the effectiveness of the color psychology they have implemented and what works for driving the most sales. Understanding your market will also give you a good understanding of what the most common colors are used and what is most relatable to the consumer. Finally to understand the customer will help you survey how the color palette impacts your response.
If you want to read more about how to build a brand identity we have many articles detailing surrounding topics such as “How Social Media Can Help Your Career” and “Prospection Tips For Social Media Managers”.
