Color Your Brand: How to Build a Memorable Brand Palette
Brand colors create your first impression
Let's talk about an exciting and cost-effective way to capture the essence of your brand - creating a captivating color palette. It's not just a practical step; it's also one of the most enjoyable aspects of crafting your brand's identity.
But before we dive headfirst into the world of colors, it's essential to take a step back and define your brand's personality. After all, the colors you select should be a mirror that reflects your brand's character. So, let's embark on this color palette creation journey together, and I'm here to guide you through the process I follow when I'm curating color palettes for my clients.
Think of it as a fun and creative adventure where you'll unravel the colors that best encapsulate your brand's vibe. So, grab your metaphorical paintbrush, and let's start blending shades to paint a vivid picture of your brand's personality and essence.
1. Determine your brand personality
Before we dive into the world of color selection, it's essential to define your brand's personality. Think of it as the foundation upon which your brand's identity will stand. So, let's start by asking some fundamental questions: "What emotions do I want people to experience when they interact with my brand?" and "If my business were a person, what words would best describe it?"
Grab a notepad and jot down 8-10 keywords that paint a vivid picture of what you want your brand to represent. These words should be like the heart and soul of your brand. Now, from this creative word bank, let's narrow it down to the top 3-5 adjectives that truly capture the essence of your brand.
For instance, you might find words like "cheerful," "dynamic," "helpful," "modern," and "unique" among your list. These words become your guiding stars, steering you towards the colors that will resonate with your brand's personality. It's like giving your brand a unique voice that'll speak to your audience in the perfect tone.
2. Think about colors that match your brand personality
Now that you've distilled your brand's essence into 3-5 adjectives, it's an exciting moment when we get to explore the world of colors. Think of it as translating those words into a visual language that your audience will instantly understand.
For instance, if your brand embodies words like "cheerful" and "dynamic," we'll want colors that sing with energy and vibrancy. It's like using the palette to paint a picture of your brand's personality. No muted or pastel hues here; we're going for bold and brilliant shades.
But before you start handpicking colors, let's throw a dash of color theory into the mix. Understanding what emotions and vibes different colors convey can be a game-changer. It's like having a secret decoder for the language of colors.
So, whether it's the calming influence of blues, the energetic vibes of reds, or the growth and renewal associated with greens, knowing these color connotations will help you make choices that resonate with your brand's identity. It's like being armed with the knowledge to make every color choice count.
Blue = calm, trust and intelligence
Red = energy, passion and danger
Orange = creativity, youth and enthusiasm
Yellow = happiness, hope and spontaneity
Green = nature, growth and harmony—but also wealth and stability
Purple = luxury, mystery and spirituality
Pink = femininity, playfulness and romance
Brown = wholesomeness, warmth and honesty
Black = elegance, power and sophistication
White = minimalism and simplicity
Gray = professionalism, formality and conventionality
Multicolor = fun, diversity and optimism
Gold, silver, bronze and other metallics = wealth, prosperity and success
Now that you have some background on what colors mean, you can play around with them and see what works for best for your brand.
If you need help coming up with your initial colors, here are a couple of resources that I recommend using.
Designspiration.net is a site that you can visit for both color and design inspiration. Search for designs that include certain colors using the search bar at the top of their site.
Design Seeds is a great resource to check out for inspo. They have great color palettes that you can use as inspiration for your own brand. Remember to think about how these make you feel and how you want your ideal client to feel when they see them.
3. Gather inspiration
I've got a nifty tip up my sleeve that I always share with my clients – kickstart a Pinterest board! It's like a treasure chest for gathering all those captivating images and color palettes that resonate with your brand's soul. This visual mood board not only helps you get a clearer picture of your brand's vibe but also serves as a fantastic communication tool when we're working together.
Just think about it - a single image can convey what would take paragraphs to express. It's like having a shortcut to understanding the look and feel you're after. A picture, they say, is worth a thousand words, and in the world of branding, this rings especially true.
To give you a sneak peek into the magic, here's a glimpse of my own Pinterest board I used to re-design my personal blog, and as you can see, there's a distinct theme weaving through the images. It's a visual storytelling journey shaped the essence of my brand's new look.
4. Pick 6
Now that you've gathered your dose of inspiration, it's time to roll up your sleeves and select the colors that will define your brand's identity. But fear not, because I've got a couple of trusty tools up my designer's sleeve to make this process a breeze.
First in the toolkit is the Image Color Picker; think of it as your personal color-catching companion. If you've got a particular shade in mind that you've spotted in an image, this tool is like your virtual color magnet, allowing you to pluck it right from the picture.
And what if you stumble upon a website that's sporting the exact color you desire? That's where the Eye Dropper extension for Google Chrome swoops in to save the day. It's like having a superpower right in your browser, letting you grab the specific hues you have your eye on.
With these handy helpers, you can now embark on the creative journey of translating your inspiration into a vibrant color palette that perfectly encapsulates your brand. It's time to paint your brand's visual story, one pixel at a time.
5. Figure out what type of color palette you are using
So, let's talk about color palettes. There's more to it than just picking a single shade and running with it. In fact, there are three distinct types to choose from, and each has its unique personality.
First up, we've got the monochromatic color palette. It's like a symphony of soft, subtle tones, all belonging to the same color family. This palette is like a gentle lullaby for your brand, creating a restful and serene vibe. But here's the kicker: it can sometimes tip towards the side of 'bland' because of the absence of contrast.
Monochromatic palettes are best buddies with minimalistic brands. If you're thinking your brand fits that description, here's a pro-tip: add a dash of black or dark grey to the mix for a striking emphasis that breaks the monotony.
These are examples of monochromatic color palettes.
Let's dive a little deeper into the colorful world of palettes, specifically the analogous palette. It's like the friendly neighbors of the color wheel—they sit right next to each other and share that unique kinship.
These colors are like a family; just like family, they can have various dynamics. Picture this: they can create a relaxed, harmonious atmosphere that's as calming as a gentle breeze on a summer's day. Or, they can kick things up a notch, offering a dynamic and vibrant vibe that's full of life.
What's fascinating is that analogous palettes can lean towards the cool side, giving your brand a soothing and refreshing feel. Alternatively, they can sway towards the warm end, radiating a sense of coziness and warmth.
But wait, it gets even better. These palettes are like a canvas for creativity, offering endless possibilities. They're dynamic but not overwhelming, striking that perfect balance that's just right for your brand.
Now, let's take a peek at some real-life examples to see how analogous palettes can work their magic.
Now, let's talk about complementary color palettes; they're like the dynamic duos of the color world. These colors are positioned directly opposite each other on the color wheel, creating a natural and striking contrast.
What makes complementary palettes intriguing is their ability to bring both warm and cool colors into the mix. It's like a yin and yang of colors, where opposites attract and magic happens.
The result? A palette that's bursting with dimension and balance. It's like adding layers to your brand's personality, creating depth, and capturing the essence of equilibrium.
But here's the thing: it's not just about using opposing colors for the sake of it. It's about harnessing the power of this contrast to give your brand an unforgettable and captivating touch.
Complimentary color palettes can create more dimension and a balanced feel for your brand.
So, you've got your starting color combo—whether it's monochromatic, analogous, or complementary. But the big question is, does it align with the grand vision of your brand?
Let's dive into a bit of color theory and explore some options to fine-tune your palette:
Monochromatic Makeover: If you've started with a monochromatic scheme and it feels a bit too quiet for your brand's direction, consider adding colors that cozy up next to your main shade on the color wheel. This subtle shift can magically transform your palette into a relaxed and understated analogous beauty.
Analogous Adventure: Now, let's say you've got an array of six warm, analogous colors, but you're yearning for a palette with more depth and creativity. Here's the trick: introduce a cool color from the opposite side of the color wheel. It's like inviting a new character into your color story, adding that unexpected twist.
Complementary Control: If you've started with six vibrant complementary colors, but you're aiming for a brand that feels less vibrant, more understated, and refined, consider simplifying your palette. One approach is to remove some colors from one side of the color wheel. It's like decluttering your palette, creating a more focused and composed vibe.
By fine-tuning your color choices in these ways, you can ensure that your brand's visual identity perfectly matches its personality. It's all about finding that sweet spot where your brand's message and colors harmonize flawlessly.
6. Have contrast
Here's a common pitfall in the world of brand palettes – the lack of contrast. You see, contrast is like the spice of the color world; it's what makes your palette pop and grab attention.
So, whether you're rolling with a monochromatic, analogous, or complementary color scheme, the golden rule is this: a strong palette should always sport a well-balanced mix of light, medium, and dark tones.
Think of it as creating a visual symphony – each note (or color tone, in this case) plays a crucial role. Your light tones add that airy and refreshing feel, the medium ones hold the fort as the main players, and the dark tones bring depth and a touch of drama to the scene.
Now, why is this balance so important? It's because it ensures that your brand's visual identity remains versatile and effective in various contexts. Whether it's your website, social media, print materials, or even merchandise, a harmonious mix of light, medium, and dark tones will keep things engaging and well-balanced.
So, remember, it's not just about choosing the right colors; it's about orchestrating them into a beautiful and balanced composition.
Now, let's fine-tune your palette to perfection. Take a close look at those six colors you've handpicked. Do you have at least one dark neutral shade in the mix? If not, here's your chance to bring in some depth. You can do this by adding a touch of black to one of your existing colors, creating a darker shade that adds a bit of drama to your palette. Alternatively, you can opt to replace one of your current colors with a darker hue that aligns with your brand's personality.
On the flip side, let's talk lightness. Does your color collection include at least one light color? If not, it's time to infuse a bit of brightness. One way to do this is by introducing white to one of your colors, creating a lighter shade that adds an airy and refreshing feel to your palette. The other option is to simply swap out one of your existing colors for a lighter counterpart that harmonizes with your brand's essence.
The goal here is to ensure that your palette is a versatile powerhouse, offering a balanced range of both light and dark tones. This isn't just about creating contrast – it's about giving you a broader spectrum of choices when you're bringing your brand to life in social media and website design. So, go ahead, make those tweaks, and watch your brand's colors come alive in style.
7. Choose your primary and secondary colors
Now that you've all set your color palette, it's time to give your colors some roles to play. Think of it as the casting call for your brand's colors—who's going to be the star and who's taking on the supporting roles?
In this step, you'll decide which colors will be your primary players and which will take on secondary or accent roles. The primary colors are like the leads in your brand's color story. They're the ones who'll be in the spotlight most of the time, making a lasting impression. On the other hand, the secondary or accent colors are the co-stars and scene-stealers, adding flair and emphasis where needed.
But how do you decide who gets which role? It's all about understanding the psychology of colors and how they align with your brand's personality and message. For instance, if your brand is all about trustworthiness and dependability, a deep blue might make an excellent primary color. If you want to inject a touch of energy and excitement, a vibrant red could be a standout secondary color.
This decision-making process is crucial because it helps maintain consistency and cohesiveness in your brand's visual identity. So, take your time, experiment with different combinations, and ensure that your primary and secondary colors are the perfect fit for your brand's unique narrative.
Are you feeling inspired? Stay tuned for a future post with 5 color palettes for you to swipe!
