Choosing the Perfect Color Palette for Your Brand

Choosing the Perfect Color Palette for Your Brand

Choosing the Perfect Color Palette for Your Brand

The colors you use in your branding play a large role in the way your audience will perceive your brand. Not only do the colors you choose to use in your branding need to be aesthetically pleasing, but you must also take into consideration how those colors will resonate with your audience, what emotions they will evoke, and how they will liken or distinguish your brand from competitors. As you are in the beginning stages of branding or rebranding, ask yourself the following questions to gain clarity on choosing the perfect color palette for your brand!

How will your color palette resonate with your target audience?

Consider the demographic you wish to reach. Your color choices can heavily influence the way certain demographics view, accept, and respond to your brand, product, or service. For example, if your target demographic for your lifestyle brand is upper-middle class women in their 50s-70s who value tradition and tend to dress very classic, then it is probably best to stay away from using hot pink or neon green in your branding because those colors may not resonate with that demographic.

What emotions will your palette evoke?

It’s time to dig deep and try to remember some of those notes you scribbled down in college psychology about how color influences behavior. A little foggy? Let us give you the rundown. Studies show that color alone can influence a consumer’s feelings towards your brand and product. Different colors evoke different emotions. For example, green usually communicates growth and wealth while blue is associated with strength and trustworthiness. Before choosing your color palette, decide on a couple brand words which you wish to communicate through your branding and consider what emotions you want to evoke when people come in contact with your brand.

How does your color palette distinguish or liken you to your competitors?

While you want to choose a palette that will make your brand memorable, you also want to take into consideration common colors used within your industry. There may be a reason that a particular color is commonly used in branding in your industry and it is important to take that into consideration before stepping too far away from the status quo. Whether you pick drastically different colors or stick to common colors, the best way to  stand out in your industry is with quality design work.

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