How to Pick a Color Palette for Your Brand

Are you currently creating your business’s brand identity? One of the crucial steps is selecting the color palette. Much like choosing the perfect outfit, your brand’s colors leave a lasting impression, showcasing its personality. In this post, we’ll discuss five key points when selecting your brand’s color palette.

Define Your Brand’s Essence

Close your eyes and envision the vibe you want your brand to conjure. Is it a relaxed beachy feel or perhaps it is more of a modern sophisticated aesthetic? What colors do you naturally associate with your selected theme? Your color palette should mirror your brand’s essence. Take a look at the brands you admire and analyze their use of color. Take note of anything that jumps out at you.

Understand Your Audience

Who is your target demographic? Knowing your audience is crucial for selecting colors that will resonate with them. Vibrant and playful hues might be perfect for a younger clientele, while muted tones or classic shades may appeal to a more refined audience. Consider testing potential colors with a sampling of people from your target audience.

Channel the Power of Color Psychology

Color can evoke specific emotions and responses. Warm tones like red and orange can create excitement and energy, whereas cooler shades such as blue and green convey tranquility. Decide on the emotions you want to conjure and select some colors in the corresponding sphere.

Embrace Your Creativity

Branding should be fun. Be sure to experiment with colors to build an eye-catching palette. Consider juxtaposing contrasting hues, like pairing a classic navy blue with a pop of pink. If you are unsure where to start, websites like Coolers and Red Ketchup are a great starting point, allowing you to explore different color combinations.

Color Consistency is Key

Maintain a unified look across your brand by adhering to a cohesive color scheme. Select two or three colors as the foundation of your palette, supplementing them with accent hues for versatility. I recommend limiting your palette to six colors including neutral colors like black. Be sure that your colors choices have enough contrast so they look great across both print and electronic mediums.

One Last Thing…

The process of selecting your brand’s colors should be fun. Enjoy the journey and trust your instincts. If you would like some extra help with branding, consider downloading my free e-book, "Create a Mood Board for Your Brand," which provides step-by-step guidance to building a mood board and includes a Canva Template to help you get organized.