A brand new hue: 4 ways to discover colors that work for your brand
It's no secret that color is a powerful mood changer. Just look at Mother Nature. When it's sunny, the warm yellow sun rays and
Branding color grid (see large version)bright blue skies seduce us to venture to the great outdoors for strolling, shopping, or sipping a martini on our favorite restaurant patio. And when grey skies roll through? Well, our feet somehow become planted firmly indoors and we find ourselves nestled in bed reading a favorite book or watching our latest guilty pleasure on television.
If it works for Mother Nature, surely the power of color can work in your business. Beyond a mood changer, the right colors in business can evoke feelings, perceptions, and assumptions about your brand and play a huge role in your overall brand messaging, strategy, and ultimately, financial success.
Choosing the right color combination for your brand can be an overwhelming task. Here are some key factors to consider when contemplating which brand colors are right for you:
What type of business do you own?
Are you in fashion or finance? Technology or thai food? Your business genre will largely determine what emotions you are trying to evoke from your consumer base.
What colors are popular within your industry?
While it's helpful to hone in on popular colors within your industry, don't be afraid to think out the box. For example, many women-focused businesses use pink because of its feminine undertone. Try variations of pink or pink alternatives to stay a step ahead of the competition while still evoking desired emotions and perceptions from your consumer.
What unique attribute does your business have that separates you from others?
This is where the fun starts! What makes your business stand out from the competition? Color offers an immediate and lasting way to let your customers know what makes you special. Are you coming out with a racy line of cupcakes for bachelorette parties? You may opt for red instead of the traditional yellow, pink, or white often found in the sweets industry.
Consider the overall design implementation.
The best logos stick with a core two-color combination that will read well in a variety of design scenarios. Your colors should work with all aspects of design – print, online, small or large scale, etc. And don’t forget budget considerations…the more colors in your logo, the more expensive it can be for printed products and merchandise.