December 29th, 2018
The importance of selecting the right colours when designing your brand!
When selecting brand colours for my clients I always choose tones that they are comfortable with, that work well and that push the envelope just a wee bit. Blending in is not an option. Standing out from the crowd, when done correctly, is always a good idea.
When selecting colours for your brand you must think of items such as: How does the colour make you feel, how does it make your target audience feel, and are these feelings positive or negative? What descriptive words come to mind when viewing the colour; and are those words describing your business and brand best?
Playing it safe and on trend may work for some; but colouring outside of the lines will set you a part from the rest. Creating a timeless brand with a cohesive feel is far more important then staying on trend.
Selecting colours for your branding can be purely subjective. Although, realizing the deeper meaning behind each colour can better guide the decision making process.
Below are some basic branding colour associations. They are important to take note of, but also note they aren’t concrete and definitive. Any good designer will know these boundaries, and create a cohesive brand whether they choose to follow these guidelines or not. As long as your brand colours allude to the underlining meaning and message you wish to convey, with all your marketing collateral, you are winning.
Red – Excitement, Passion, Energy and Warning
Orange –Cheerful, Adventurous, Friendly and Youthful
Yellow – Optimistic, Warmth, Playful and Happy
Green – Natural, Healthy, Prestige and Wealth
Blue –Trustworthy, Dependable and Calming
Purple –Majestic, Spiritual, Wise and Creative
Brown – Organic, Wholesome, and Honest
Pink – Feminine, Romantic and Exciting
Black – Sophisticated, Formal, and Luxurious
White – Purity, Innocence and Minimalism
Know that there is no right or wrong answer. As long as the colours selected work together and evoke the correct feelings, the perfect brand colour palette has been achieved for your business.