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4 Easy Steps to Choose the Right Colors for Your Brand

Sarita Robinson

Are you ready to choose a new color for your brand? As a marketing strategist, I am often asked by new business owners about setting a vibe for their brand. Whether it's for digital or print media, knowing how to pick colors that connect with customers is key.

Color - or colour if you sip tea with your pinky out - is one of the most important aspects to brand identity. Consistent use means it becomes the base of your logo, photos, website, social media, and more. Your brand colors set an atmosphere.

Businesses choose their colors for many reasons. They influence our purchasing decisions before we’re even aware of it. They help to create connections. They build awareness. They even improve memory recall! But does everyone do it well? What are the best practices for effective color usage?

We all want to use color when representing our brands online.  Picking the right combination to represent your business can be tricky though.

Take a look at this blog post for some great tips on the basics of brand-based color selection.

Step 1. Understand how color psychology works

Let's say you're offered a million dollars.

In exchange, you have to say the first brand you think of when you hear the word brown.

UPS? Exactly! Because that's what brown can do for you.

Color psychology tells us that there are associations for each color. Next-level brands use these links to take up valuable real estate in your mind. That's how they are able to cut through relentless advertising noise. It helps create a competitive advantage that increases market share > sales > revenue > income.

You can do the same for your business by associating certain colors with your brand.

Step 2. Define what each of these colors means to your customers

  • Red captures attention
  • Pink implies femininity
  • Orange evokes energy
  • Yellow increases happiness
  • Green represents prosperity
  • Blue promotes security
  • Purple signifies luxury
  • Brown represents comfort
  • Black suggests seriousness
  • White implies purity
  • Gray promotes neutrality

Step 3. Pick your colors

Don't make the mistake of picking the first set of colors that pops into your head.

Picking the right colors is crucial in branding. Keep it simple by choosing two to three main colors.

Use online tools like Canva to help visualize your colors side by side. A color palette generator like Coolors or Adobe Color is a great place to go when you need a little more inspiration.

Once you've picked out your brand's vibe, jot down the hex codes for your colors. You'll need this when you're working with graphic designers, web developers, or a digital marketing agency.

Step 4. Plan how you will showcase your color scheme

Now that you've got your colors all picked out, let's talk about usage.

Remember that consistency means using your brand colors at all touchpoints. You'll want to use the same colors for your logo, website, brochures, packaging, menus, et cetera.

Create brand guidelines to document how your brand colors should and should not be used.

Set yourself up for success

Color is one of the most versatile and effective ways to set your business's brand apart from others. It can help you build brand awareness, connect with customers, and increase sales. Follow these steps to begin shaping your brand today.

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