How to Pick the Right Color Scheme for your Brand

Colors can either make or break your brand or business. Before a client even experiences your product or service, the first thing that compels them to check you out or completely ignore you is the way your chosen colors appeal to them visually.

Why Colors are Important for your Brand

Research reveals that colors increase brand recognition by 80%. More so, a person makes a subconscious assessment of a product within the first 90 seconds of seeing it. 62% to 90% of their judgment is influenced by color.

Color is the first thing that registers in the brain once seeing an object. That’s why choosing the right color scheme for your brand is not just an artistic call, it’s a major business decision.

If you’re in the process of creating a new brand or revamping the one you currently have, here are important tips for finding the right colors for your business.

Know your Message

You need to be clear on the message you want to send out, and your brand’s color palette should transcend that.

For instance, when Volkswagen was positioning the iconic Beetle for a comeback, their campaign involved posters of the car model model in neon green. Obviously, that’s not a popular car hue, but the brand was successful in reintroducing that product because the color they chose coincides with their message, which is reinvention or rebirth.

Choosing the Best Color is a Case-to-Case Basis

The right color palette choice is also dependent on the product or service you’re trying to sell. For example, you are not going to be inclined to buy a black-colored pancake mix, but you will most likely buy a black mobile phone.

When choosing a color for your brand, always put it in context. This will help you choose the most appropriate tones and hues for your products or message.

Here’s a very practical tip: Check the competition. This way, you will have an idea about which colors are more effective within the industry you’re in.

Describe your Brand

Find an adjective or two about your brand, and match it with a color that embodies that description. Here’s a quick guide to help you know the most common colors, their meanings, and some of the brands that use them:

  • Red – passion, power, strength

Brands: CNN, Coca-Cola, Pinterest, Levi’s, Netflix

  • Orange – fun, warmth, energy, juicy

Brands: Amazon, Blogger, Fant

  • Yellow – energy, cheerfulness, optimism

Brands: McDonald’s, Nikon, National Geographic Channel

  • Green – health, nature, wellness

Brands: Animal Planet, Whole Foods, Starbucks

  • Blue – calm, peace, tranquility, credibility, trust

Brands: Visa, HP, Samsung, LinkedIn

  • Purple – royalty, imagination, richness

Brands: Cadbury, Yahoo

  • Black and White – modern, value, sophistication

Brands: Cartoon Network, Chanel

  • Silver – timeless, classic, intellect

Brands: Apple, Toyota

Rely on your Logo

A logo is an important part of your brand identity, and it’s best that your color scheme matches with it. You can use the color of your logo as the main hue for your marketing materials and campaigns. From there, you can choose two or three other colors to complete your color scheme.

Important note: Limit your color palette to four shades for better brand retention.

Inspiration is everywhere

To get more ideas for the best color palettes, you can find images relating to your brand. Dissect the different colors found in that picture and build a color scheme from there. Digital brand designer, Madeleine Lamou, provides examples in this blog post.

Colors are very powerful, and it can work to your brand’s advantage if you know how to pick the right hues appropriate for your product, service, or message. If you want to be successful on the on-set, keep these tips in mind as you select the best color swatch for your brand.

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