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3 Tips When Choosing Your Brand Color

Choosing the color for your brand is one of the most difficult decisions in the creative process. From website to packaging, your brand color will be echoed across all of your business.

Written by
Kinsey East
Date
December 9, 2022

Choosing the color for your brand is one of the most difficult decisions in the creative process. From website to packaging, your brand color will be echoed across all of your business. Your brand color will provide your potential customers with their first impression of your offering. It’s important it says what you want it to say about your company!

  1. Understand Color Psychology
  2. Identify Color Associations
  3. Create Full Color Profile
1. Color Psychology

Colors are known to elicit specific emotional responses and utilizing those in the right way can be a big advantage for your business. Color psychology is the study of hues as a determinant of human behavior, influences, and perceptions. For example, red is known to symbolize strength where yellow symbolizes joy.

2. Color Associations

Your brand should stand out, especially in front of your competitors. It’s important to understand the brand colors in your competitive landscape. It’s also important to identify other color associations someone might have. For example, a green badge logo can bring upon associations of Starbucks, even if you're not in the coffee or cafe business.

3. The Full Color Profile

Your brand color is often more involved than just a single color swatch. Brand color typically includes primary and secondary colors. We recommend deciding on your primary color first. Then build your entire brand color profile by testing complimentary, monochromatic, analogous, and triadic colors.