So, you want to create a unique brand colour palette that pops, sticks, and really speaks to your audience.
Let's break it down.
It’s not just about picking your favorite colours or what looks "cool." It’s about crafting a palette that defines your brand, resonates with your audience, and stands out in your industry.
Ready to dive in? Let's go.
What Are Brand Colours?
Brand colours are the hues that represent your brand.
Think of them like the visual DNA of your business.
These colours will appear on everything from your website and social media to product packaging and marketing materials.
They help shape the personality of your brand and, in turn, influence how people perceive and connect with your business.
Why Are Brand Colours So Important?
Brand colours go beyond just looking good.
They’re a powerful tool for creating recognition and evoking emotions.
When used right, colours can build trust, spark interest, and trigger feelings that make customers want to engage with your brand.
A good colour palette tells a story about who you are, what you stand for, and how you want to make your audience feel.
10 Steps for Crafting Your Perfect Brand Colour Palette
Let’s break this down. Here’s how you can create a unique brand colour palette that’s on point.
1. Define Your Brand
Before you even think about colours, you need to know who you are.
Your Brand’s Internal Drivers
What’s the purpose behind your brand?
Are you helping people feel empowered, relaxed, or excited? Your colours should match this vibe.
Your Brand’s Audience
Who are you speaking to?
A young, trendy audience might respond better to bright, bold colours, while a luxury brand might choose muted, classic shades.
Your Brand’s Competition
Look at what others in your industry are doing.
You don’t want to blend in; you want to stand out while still staying true to what your audience expects.
Develop Your Brand Identity
This is where you solidify your brand personality.
Is your brand quirky? Elegant? Professional? Use this identity to guide your colour choices.
2. Strike a Balance Between Standing Out and Representing Your Industry
Look, you don’t want to be the odd one out, but you also don’t want to blend in.
Pick colours that reflect your industry but still make you stand out.
If you’re in the tech space, blue might be a natural choice, but can you throw in a unique accent colour to give your palette an edge?
3. Consider the Effects of Colour Psychology
Colours influence emotions.
It’s not just about what looks nice—it’s about how you want people to feel when they see your brand.
Yellow
Yellow represents optimism, energy, and positivity.
It’s perfect for brands that want to feel approachable and full of life.
Red
Red is bold, exciting, and passionate.
It grabs attention and can create urgency. Think of brands that use red for sales or calls-to-action.
Blue
Blue is calm, trustworthy, and professional.
It’s often used by tech companies and financial institutions to create a sense of security.
Green
Green symbolizes nature, health, and sustainability.
It’s a go-to for eco-conscious brands or those in the wellness space.
4. Consider the Cultural Context of Colours
Colours don’t always mean the same thing everywhere.
For example, white symbolizes purity in many Western cultures, but in some Eastern cultures, it’s associated with mourning.
Make sure the colours you choose fit culturally with your target audience.
5. Choose Your Primary Brand Colour(s)
Start with one main colour that’s going to be your "hero."
This should be the one that most people associate with your brand.
6. Choose Your Secondary Brand Colours
Once you have your primary colour, you need complementary colours.
How Many Colours Does a Brand Need?
Three to five colours should be plenty.
A Good Ratio for Brand Colours
1 primary, 1-2 secondary, and 1-2 neutrals is a solid start.
Refer to the Colour Wheel
Check the colour wheel for complementary colours or experiment with analogous colours that look great together.
Experiment With Tints, Tones, and Shades of Colours
Play with different shades and tints to create depth and variation in your palette.
Specify Your Neutral Colours
Don’t forget about blacks, whites, and greys.
These will balance out your palette and help keep things clean.
Specify Your Functional Colours
These are colours used for buttons, links, or calls-to-action. Make sure they stand out enough to be noticed but fit in with your overall palette.
Get Inspired
Look at competitors, design inspiration sites like Behance, or even nature for a fresh take on colour combinations.
7. Test Your Colours
Testing is key.
Consider Accessibility
Make sure your colours are easy to read for everyone, including people with colour blindness. Tools like Color Safe can help you check this.
Test Your Colours in Different Applications
Make sure your colours look good on both digital screens and in print.
Create mock-ups and prototypes
Use tools like Adobe XD or Figma to visualize how your colours will look across different platforms and devices.
8. Consider Future Growth
Think long-term.
Your colours should still fit as your brand grows and expands. You don’t want to pick a colour palette that feels dated in a few years.
9. Use Your Brand Colours Consistently
Consistency is key.
Your brand colours should be used across all your marketing materials—your website, social media, emails, ads, everything. This helps build brand recognition.
10. Review and Refine
Your palette isn’t set in stone.
As your brand evolves, your colours might need to evolve too. Review your colours annually and adjust if necessary.
Example: Mailchimp’s Brand Colours
Mailchimp is a great example of a brand that nails its colour palette.
Their use of bold, vibrant colours like yellow and green stand out in the crowded email marketing space, making them instantly recognizable.
Conclusion
Creating a unique brand colour palette takes time, but it’s worth it.
By following these steps, you’ll craft a colour palette that’s not only visually appealing but also resonates with your audience and represents your brand’s identity.
Remember, your brand colours are more than just pretty shades—they’re the foundation of how people will perceive and connect with your business.
Ready to start designing your palette? You’ve got this!
Brad
Author
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