One of the first steps to creating a visual brand identity, is to decide what your color palette should be. Which colors to choose can be daunting and most new entrepreneurs just use the color they like and what they think look best. But, choosing colors for your brand is a lot more complex than just picking the colors that are pleasing to you.
Below are two crucial steps you can take to create a unique visually pleasing brand.
“60% of the decision to buy a product is based on color” -Alina Wheeler, Designing Brand Identity
Step One: Research Your Competitors.
Pick 3-5 competitors and figure out what their brand color palette is. Then, compare the group’s against each other. Is there a pattern? Do most of them use generally use the same color palette? Understand that your industry will most likely have a pattern and companies generally will have the same look and feel unless, there is someone already stepping out of the box.
Here, is where you can take the color information and differentiate your brand from the competitors. Your base color palette should be something similar to your industry but include a change and/or additional color or two.
Color Comparison Example:
Differentiating yourself from your competitors by just changing up your color palette will create a recognizable brand in a sea of common identities.
For example, think about walking through a grocery store and going down the shampoo aisle. If you know the brand that you generally use the first thing you probably look for is the color of the bottle or packaging and then narrow down which is the exact item you need. This is a great example and the way that cosmetic brands normally work. If a brand wants to stand out they look at every other competitor on the shelf and find a differentiating factor (or color) to help it stand out among the massive shelving unit. Your brand can become recognizable solely based on your color choice.
Here is one other example. Invision yourself watching TV. A commercial comes on and there is bright lighting and a lot of reds and whites. Pause here. Based solely on the previous statement, what is the first brand you think of? I believe most of you would know that it was a Target ad before the Target logo even came on the screen. Target has set the stage for optimal brand recognition and that big red and white target symbol is known worldwide.
“Color creates emotion, triggers memory and gives sensation” – Alina Wheeler, Designing Brand Identity
Step 2: Pick your differentiating color wisely
Picking that diffeniating color can be a difficult task. But with the help of color meanings we can make a more informed decision.
Color meanings:
Red
Emotion: Excitement, Energy, Passion, Courage, Attention
Industry: Entertainment, Food, Sport, Fire Protection, Children’s Products
Used to: Stimulate, Create Urgency, Draw Attention, Caution, Encourage
Orange
Emotion: Optimistic, Independent, Adventurous, Creativity, Fun
Industry: Art, Entertainment, Food, Sports, Transportation
Used to: Stimulate, Communicate Fun, Draw Attention, Express Freedom, Fascinate
Yellow
Emotion: Enthusiasm, Opportunity, Spontaneity, Happiness, Positivity
Industry: Food, Sports, Transportation, Travel, Leisure
Used to: Stimulate, Encourage Relaxation, Awake Awareness, Energize, Affect Mood
Green
Emotion: Growth, Harmony, Fertility, Kindness, Dependability
Industry: Environment, Leisure, Alternative Energy, Natural, Education
Used to: Restore Energy, Promote Growth, Nurture, Rejuvenate, Relax
Blue
Emotion: Trust, Responsibility, Loyalty, Wisdom, Self Expression
Industry: Communication, Technology, Healthcare, Accounting, Finance
Used to: Inspire Trust, Productivity, Secure, Create Order, Calmness
Purple
Emotion: Imagination, Spirituality, Compassion, Sensitivity, Mystery
Industry: Humanitarian, Psychic, Religion, Wealth
Used to: Encourage Creativity, Inspire, Combine Wisdom and Power, Luxury, Intuition
Pink
Emotion: Compassion, Love, Immature, Love, Playful, Admiration
Industry: Children’s Products, Woman’s Products, Beauty, Fashion
Used to: COmmunicate Energy, Motivate Action, Fascinate, Encourage Creativity
Brown
Emotion: Reliability, Stability, Honesty, Comfort, Natural
Industry: Agriculture, Construction, Transportation, Legal, Food
Used to: Stabilize, Imply COmmon Sense, Suppress Emotions, Create Warmth
Black
Emotion: Power, Control, Authority, Discipline, Elegance
Industry: All industries generally use black as a supportive color.
Used to: Hide Feelings, Intimidate, Radiate Authority, Create Fear, Depress Energy
Taking into consideration the meaning behind each color, we can narrow our decision and represent our company with the correct emotion.
With these two steps you can both evaluate your current branding and/or develop research for your new brand.
Don’t know which emotions or have a foundation to base your color choices off of? Download my Brand Workbook and start building a foundation before making an informed color choice.
Or, not sure of your differentiating factor? Try writing an Onliness Statement described in my last blog post.
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