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How important is a colour to branding? Here are ways to choose the right brand colours to boost your business and attract MORE subscribers!
Let's talk about colours – brand colours, that is.
Ever wonder how colour affects people? There is a reason why colours are a huge part of establishing a brand. Colour affects our perception; it could stir up certain emotions and change our moods. It could attract or put people off. It can be used to market a brand, to close a deal, and to make a sale.
Colour could boost brand recall among your subscribers because they could associate specific colours with your brand.
Part of establishing a business involves finding your signature colour. And no, you cannot pick a random colour, the colour has to fit your brand and the products you want to sell. But with literally hundreds of colours to choose from, which ones suit your brand the best? That's what this guide is all about. Here are tips that will help you find the right brand colours to attract more customers:
Understanding the Psychology of Color is the first step to figuring out the right colours for your brand. Start by learning about the different seasons in which your business belongs to:
Summer colours are cool and inviting, just like taking a refreshing dip in the pool! Think cool blues, greens, teal, and aqua. The fall season is all about warm, earthy colours in intense shades of red, orange, and yellow. On the other hand, the winter season is all about cool, crisp colours like grey, light blues, slate, and greige. Finally, the spring season brings vibrant colours that symbolize renewal – green, yellow, and soft shades of blue!
Do you want to create a playful or a serious brand, something informal or corporate?
Once you've figured out the season when your brand belongs to, figure out what kind of brand personality you'd like to convey to your target audience, because different colours elicit different emotions, you need to handpick the colours that evoke the right emotions for your brand.
For example, red elicits feelings of passion, ambition, power, and hunger. It's the reason why many food chains choose red as their primary brand colour. Blue elicits feelings of calmness and quiet confidence while gold symbolizes luxury, opulence, and prosperity (perfect if you are selling pieces of jewellery).
Essentially, you want a set of colours that reflect the feelings you want your customers to feel, colours that resonate with your target audience.
Looking for pegs online will help narrow down your choice of brand colours and create your own colour story.
Start checking out your direct competitors. See what colours they have chosen for their brand. Don't use the same colours because this will only confuse your customers. You want to look for ideas for your brand, not imitate the competition. You can also collect pegs online, carefully analyzing each one to help you find the right brand colours.
We suggest creating a Pinterest board to develop your own colour story. Fill your board with colours and themes that suit your brand and see what exciting combinations you can come up with. Choose colours that express the message that you want to convey, such as your objectives and mission.
For example, if you are an eco-brand and you are advocating conscientious practices, shades of green, yellow, and browns are often used to get the point across. If your business is based on finance, different shades of blues are often used to symbolize trust and confidence.
As you create a Pinterest board and collect pegs, you'll have a better idea of what colour combinations suit your brand the best. At this point, you can also compare different Pantone swatches to see which colours look good visually. Just mix and match different shades as you brainstorm ideas for your brand colours.
Once you've narrowed down your list of potential colours for your brand, it's time to pick the right colours. Generally, you want to have no more than 6 brand colours and stick to these colours. Choose at least one dominant colour, one accent colour, and one standard text colour.
You'll use your brand colours for the logo, text colour, images, design, photography, and all marketing materials.
Consistency builds trust, so don't confuse your customers by changing the brand colours in the middle of your marketing campaign. Before making up your mind, play around with your colour choices, experiment with different colour schemes until you are positive that these are the brand colours you'd like to use for your business.
Let the graphic designer know about the preferred brand colours that you chose so he can integrate these into visual elements for the website. If you are doing this on your own, we suggest using this tool to check and re-check the colour scheme you chose.
Colours matter when it comes to building a successful brand. It's essential to get your colour story right the first time so people can associate your brand colours to your business, even at a glance!
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