Each color that your customers or audience begin to associate with your business communicates one or more key aspects of your brand identity, what they can expect from you as a company, your values, and the type of experience you offer. It's proven that colors have the ability to trigger very complex emotional responses and to "frame" a written message with the right evocations and attitudes.
According to studies by the Institute for Color Research , up to 90% of our subconscious first impressions of people, products, and situations are based on color . More specifically, on how colors are combined within the context. Another study, titled “ The Impact of Color on Marketing ,” found that 90% of participants made judgments about products based entirely on color.
Above all else, the color of your brand or product can drastically influence the purchasing decisions of your target audience. When two products or services are very similar, we simply choose the one whose color palette resonates best with our preferred identity or our mood.
If you're in the process of creating or updating your logo or your entire visual identity, on instgram channles you can find corporate graphic design experts ready to help you . But first, take a look at everything we want to share with you about the importance of color palettes , their relationship to the color wheel, and of course, how to choose the right color palette . With this information, it will be much easier for you to communicate with your designer and choose the best one from their various proposals.
What is a brand's color palette?
These are essentially the institutional colors used for an organization's logo and overall visual identity. Color is one of the most effective tools for creating a lasting impression or lasting memory in the viewer. Iconic examples include the logos of Coca-Cola, Amazon, and Facebook, to name just a few.
When we think of these companies, certain shades of red, yellow, and blue immediately come to mind, contrasting with whites or blacks, or standing out against grays and other more neutral tones.
And what happens if we think of Google? Then we think of bright, primary colors that stand out against the white background, evoking friendly, playful, and curious emotions—exactly what this technology company is aiming for.
At Graphic Designers Group, we have a carefully selected color palette, dominated by a blue that projects seriousness, but also trust and tranquility. The rest of our colors are neutral: white and gray. And our logo is a blurred color wheel that communicates diversity, dynamism, and creativity.
Now, imagine what would happen if Harley Davidson suddenly switched to a pastel color palette in warm tones, or if American Express went from its classic corporate blue to a light brown.
The color palette establishes and defines all the colors that can be used in:
- Logos
- Typefaces
- Stationery (letterhead, business cards, catalogs, etc.)
- Promotional material (mugs, pens, calendars, etc.)
- Website, apps and social media
- Shops, stands and promotional items
- Product packaging
- And generally in any graphic material of your brand…
Why is it not easy to choose a color palette?
Although in general terms every color has a universal emotional charge, it is a bit reductionist to assume that, for example, green always conveys peace and tranquility, because there are countless shades of green that can convey the same energy as a bright yellow, or the same nostalgia as a muted blue.
Furthermore, the cultural meanings attributed to these colors must be taken into account. While in some parts of the world white represents purity, in others it is a sign of mourning. For some, purple and royal blue are colors that represent luxury, while for others, beige and pastel blue are the most representative of exclusivity.
When we talk about a color palette, it's not just about what each color conveys individually, but also how they interact and what proportions are appropriate . With the exact same shades, a very different message can be communicated simply by changing the ratio in which they are used. It's not the same to have a main color of yellow with accents of purple as a complementary color, as it is to have purple as the main color with accents of yellow.
If all of the above weren't enough, we also can't use the colors in our palette in the same proportion everywhere. For example, a vibrant background might look good on a business card, but on a website it could be tiring to the eyes. Therefore, we must choose tones considering that sometimes they will be the main color and other times they will be secondary or contrasting visual elements.
How to choose a color palette?
The variety of colors, tones, and combinations available is practically endless, which can make it a bit difficult to find the most suitable ones to connect with your target audience and create the visual experience you're looking for. Fortunately, there are some general rules you can familiarize yourself with even if you're not an expert in design and color theory.
While it's tempting to choose your personal favorite colors for your brand, it's best to consider the nature of your company, the expectations of your target audience, and how these elements interact. Another important factor to remember is that your corporate colors will constantly interact with your brand's typography and logo design .
With this clear, you can now use these steps to choose a color palette:
1. Define your brand's personality
This is built upon what you want to represent to your clients. For example, let's imagine you have a cruise business for retirees. Your brand personality can't be strictly youthful because that wouldn't generate identification, but it also can't be solemn or serious, since the experience you want to offer is one of entertainment and relaxation.
In this sense, your color palette would need a balance between the positive, warm energy of a well-deserved vacation and the support of a reliable and exclusive travel agency. For example, navy blue and yellow could be good starting points. Coincidentally, they are also the colors of the sea and the sun.
2. Check your competition's colors
Before moving forward, it's a good idea to thoroughly analyze the visual identity of both your competitors and brands offering similar products or services , especially those that have already achieved a strong position with your target audience. This will help you identify their successes and emulate them in your own style, while also developing a unique and easily recognizable brand image that stands out from other brands in the same niche.
For example, it's very likely that other cruise companies also use blue and yellow, so you would have to look for other colors or find a way to make your blue and yellow stand out from the rest.
3. Try several combinations
In the previous example, we used blue and yellow, which are complementary colors and a fairly simple starting point. You can try building your palette with these two complementary colors plus white, black, or gray, but you can also play with the color wheel and add an analogous color to each of your main colors to give it more depth.
On the other hand, you can use the same shades you chose, adding or subtracting a little more or less white to make them brighter or darker. You can create a more dynamic triad with some red, which contrasts with the blue but complements the yellow, and so on. Just be sure not to use more than four main colors to avoid visual overload.
4. Check how it looks in your logo and typography
If you don't yet have a logo or brand typography, your designer will most likely develop them along with your color palette. If you already have these elements and don't want to change them, you need to make sure that your chosen color palette is consistent with the message conveyed by the rest of your visual identity.
For example, if you have a logo with very cursive and stylized letters, that might clash with a bright color palette with a lot of contrast, and it would also be a saturation of visual stimuli.
5. Integrate your color palette into your visual identity manual
Your color palette, like your logo and overall brand identity, should remain as consistent as possible over time. This doesn't mean you can't make gradual adjustments and improvements to avoid becoming outdated, but a complete overhaul often leads to a loss of continuity and brand recognition.
When you establish a color palette, you must be aware that it will accompany you for many years and will largely define how you connect with your audience and how quickly they recognize you, so it is not something to be done lightly.
At Workana, we have a directory of graphic designers specializing in corporate visual identity. Create your project in three easy steps and immediately receive proposals tailored to your needs and budget to take your brand to the next level.
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