Use color theory to build effective brand identity

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Color theory is an important tool in building a brand identity. A great color palette can go a long way in ensuring cohesion and above all, reflecting your brand keywords and pillars (mission, vision and values).

Understand your brand’s values and message

Before you begin choosing colors, it’s important to have a solid understanding of your brand’s values, message, and target audience. Ask yourself what emotions you want your brand to evoke and what kind of personality you want it to have. This is covered in the brand pillar workshops that you conduct, and is a crucial step before undertaking any further design work.

Consider Color Theory & Psychology

Colors have different psychological meanings and can evoke different emotions. Different colors are known to evoke different emotional responses in people, and this knowledge can be used to influence behavior in various settings, including marketing and branding.

Here are some common associations and emotions that are linked to certain colors:

○ Red: often associated with excitement, passion, and urgency, but can also evoke feelings of anger and danger.

○ Orange: can evoke feelings of enthusiasm, creativity, and warmth, but can also be associated with caution.

○ Yellow: often associated with happiness, optimism, and energy, but can also evoke feelings of caution and anxiety.

○ Green: can evoke feelings of balance, growth, and harmony, and is often associated with nature and relaxation.

○ Blue: often associated with trust, reliability, and professionalism, and is known to have a calming effect.

○ Purple: can evoke feelings of luxury, creativity, and spirituality, and is often associated with royalty.

○ Black: often associated with sophistication, elegance, and power, but can also evoke feelings of negativity and mystery.

○ White: often associated with purity, clarity, and simplicity, but can also be perceived as cold or sterile.

Moreover, these associations can vary depending on cultural and personal factors which is another crucial point to research before committing to any one color palette. By understanding color psychology, you can use color to create specific emotional responses in your audience and reinforce your brand’s message and values.

A full color deep-dive into psychology is part of our Growth Brand Building Programme.

Ensure brand cohesion through your color scheme

Once you have a clear understanding of your brand’s values and message, choose a color scheme that reflects those values. Color schemes can be monochromatic, complementary, analogous, or triadic. It’s important to choose a scheme that aligns with your brand’s message.

Your logo is the cornerstone of your brand identity, and color plays a critical role in creating a memorable logo. Use your brand’s color scheme in your logo and other visual elements like packaging, website design, and marketing materials.

Above all, be consistent. Consistency is key to building a strong brand identity. Use your brand’s colors consistently across all platforms and materials to create a cohesive and memorable brand identity.

Test & Iterate

It’s important to test your brand’s colors and iterate as needed. Get feedback from your target audience and make adjustments as necessary to ensure your brand’s colors are effectively communicating your message. Remember, unlike your logo – you will have some flexibility to adjust your brand color scheme as you grow and expand.

Next Steps

○ Review this reading
○ Get the color scheme deep-dive
○ Create a brand color palette
○ Create a brand stylesheet

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