Color is one of the most versatile ways to communicate visually. Perhaps you have used paint in your marketing campaigns before or have been thinking about using colors on your website to communicate your brand’s personality and values. A brand color palette is an essential aspect of your visual identity. It can attract or repel customers, affect their buying decisions, and even influence their recollections about your business. The bottom line is that a color scale that includes highly contrasting colors can positively impact your business when used correctly. It would be best to think about your overall brand goals, what you’re trying to communicate, and how you can use color.
Think About Your Audience
Color psychology plays a crucial role in branding. You know who you are and what you’re trying to achieve, but what colors will resonate best with your audience? While the presence of color almost always gets noticed first, precisely how each color is perceived often differs from person to person. That’s why some of the best logos use one or more secondary colors to complement a primary color — they raise brand awareness while providing a unique visual experience. Like all design choices, there’s no one-size-fits-all color combination that works for every audience. If you know your target market well, you can usually predict what colors are likely to work best for them.
Evaluate Your Brand Personality
Brand personality is important because you don’t want to miss out on a significant traffic opportunity. If keyword research is front-and-center in your thought process, take some time to consider what colors will be associated with that keyword. Historically, specific colors have been typically associated with certain industries. For example, green (or “Go”) has long been identified with money and financial institutions on the Internet. So if you own a financial service or if your product or service has anything to do with making money, you’re going to want that as part of your keyword research.
Ultimately, you have to consider several factors and determine which colors are the ones that fit your brand identity the best. The colors you choose for your business can significantly impact your customer base, so you need to select the colors that will help your brand grow.
