Welcome to day two of the Creating a Visual Brand blog series. If you missed it, last week we talked about How to Create an Inspiration Board. If you haven’t already created it one it would be a good idea to start there.
If you didn’t miss it - pull out your inspiration board for today’s topic: color palettes.
Color is a powerful communication tool and is often used to encourage action, tell a story or tap into emotions.
If you want to create a color palette that attracts your ideal client and communicates your brand you need a little insight into color theory.
Blue: Blue is perceived as trustworthy, loyal and serene. This makes it popular among banks and social media sites. It is also popular with cleanliness and travel brands.
Additionally, blue is associated with authority, calmness, success and confidence.
Green: Green is associated with growth, nature and healing. Darker greens are often associated with money and finance. While lighter greens lean towards eco-friendliness and health.
Additionally, green is associated with fresh, harmony, safety and inexperience.
Yellow: Yellow is a go-to color for warmth, happiness and joy. This color is attention grabbing and emits a warning of caution.
Additionally, yellow is associated with cowardice, positivity, playfulness, sunshine and curiosity.
Purple: Purple is perceived as royal, mystical and luxurious. It’s often related to creativity and mystery. It also has strong ties to royalty and nostalgia.
Additionally, purple is associated with sophistication, fantasy and nobility.
Red: Red is a complex color that is associated with everything from love to war. It’s an emotionally intense color and is highly eye-catching. Red is often used to signal danger or call people to action.
Additionally, red is associated with passion, energy, aggression and action.
Orange: Orange is the perfect mix of red and yellow and plays off of both associations. It signals energy, warmth and joy.
Additionally, orange is associated with youth, playfulness and creativity.
Pink: Pink is a go-to color for softness and delicateness. In bright shades it can be viewed more powerfully and bold. It also has modern associations.
Additionally, pink is associate with gratitude, innocence and romance
Now that you know a little about what the colors communicate, look at your inspiration board. What are the colors communicating? Do those images still fit the adjectives you chose for your brand?
Let’s talk about how to mix and match colors to create your palette. Your inspiration board has probably already taken a strong step towards one specific color scheme. After you’ve learned a little more about each one you can decide if the tip I suggest could enhance your existing color palette.
Monochromatic Color Schemes: A monochromatic color scheme is created by tinting and shading one color hue. Creating a monochromatic color palette allows you to ensure there is no clashing between differing colors. However, it is more difficult to create contrast and accents.
Tip: It may be smart to add one contrasting color to create variation and accents.
Analogous Color Schemes: A analogous color scheme is created by using colors directly next to each other on the color wheel. This colors are familiar with each other and balance nicely. This color scheme usually leaves you with the effect of all cool colors or all warm colors.
Tip: You may want to add one contrasting color to create depth.
Complementary Color Schemes: A complementary color scheme is created by using colors directly across from each other on the color wheel. This color scheme creates vibrancy. It’s often suggested that these color palettes are used in small doses as not to overwhelm.
Tip: I suggest adding a few subdued colors to combat color-overload.
Now that you know a little bit more about color theory and color scheme look back at that inspiration board. Is there a color scheme that is already jumping out at you? If so, what message does it send?