Creating a captivating brand identity is like painting a picture – it requires skill, creativity, and a deep understanding of color. At Embark, we believe that harnessing the power of color is one essential step in the design process for connecting with your audience on a meaningful level. Don’t worry if color theory seems complex at first, we’re here to guide you through it step by step: how you can use it to craft a brand identity that resonates with your audience.
Color Theory — Not as Scary as it Sounds
Color theory may sound complex, but at its core, it’s all about understanding how colors interact with each other and how they influence human emotions and perceptions. Think back to the color wheel – it’s like your roadmap for navigating the world of color. Here are some key principles to keep in mind:
Stand out with primary colors: Red, blue, and yellow are the building blocks of all other colors. They’re bold, vibrant, and perfect for brands that want to make a statement.
Make connections with secondary colors: Mix primary colors together, and you get secondary colors like purple, green, and orange. These colors are all about creativity and innovation.
Energy vs peace — warm vs. cool colors: Warm colors like red, orange, and yellow evoke feelings of warmth, energy, and excitement, while cool colors like blue, green, and purple are calming and soothing.
Make People Swoon Over Your Brand: Color Psychology & Harmony
Different colors evoke different emotions and associations. For example, blue is often associated with trust and professionalism, while green symbolizes growth and freshness. Most brands will pick one or two main colors to represent their brand, and then a few secondary colors to use throughout their company’s website or social media.
To find color harmony, here are a few ways:
Make it Flow: Analogous Colors
Analogous colors are colors that are next to each other on the color wheel and therefore naturally go well together. Another way to create analogous colors is to use a variety of shades based off of one color, such as various shades of red.
Image source: Visme
Stand Out in the Crowd: Complementary Colors
Complementary colors are those that are the opposite of each other on the color wheel. This is great for brands that want to stand out and make a statement. Although it may seem like a stark contrast, often these colors work well together, especially when using one of the colors as an additional color for your brand.
Image source: Visme
Find Your Zen: Colors Based on Nature
Sometimes, our greatest inspiration comes from the great outdoors. Don’t be afraid to look outside for inspiration on your brand. It doesn’t just have to be trees, sunsets and rainbows can be great sources of inspiration.
Image source: Visme
Image source: Visme
Paint Your Canvas: Applying Color Theory to Your Brand
Now that we’ve covered the basics, let’s discuss how you can apply color theory to your brand:
1. Define Your Brand's Personality
Consider the personality traits you want your brand to convey. Are you bold and adventurous, or calm and trustworthy? Choose colors that align with your brand’s personality.
2. Consider Your Target Audience
Think about the demographics and preferences of your target audience. What colors are likely to resonate with them? For example, bright, bold colors might appeal to a younger audience, while muted tones might be more suitable for a mature demographic.
3. Create a Color Palette
Once you’ve identified your brand’s personality and target audience, create a color palette that reflects these characteristics. Choose a primary color as the dominant hue and complement it with secondary colors for balance and versatility.
4. Maintain Consistency
Consistency is key to building a strong brand identity. Use your chosen color palette consistently across all brand assets, including your logo, website, marketing materials, and social media channels.
How to Pick Effective Brand Colors
1. Start with Your Brand's Values
What does your brand stand for? Choose colors that reflect these values. For example, if your brand is environmentally conscious, you might opt for earthy greens and blues. If your heart is set on affecting a younger audience, brighter, vivid colors might be the way to go.
2. Look at Your Competitors
Take a look at what colors your competitors are using. While you don’t want to copy them outright, this can give you insights into what colors are commonly associated with your industry.
3. Test Different Combinations & Get Feedback
Don’t be afraid to experiment with different color combinations until you find the perfect match. Use tools like color palette generators to help you explore different options. Once you’ve narrowed down your options, gather feedback from stakeholders, employees, and even your customers. Their input can help you make more informed decisions.
What Each Color Means (and Effective Brand Examples)
Here’s a closer look at some common colors, the emotions they evoke, and examples of brands using them effectively:
Red: Associated with passion, excitement, and urgency. Brands like Coca-Cola and Target use red to grab attention and create a sense of urgency.
Blue: Symbolizes trust, professionalism, and stability. Brands like American Express and Facebook use blue to convey reliability and trustworthiness.
Yellow: Evokes feelings of optimism, happiness, and energy. Brands like McDonald’s and IKEA use yellow to create a cheerful and inviting atmosphere.
Green: Represents growth, nature, and freshness. Brands like Starbucks and Whole Foods use green to convey their commitment to sustainability and wellness.
Purple: Associated with creativity, luxury, and royalty. Brands like Hallow and Milka use purple to evoke a sense of elegance and sophistication.
Orange: Symbolizes enthusiasm, creativity, and vitality. Brands like Hermes and Fanta use orange to create a sense of life and energy.
By understanding the meanings and associations of different colors, you can make informed decisions when choosing brand colors that resonate with your target audience and align with your brand’s personality.
Bonus: Get to Know Popular Color Terminology
As a brand manager, it’s important to know the terminology behind brand colors in order to effectively communicate with your team and remain consistent across all of your platforms. Knowing the terminology not only allows you to effectively communicate with designers and marketers but also empowers you to make informed decisions about your brand’s visual identity. Let’s delve into what it entails.
Key Brand Color Terminology
- Hue: Refers to the purest form of a color on the color wheel, such as red, blue, or yellow. It’s the base color before adding shades, tints, or tones.
- Shade: A darker version of a color achieved by adding black to the hue. Shades are often used to create depth and contrast in design.
- Tint: A lighter version of a color achieved by adding white to the hue. Tints are commonly used to create pastel shades or softer tones.
- Tone: A color that has been mixed with both black and white (gray) to desaturate the hue. Tones are versatile and can add sophistication to a color palette.
- Saturation: Refers to the intensity or purity of a color. Highly saturated colors are vibrant and vivid, while desaturated colors appear more muted or washed out.
- HSL Code: Stands for Hue, Saturation, and Lightness. HSL codes provide a more intuitive way to describe and manipulate colors, especially in digital design. The hue value represents the color itself, saturation controls the intensity of the color, and lightness determines how light or dark the color appears.
- Hex Code: A six-digit code used to represent colors on digital platforms. Each hex code corresponds to a specific color, allowing for precise color matching across various devices and applications.
- CMYK vs. RGB: CMYK (Cyan, Magenta, Yellow, Black) is used for print design, while RGB (Red, Green, Blue) is used for digital design. Understanding the difference between these color modes ensures your brand colors appear consistent across both print and digital mediums.
By mastering brand color terminology and applying it consistently, you can elevate your brand’s visual identity, strengthen brand recognition, and effectively communicate your brand’s values and personality.
Color Your Brand with Embark
Color is more than just a visual aspect of your brand—it’s a powerful tool that shapes how your audience sees and feels about your company. Here at Embark, we understand the significance of every hue and shade in building a brand that stands out.
Whether you’re starting on a new branding journey or seeking to rejuvenate your existing identity, our brand experts are here to guide you. Let’s chat about your company’s vision and goals. Book a complimentary 30-minute call with us today to kickstart your brand’s colorful transformation.
