CHOOSING A COLOR SCHEME FOR YOUR BRAND
In the business world, first impressions are EVERYTHING. As lady bosses, we anticipate that every inch of our appearance will be judged and analyzed in the boardroom and online, and the same rules apply for our businesses. The colors we choose to showcase our brand says a lot about us and who we serve.
Why does it matter?
Since the time of the pyramids, we’ve been fascinated by how colors affect our moods. Did you know that Egyptian, Grecian and Asian physicians all used color therapy for holistic healing? They used oils, potions, and garments of various colors to treat everything from a hangnail to serious medical conditions.
Color theory has come a long way since then. Today, there’s an entire branch of psychology dedicated to “color psychology.” Why? It turns out, colors have a huge impact on how we think and feel, and what choices we make on a subconscious level. Branding experts realize that the right collection of colors can encourage brand loyalty, trustworthiness, and a bigger bottom line.
Humans are also creatures of habit. Our brains gravitate towards the things we recognize, which means if you’ve got a strong color pallet, then you’ve got a much better chance of standing out in the crowd and growing your following.
What Do Colors Say About Your Brand?
Pink: The 2000s brought us Razor flip phones, the OG iPod Classic, and millennial pink. This color is still super popular in 2020. The specific hue has easily become the color of a generation because of it’s complexity. It’s both feminine and androgynous, nostalgic and fresh. It’s no wonder it’s still dominating every social media platform.
Blue: Blue is a popular choice for most brands, especially those in the health, travel, and tech spaces, because it’s associated with trust and confidence. There’s something about it that’s incredibly calming, probably because it’s also the color of the ocean and the sky.
Yellow: If your brand inspires hope, and optimism then a bright color like yellow is the perfect option. We tend to associate it with the sun, which encourages consumers to feel happy and motivated. Gyms, and health clubs will use accents of yellow to inspire their clients and get them to break a sweat.
Red: Researchers find that red is one of a few colors that actually increase your heart rate and breathing. It’s the color of passion, energy, and love. Brands who choose red want their clients to be passionate about their products.
Green: Green makes us think about nature and vitality and serenity. That’s why there are so many earth-conscious brands with green as their base in their color scheme. It gives customers a sense of peace, health, and wealth.
Brown: Feelings of stability and strength are often associated with brown color schemes. It’s earthy vibe is excellent for naturalistas who want to exhibit trustworthiness and strength that is both subtle and inviting.
Black: Looking for a classic and sophisticated color scheme? Black is an excellent base color for luxury brands because it evokes a sense of timelessness and power. It can stand alone, or be an excellent complement to any color on the spectrum.
Tools to Pick a Color
Color Calculator: There’s definitely a science behind developing the perfect color scheme for your brand. Picking the base color is just the start. Luckily, the folks at Sessions College have an awesome tool called a “Color Calculator” to make it fun and easy. The calculator is essentially powered by the basics of color theory.
You can start by choosing your first color, and then the calculator will prompt you to choose your harmony or type of scheme. The “complementary” scheme picks two colors that are on the opposite of the color wheel, whereas “analogous” uses three colors that are right next to each other on the color wheel.
Trust us! You can spend hours playing around with schemes and color saturations while vibing out to your favorite playlist until you find the right match.
Social Media: Most marketers know that good brands offer great inspiration. One of our favorite places to go for new and fresh ideas is Pinterest! If you don’t have a page yet, what are you waiting for, girl?! Pinterest allows you to flip through 1000s of visuals to spark your creativity. Check it out!
Let’s Get Color Crazy
Picking the perfect color scheme is a vital step in defining your brand, but it’s just one piece of the puzzle. As entrepreneurs, it’s easy to fall into the trap of sweating the small stuff. While it’s necessary to put some thought into it, don’t forget to have fun!
If you get stuck along the way, and can’t make a decision, don’t panic! That just means it’s probably time to get a second pair of eyes to help. Reach out to friends, family members, or the Social Pop Studio Team. You can always drop a comment below! We’re always here to help.