Color matters a lot. It creates energy and excitement around your brand.
Or completely detracts from it.
So how do you know which colors are right for your brand?
Your brand colors should have the right emotional association and match your brand’s unique style. Two infographics can show you how to do that.
The color of emotions
First, pick the emotion you want people to feel when they think about your brand. Then pick a color that expresses that emotion. This infographic can serve as as a simple guide.
An infographic by the team at The Logo Company
Decide on the range of colors you’ll use
Once you know what emotion you want to convey, you need to decide whether you’ll build your brand with that one color or blend it with others.
Some common choices include:
- Monochromatic: stick with colors that belong to one color family (such as brown or blue)
- Analogous: use two or three colors that appear next to one another on the color wheel
- Complementary: Chose two colors that are opposite one another on the color wheel
- Triadic: Chose three colors, equally spaced around the color wheel
Color your brand’s personality
Now you can create a “palette” or color combination that communicates your style.
For example, take a look at these four brand, each using a different color combination to convey their style.
Warm and comforting browns
Browns evoke home and hearth, comfort and warmth. As you can see here, you can combine different shades of brown or mix them with grays, blues or other colors.
Blue, especially deep blues such as these, are calming and serious. It blends well with gray, tan, or orange, but you’ll want to keep secondary colors toned down so you don’t mimic the playful color combination above.
Want more energy? Create a powerful combination of reds. Just be careful not to overpower your visitors. Offer plenty of white space to give their eyes a break.
Whatever the style of your brand, select colors that wordlessly reflect that personality. Use the infographics above to get you started, then play around with different color combinations until you find one that resonates.
What’s your take on colors and branding? Are there certain color combinations that you love — or hate?