A POP Of Color.

I love a good pop of color! Whether it’s an outfit, a space, or a brand, I always favor on a splash of color whenever possible. If you walk through my house this is evident by the accent walls in each room. This is half due to my love of color and half due to the fact that I lose interest in painting quickly.  

Colors evoke emotions and feelings, making it critical for brands to have their colors match their vibe. According to a survey done by the University of Loyola, color can account for up to 85% of the reason people choose one brand over another and can increase brand recognition by up to 80%.  

The thing is, brands don’t always get the whole color thing right. I’ve seen brands go big and bold, who should have gone calming and subtle. Or serious brands, go quirky and eccentric, leaving customers confused and questioning their professionalism. It is okay to be different. It is even okay to break down industry or societal norms. But being cognizant of what your colors say to your customers is an important step in the process.  

To get started, you want to pick your dominant color. The one that will most correlate to your brand. I made a color cheat sheet below to help guide you. Be sure the really think about what you want your customers to feel when they experience your brand. Put yourself in their shoes!  

Once you have your dominant color, you should then choose a neutral color that compliments, contrasts, yet doesn’t overpower the dominant color. Good neutral colors include white, tan, gray, or beige. Dark colors like black and brown could be good neutral colors depending on your dominant color. Finally, you need a pop! Something that contrasts your dominant color and can be used as an accent in your logo, advertisements, website, graphics, social media etc.  

Together these three colors make up your brand color palette. You can add to this depending on your needs, however, be sure not to add too many colors. I once had a client who had so many colors, it was as if everyone in the company wrote down their favorite color and they just went with it. Less is more when it comes to color. Be intentional when choosing your core three colors and it will make your life a lot easier!