Colour is an essential element of branding. A brand’s colour palette can be the defining factor for some people’s judgement of the brand. I’m not going to bore you with explaining what primary colours are, instead I’m going to provide you with some advice on how to make your brand colour visually appealing to your customers!
Colour is interpreted differently from person to person. Everyone connects the world around them to different colours. For instance, when you think of danger, you think red right? Yet red can also be associated with fire, warmth and love. It would make sense for a brand selling hot sauce to use the colour red as people have an association with that colour and the product. It would look odd if they used blue as our association to the colour would make the hot sauce seem not so hot.
This leads to the idea of warm colours and cool colours. This seems pretty self-explanatory. The cool colours ranging from blue to green give off a calming and refreshing feeling whilst the warm colours ranging from red to yellow give a more vibrant and bright feeling. Understanding these colours can help you in delivering your message to your customers without the need for words.
Arguably the most important thing to discuss when it comes to colour is colour schemes. A brand should stick to a small number of colours so as to not overly confuse things and if the chosen colours don’t match, it can look unprofessional and amateur. Here are three different colour schemes to consider when creating your brand.
Complementary colours are contrasting colours on the colour wheel. Examples of this include red and green and blue and orange. Complementary colours do just that, compliment each other. They create a large contrast between each other as they are complete opposite colours which compliments both colours.
Triadic colours are evenly spaced out on the colour wheel. An example of this is red, blue and yellow. Because each colour is so contrasting to one another, it creates a vibrant harmonious palette where each colour stands out. Each colour complementing the other can make the brand look professional.
Analogous colours are right next to each other on the colour wheel. An example of this is red, orange and yellow. Analogous colours are usually used with one colour as the main colour and others used as accents to accentuate. This is often pleasing to the eye which will have customers staring at your brand for longer.
Using this information. you should be able to create a fierce brand that stands out from the crowd!