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Everything You Need toKnow About Picking and Using Brand Colors

If you areplanning to rebrand your business, or to launch a new business and you arewondering how you are supposed to pick the colors that will represent yourbrand identity, then here is how you should pick the perfect brand colors.

Identify your brand personality

You shouldstart by identifying the adjectives that describe your business. Focus on thethings that are unique from your competitors.

If you are astartup, you should get your colleagues to take a look at a list of brandpersonality traits, pick out the ones that best describe your business to andsupplement it with a bit of background research.

  • Researchcompetitor brands within your niche
  • Identifythe key qualities that set your brand apart from your competitors
  • Usethe key qualities to figure out the brand vision that’s going to speak to yourbrand’s target audience

At the endof this process, you should have a list of at least 3-5 adjectives thatdescribe your brand.

Pick a core brand color based on your brand personality traits

Colorpsychology can help us understand the personality traits that people generallyassociate with common colors. According to color psychology, cool colors tendto evoke feelings of trust, loyalty, and stability, while warm colors are moreevocative of energy, excitement, and positivity.

It’simportant to note that these color associations are highly dependent oncontext, personal experience, and culture, among many other things. But they’rea great jumping-off point for picking your core brand color.

Here aresome common color meanings:

Use a formula to build the perfect brand color scheme

After youhave your brand color picked out, you can now start building a color schemethat’s unique.

  • Use1 core brand color (plus a few neutral shades) for example Netflix and Spotify,each have a bright and dominant color.
  • Use2-3 variations on your core brand color as seen in PayPal and MasterCard.
  • Adda contrasting accent color that will make your brand color pop.
  • Balanceout your core color with 3-4 equally vibrant hues as seen in brands like Googleand Slack

How to use brand colors

  1. Apply your brand colors frequentlyand consistently across all of your marketing collateral.
  2. Use your core brand color as a designaccent. Here is how it should work
  3. 10%of the design should be your core brand color
  4. 30%of the design should be your secondary brand color
  5. 60%of your design should be a neutral color
  6. Build your design around the corebrand color
  7. Add your brand with Brand Kit thatallows you to save brand’s color palettes, logos and fonts so as to have quickaccess to them.

Having adistinct brand identity is crucial for the success of your brand. So spend alittle time, get to know your brand personality, and pick the brand colors thatreflect your brand’s unique identity.