Does your color palette effectively represent your brand?

As a color lover, selecting colors can be either the most fun – or the most challenging – part of branding. As a business owner, I paid close attention to the colors I chose for my brand. And it wasn’t easy!

Color makes a huge impact on our audience and how they view our brand. Before selecting the actual colors, it’s important to define your brand identity, mission, and the adjectives you use to get your message across. Whether you want to present calm or energy, trustworthiness, prestige, value, or fun — don’t forget to consider your target audience and the colors you feel they will be drawn to. Your colors will make them feel a certain way, so it’s not just about using your favorite colors.

Although it’s not an exact science, here are a few guidelines and a bit of color psychology: 

Blue

Blue is a timeless color that can be seen just as easily in the ocean or an office building. This hue evokes feelings of trust, strength, and dependability, so naturally, it’s used in many industries to give viewers a sense of stability. Its naturally calming qualities make blue ideal for healthcare settings; meanwhile, the finance and wellness sectors benefit from the openness and reassurance that this color provides. Furthermore, with its soft vibrancy, blue can be both inviting and professional—a perfect balance for any workspace.

Green

Green is a color that offers positive vibes in many different areas. Rich in symbolism, its usage transcends beyond nature and includes the concepts of prosperity, growth, and health. As the world continues to march toward the goal of better health, green’s messages of well-being make it an ideal choice for promoting awareness of related causes – such as environmentalism, sustainability, and nutrition. While that’s true, it’s also associated with finance and wealth, so there is that.

Red

Red is a visually arresting color with a powerful presence. Red is a shade that is capable of captivating people’s attention and evoking a wide array of emotions. Red has proven to have great power in marketing and product sales, suggesting a bright burst of energy alongside feelings of desirability. For those wanting to inject a shot of excitement into their look without going too far out of their comfort zone, opt for a dark pink or “Nantucket Red” for a more subtle yet effective version. Overall, red's versatile nature makes it stand out as one of the most popular colors in modern culture.

Orange

If you are looking to portray cheerfulness and optimism, orange is your color. It combines the best aspects of both yellow, a color of joy, and red, which symbolizes excitement and passion. This blend creates an energetic vibe that easily attracts customers looking for fun. That's why you will often see orange used in restaurants, entertainment venues, and food businesses- anyone who wants to draw in potential customers with good vibes! Orange is also perfect for brands that are ready to take their place in the marketplace with enthusiasm. It's a great way to communicate exuberance without going overboard!

Yellow

Yellow is a hue that communicates clarity and warmth. The use of yellow has to be strategic, as it can be overwhelming when paired with other bright shades. When used in combination with cooler tones like grays or neutrals, yellow creates a beautiful balance that is both captivating and pleasant. Then again, it’s yellow, so let the sun shine down!

Purple

With its regal bearing and refined air, purple is the ideal hue for fashion, beauty, and art lines. Nothing screams glamour like a modern high-fashion palette of purples - perfect to add an elegant touch. Sometimes seen as feminine, used correctly purple can work for many types of brands.

Pink

I’m sure everyone knows that pink is perceived as feminine. As the main color for a brand pink definitely sets a creative and youthful tone. When used as an accent or maybe a very strong hot pink, it can show playfulness or even strength — and willingness to be different. Pink is underused in my opinion!

Neutrals

Neutrals are underrated and can often be overlooked, but in reality, they are essential building blocks of any strong brand. Neutrals are generally defined as black, white, ivory, silver, tan, gold, and beige. White represents purity and new beginnings but is also a clean modern staple. Black can be serious, sophisticated, and chic. All neutrals serve a necessary purpose.

Black & White

Using black and white shows the power of simplicity and contrast. Black and white is a classic combo that never goes out of style. They're often used together to create a sense of simplicity and contrast. Brands like Nike, Apple, and Chanel use black and white in their branding to convey a sense of sophistication and timelessness. Black and white can also be used to promote a sense of professionalism and seriousness.

Gray

Finally, one of my favorite colors! Do I use it in my brand? Not really. Do I wear it all the time? Yes. Gray is neutral, strong, and steady. It’s the perfect blank canvas. I tend to pair it with a vibrant color like chartreuse, but it looks great with almost any bold and bright color. Matched up with a sophisticated shade of blue, we can achieve an atmosphere of stability and timelessness — so reliable you'd swear by it! It's no wonder this timeless shade has been my favorite for so long!

I hope these color guidelines help when choosing your own brand colors. Color is so personal and often about feelings There is so much more involved with selecting a palette, but this is a start.

Have fun with it and take the time you need to see if the colors feel right for your brand. I may never be done adjusting mine!