“Color is a power which directly influences the soul.”
– Wassily Kandinsky
Although Kandinsky may have been speaking about fine art, his wise words are true for those of us creating a branding masterpiece for our business. One of the most important elements of your brand is color. Not just any color, however, but color that directly influences your target audience.
Why Color Is Important to Your Brand
Take a second to consider some of the most well-known brands out there. When you think Coca-Cola, what color comes to mind? Red. What about Home Depot? Orange. These brands have mastered the art of brand color and it has greatly impacted their business.
Why? Because color inflicts emotion. And that emotion is what drives the connection between you and your audience. For example, warm colors such as orange and red often result in feelings of happiness and warmth. Cool colors such as blue and purple often result in feelings of health or relaxation.
How To Choose the Perfect Brand Colors
How do you want your audience to feel when they visit your website or see your logo? That emotion will help you decide which brand colors are best for your business.
- Define your brand’s personality: If you could define your business with three to four adjectives, what would they be? Lighthearted? Determined? How would your target audience define your business? Once you define your brand’s personality, you can use color psychology to pick a great base color.
- Check out the competition: Check out your competition to see what colors they use in their branding. Don’t copy. Instead, note how you feel when you see their branding. Notice what you like and what you don’t.
- Try and try again: Don’t be afraid to experiment with your brand color scheme. For example, try out one base color for a while and see how your audience responds. Then, try another color and note any changes, positive or negative.
When you’re just getting started, you’ll want to choose a main base color, an accent color and a nice neutral. This is especially helpful when designing your website. For example, your neutral is best for background color while your main base color is great for drawing attention to headlines and call-outs.
How To Use Your Brand Colors
You should use your brand colors anywhere your brand is represented. This includes incorporating your brand colors into your:
- Marketing materials
- Social media channels
The goal is for your target audience to be able to recognize your business as they scroll through Facebook, read your blog, sift through their email, etc. Only proper branding can make that happen.
Your Website Should Communicate Your Brand
Your website is the most important part of your online presence. If your website isn’t communicating your brand correctly, you won’t truly connect with your audience. We can help. To learn more about branding your website, send us a message.