Finding the right color palette for your brand, written by Hire Henri Creative In Chicago Illinois

Color Selection: In with the Hue

Out with the old, in with the hue. How your brand colors can influence a viewer?

Selecting colors for your brand can be a challenge. From the brightest of yellow and red to the dullness of brown and grey, each color evokes emotion. Understanding the emotions behind color can help you communicate a powerful brand message. Have you considered which colors should represent your brand?

A successful color palette starts with how well you know your target audience. If you are creating a product or service for ages 12-16, your color selection may be bright and vibrant to be age appropriate and represent the energy of your target audience. On the opposite end, if you are opening a spa, you will want to stick with colors that are relaxing and serene such as blue and turquoise. See what I did here? Each of these colors represent an emotion that can be paired with the characteristics of your target audience.

All colors fit into three categories: cool, warm and neutral.


So how do you choose your brand colors?

First, think of a few emotions that you want your client to feel when they experience your product or service. Use the above guide and do the following exercise:

Select three words that describe your business
Then select two (different) words
Then one word

Take some time to observe your industry and answer the following questions:

  1. Do your brand colors make sense in your industry?

  2. What colors do your immediate competitors use in their branding? This color may show you the standard within the industry or encourage you to use an entirely different color to distinguish your brand.

  3. How will customers respond to my brand colors? How does it make them feel?

  4. Are the colors selected appropriately for my target audience?

Pair the words selected with the colors they represent. With each color, selected one (1) as the primary color and the one (1) to three (3) additional colors that compliment the primary color for your brand. Present these colors to your graphic designer with any research you may have to explain your selections.

If you are unsuccessful in selecting a color palette, no worries your graphic designer can assist during the design process to help balance your branding.