Updated: May 11
Having been a graphic designer & brand builder for over 20 years now, one thing I have learned is the importance of color. It is easy to want to choose a color because it is a color we like or to think that colors don’t mean anything. Wrong! Color is one the most important choices you can make for your brand. Every color has meaning, and color along with visuals, are the things we remember most. Choosing a color needs to be intentional and you need to reinforce your brand color in everything you do to build that much needed brand equity.
Here are my 3 tips on how to choose a color for your brand.
1. Understand basic color theory & meaning of color. Does the meaning support your brand’s personality and/or your point of difference?
2. Be smart how and where you use your color. Don’t just flood it as a background where it can easily be dismissed and don’t use it as bullets in your copy. These are not meaningful. Use it to draw attention to your key messages, that way color & key messages can be associated together.
3. Road test your color out before deciding. See it in both large & small applications. On dark background & light backgrounds. Make sure the same color, looks the same whether it is on the web or on a printed piece. 3 different reds are not going to be remembered, but the same red used 3 times will.
The Brand Evaluator is supported by a collective of independent brand builders – Michelle Thompson, BrandSpark Design LLC and Christine Sech, Brave Oak Brand Building LLC. We work with emerging businesses and the investors who support them to clearly and meaningfully convey an organization’s value through brand building strategy, design and content that drives results.