How Your Color Choices Influence Your Branding

Much like the fonts you choose for your branding, color also plays a large role in supporting your brand’s identity.

After all, colors are one of the first impressions any viewer will have of your brand. Colors create a vibrant, visual experience and have the power to attract attention, affect our emotions, and even subconsciously influence our actions.

Needless to say that in order for a business to garner success, a lot of thought must be put into finding that perfect color palette.

Sound daunting? Don’t worry. We’re here to help!

Color Theory Basics

There are 4 main types of color palettes/schemes:

1) Monochromatic
Def: “containing or using only one color”
Monochromatic color palettes are derived from a single base color (also known as “hue”) which is then extended using different shades, tones and tints of a single hue.

2) Analogous
Def: “comparable in certain respects”
Analogous color palettes are created by using colors that are next to each other on the color wheel (such as red, orange, and yellow). Analogous color palettes are similar to monochromatic in the sense that there isn’t much variation in hues.

3) Complementary
Def: “combining in such a way as to enhance or emphasize the qualities of another”

Complementary color palettes utilize colors that are on opposite ends of the color wheel (i.e. red and green, blue and orange, etc.). Complementary palettes often create great contrast.

4) Triadic
Def: “relating to or comprising a set of three related things”
Like the name implies, a triadic color palette is composed of three colors evenly spaced on the color wheel (such as blue, red and yellow). This method creates a more diverse palette than the other three schemes mentioned and often requires more planning and experimentation.

Tips to Get Started

The color wheel is your best friend. Pick the base/dominant color that you want to use, and experiment with the different schemes and palettes discussed above.

Want some helpful visual resources? Check out these links:

Or if you have Adobe Illustrator, they have a built in color guide feature (which is super handy!). All of these resources are platforms for color inspiration and can help in the search for your own palette!