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How To Choose Your Brand Colors the Easy Way

by Patrick Lillard
3 min read
A close-up of a Pantone color bridge guide being held by a designer with the deck opened up in the shape of a fan.

As a business owner or brand manager, you know that choosing the right colors for your brand is essential. But with so many options, it can take time to decide what will work best for your company. Luckily, there is an easy way to choose brand colors that will make your business look its best. Keep reading to learn more.

Look at the Colors You Already Have

The colors you have already established for your brand are a fantastic starting point for any design project. After all, why start somewhere nobody has ever been before when you’re creating something from scratch? Looking to your brand’s existing color palette can save you a lot of time and energy in finding the perfect tones for your visuals. On top of that, using a range of recognizable shades can also help strengthen consumer recognition of your brand identity as it continues to evolve. In other words: don’t reinvent the wheel – just take it around another lap!

What Feelings Do You Want Your Brand To Evoke

Your brand’s tone of voice is important in capturing an audience and establishing a solid presence. Knowing the type of feeling you want to evoke can be essential in communicating effectively with your target market. Whether your ultimate goal is to create a calming atmosphere or an energetic one, understanding how you want your brand to sound is key to connecting with others and achieving success. Crafting unique messaging that reflects your goals while ensuring accuracy and professionalism should always be top-of-mind but don’t forget to sprinkle in some wit as well!

Use Color Psychology

Color psychology studies have revealed that colors can dramatically impact branding and marketing. In fact, it’s widely known that every color projects its own unique message, so when it comes to choosing the right colors to speak to your target audience, you’ll want to take each individual color into consideration. While this might seem daunting at first, research will be your friend in this journey – finding out what colors compliment your brand’s personality and visually appeal to your target audience can yield big rewards. To ensure your color choices are sending the right message and successfully connecting with the people you’re targeting, use color psychology studies as your guiding principle!

Test Out Different Combinations

Once you’ve done all of the hard work, learning about color theory and narrowing down your color combinations for your brand, it’s time to test out different pairings and see what works best. Put your combos together like a color collage, comparing different versions side-by-side before deciding on the one that better reflects your brand identity. Be sure to view it in both digital and physical forms to be certain that it looks great everywhere you’re thinking of applying color. You know what they say: don’t just trust your eyes!

Don’t Be Afraid To Experiment

Trying new things can be intimidating, and the fear of the unknown can be tough to overcome. But when creating your ideal atmosphere and style, don’t let fear hold you back! Mixing up different components until you get your desired effect is part of the fun! Don’t be afraid to combine multiple elements in unusual ways – even if it goes against conventional wisdom. You never know where these experiments will take you and what awesome discoveries await around the corner.

Always Color Outside The Lines

Colors are a vital part of any brand identity and can be a great starting point when you’re designing or rebranding your business. Consider what kind of feeling you want your brand to evoke – calm or energetic, for example – and use color psychology to choose colors that appeal to your target audience. Once you’ve narrowed down your options, test out different combinations to see what looks best. And don’t be afraid to experiment and mix things up until you find the perfect combination! Need some help along the way? Workhorse Marketing has the experience you need to guide you in selecting the perfect colors that speak to your brand. Contact us today!

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