Color is everywhere. And it plays a huge role in how your brand visually communicates its message and personality. According to this study, individuals make their minds up about people, products, and/or brands within 90 seconds. And 62-90% of that assessment is made based on color alone. So, it’s not only important to select a color palette that aligns with your brand’s personality but one that will also resonate with your audience.

Exploring Color Theory

Every color has the power to communicate a message and evoke a certain response. The trick is in picking colors that fit the brand. How a customer perceives the appropriateness of the color will largely influence their behavior. So it’s important to know if the colors you’ve selected properly communicate your brand’s message.

While there are some color effects that are thought to have a universal meaning, a person’s response to a color depends heavily on their personal experiences. Rather than relying solely on stereotypical color associations, it’s important to focus in on the type of feeling and/or image you want your brand to create.

Photo Credit:
The logo company


Things to consider when selecting a color palette:

  1. The personality of your brand.
  2. The brand’s message. For instance, if you’re selling baby powder, something fresh, soft, and intended for use in sensitive areas, you wouldn’t want to use a harsh color like red.
  3. Where is the family of colors going to live? A color palette that works on stationary may not translate well on a digital platform.
  4. Are the colors versatile? Do the colors allow for variations while still staying true to the brand?

color theory

Powell & Partners: Refreshed

Our brand colors were gold, blue, and red for many years. We eventually dropped the red, leaving the brand message entirely up to the blue and gold. But with our rebranding, we established a totally new color palette to better reflect the agency in its current state.

After Meigan came in as a partner, she and John started discussing how they would like to see the brand together. As they moved forward with their partnership, they had several open discussions about which colors they both felt best reflected the agency.

They agreed on red and black. Meigan personally feels that one bold color speaks louder than several bold colors together. She prefers a more subdued punch of power. John jokes that maybe he likes the various bold colors because of his type A personality. But regardless, the new color palette offers a nice blend of each partner’s preferences while also perfectly reflecting the brand as a whole.

Be sure to come back next week as we continue our series on branding with a conversation about logos!