“Color is a power which directly influences the soul.”
For 2020, you may have heard, Pantone’s color of the year is Classic Blue, which is so disappointing. It’s the epitome of the boring corporate blue color that I’ve worked with for the past zillion years as a creative.
Color is such a subjective but powerful tool that can take your brand to the next level. Conversely, it can also disconnect you and make you irrelevant to your target audience. To give you an idea, let's take a look at a few examples of brands I've worked on.
"I Can Feel and Smell the Leather."
Furniture Werks is a furniture restoration company in Michigan City, Indiana with over 80 years in business. The furniture they restore has been in families for years, so we wanted to communicate through the color palette that the furniture pieces were extended family members. “Every piece has a story.” We created a palette that has an antique or traditional feel but was still compelling and sophisticated enough to capture our target audience. I selected warm browns inspired by the different wood colors and stains the pieces might have, pairing with greens that represent the logo color. The greens and browns worked well together to create a classic but modern feel. You know you’ve nailed the colors when your CEO says he can “feel and smell the leather.”
Simplifying A Range of Color Choices
Based in Valparaiso, Indiana, Provito matches great landlords with great renters, saving landlords turnover costs that are directed back to those excellent renters in the form of equity. Their target audience is young families and millennials that aren’t necessarily looking to buy a home, but want to start to build equity they can draw from in the future.
Provito already had a logo developed that used several colors. In this situation, it’s best to pull three to four colors or tints out of the logo to use in the branding. Otherwise, your website or marketing piece will look like a unicorn threw up on it. We selected three colors that were gender neutral and would communicate an upbeat fresh opportunity while being connected to the brand.
So How Do You Choose Colors For Your Brand?
Creating a brand color palette is not brain surgery, but it does take some thought and self-control. When choosing colors for your brand, here are three things to consider:
1. The most important factor to consider is the logo color or colors. You might want to start out with that one logo color and add two to three colors that balance and compliment your logo color.
2. Consider your target audience. Don’t select your living room colors, but put yourself in your audience’s mind. What would speak or appeal to them?
3. Look at what your competitors are doing. If your competitors are using blues and greens, you probably want to stay away from that palette so your brand can stand out more and be unique. A great example is T-Mobile -- their logo stands out by being bright pink in a sea of blue logos.
And, if all of this is still feeling foreign to you, feel free to knock on our door for some assistance. The last thing you want to hear is that quote from Indiana Jones and the Last Crusade, “He chose… poorly.”