Color selection is a key to create a strong brand identity. Branding separates a certain company to the rest of the companies in the same industry. It is an expression of your company that connects you to your consumers and clients. A brand can tell the personality of a company, its goals, its message, its principles and its mission. All these things rely on the choice of color for your brand when you use it on advertising, on logos, on websites and many others. Colors incite different emotions and responses from clients. Hence, it is really very important for you to know what color to use for your company.

Every color has different meaning and various associations. It evokes different emotions which is very vital to effectively represent your brand identity. Your color could also draw and inspire clients. So, how do you choose the right color to represent your brand? We have here some tips to aid you in choosing colors for your company for an effective brand identity. Take a look.

1. Choose a color that best describes your brand’s personality.

Choose a color that best describes your brand’s personality
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It should be able to tell them who you are with just one look at your color. They will also know if your business is high in energy, serious, complex, fun and others. Let the color stand on its own in conveying a personality to the audience.

2. Know color psychology.

Deny being creative
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To be sure that you will communicate the right message, you need to have a good knowledge on the meaning of colors. Financial institutions use blue for it shows trustworthiness. Social media sites also use blue for it shows friendliness. Companies for female use pink. Green is chosen by those who would like to communicate the idea of prosperity, money, and environmentalism. There are lots of things you need to know about color psychology. Choose the right one for your brand.

3. Choose a color that gives a positive meaning.

Choose a color that gives a positive meaning
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It is important that the color you choose gives a positive impact to your industry. Make sure it is appropriate for the products and services you offer. Remember that color psychology is important for it can easily tell the viewers and consumers what you are trying to say about your company. Using red for a flower company could give a positive meaning for it is associated with red roses but using black for a toy company won’t give a positive impact for it won’t directly attract kids.

4. Let if reflect the right emotion.

Let if reflect the right emotion
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Tell your clients the kind of experience they would get if they work with you. If your company is high in energy, you can choose lively and bright colors like orange, yellow and red. Every color shows a different emotion. You need to choose the right one in order to avoid misrepresentation. If you are engaged in a bit complex business, opt for colors like maroon. Choose the right accents, too.

5. Know what your competitors use.

Know what your competitors use
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Your competitors are always important for they could be a good basis in order for you to choose a color that would shine through the rest of them. But of course, your colour should fit in the industry you have even if you look at competitors. It should fit your brand’s personality. Choose a color opposite to that of your competitors. If they are using red, use blue. If they are using yellow, use purple. This way, you can separate yourself from the competitors.

6. Know the impact of colors to consumers.

Know the impact of colors to consumers

Most consumers look at color in choosing a brand and their decisions are also based in color. Aside from having different meanings, color also conveys different actions. Red means urgent. Sale signs and free signs are red in color to tell the consumers that it is urgent and it is only free and cheaper that moment. Orange invites the people to do some action. Every type of buyer could be attracted to a different color. Impulse buyers are attracted to orange, black and royal blue. More frugal buyers see navy and teal to be appealing. Traditional consumers are drawn to pink, sky blue and rose.

7. Consider cultural interpretations.

Consider cultural interpretations
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Every country and culture has different interpretation of colors. Wherever you are, you have to be aware of this so that you will be successful in your business. Make sure that the color you choose will give the right impression for your target market.

8. Remember that you are not limited to one color.

Remember that you are not limited to one color
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It doesn’t mean that you only choose one color for your company in order to have a good brand identity. You can actually combine different colors to deliver a stronger message to the audience. Like eBay, it uses different colors to represent variety. You should not limit yourself in choosing colors but always consider the points mentioned above.

9. Let the colors match.

Let the colors match
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Avoid color mismatch for it is distracting to the eyes of the consumers. They would not be attracted to mismatched colors for your brand and would easily drop it. So, choose colors that complement each other for it is more attractive to clients. Always make sure that your color looks pleasant in the eyes of your audience.

10. Choose contrasting colors.

Choose contrasting colors
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Contrasting colors can help you save money for it gives you a limited color palette. You can use colors in your logo that contrast each other. It would still look attractive even if you use fewer colors. This is the time when design plays its role.

It’s Your Turn Now

Colors in brand identity are indeed vital for it contributes to your company’s visibility and credibility. Whether you use these colors online or for printed materials, it can still affect the response of the clients. As a designer, you have to know which color to use for your designs in order for it to be successful. This way, your clients will be happy and satisfied that you did not just make a design but also contributed to the success of their brand. Now, it is your turn to speak. Tell us what you think of this article. We would be glad to hear from you.

Kareen Liez

About the author: A Civil Engineer who has a construction business and a youth volunteer for a civic organization. She also contributes for a local newspaper due to her unwavering passion to write.


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