Wise entrepreneurs, business managers, and marketers understand that colours make a significant impact on the success of a brand. Because it’s true, colours are proven to contribute to sales conversions. As a matter of fact, research shows that a huge 85% of consumers base their purchasing decisions on colours.
Here are some other insightful statistics that support the influence of colours in consumer behaviour:
- Consistent use of the same colour increases brand recognition by 80%.
- 66% of consumers won’t buy something if they can’t get it in their preferred colour.
It’s safe to say that colour is a very powerful aspect of branding. And if you want it to accurately represent your brand and attract your ideal target market, you have to choose your palette wisely. This is why it’s important to understand the psychology of colours.
Psychology of Colours
Before we go to the step-by-step guide in building your colour palette, let’s go through at some common colour associations quickly. These will help you choose your brand colours later on.
- Blue: confidence and relatability
- Black: sophistication and strength
- White: purity and innocence
- Green: earthy and healthy
- Brown: ruggedness and harmony
- Yellow: happiness and youthfulness
- Orange: warmth and excitement
- Red: passion and power
- Pink: gentleness and sincerity
Head over to this link for a more in-depth discussion about the psychology of logo design.
How to Build Your Colour Palette
Now, let’s build your brand’s colour palette. Are you ready?
STEP 1: CHOOSE YOUR BRAND’S DOMINANT COLOUR.
In doing this, always go back to the essence of your brand. Having a clear understanding of who you are and what you do will help you pick the perfect primary colour. Ask yourself these questions:
- Your brand goals: Do you want your customers to feel happy? Hungry? Healthy?
- Your brand personality: Is your brand fun? Serious? Aspirational?
Also, make sure not to let your personal preferences get in the way of you choosing the right colour. Unless you are your ideal customer, it’s best practice to put yourself in the shoes of your target market.
STEP 2: CHOOSE YOUR ACCENT COLOUR.
Before choosing your accent colour, decide on the type of scheme or combination of colours you are going to use. There are 3 main types of colour schemes:
- Monochromatic: Same dominant colour, different shades
Example: Facebook (Shades of blue)
- Analogous: Colours that are next to each other on the colour wheel
Example: McDonald’s (Yellow and red)
- Complementary: Colours that are opposite each other on the colour wheel
Example: Pepsi (Blue and red)
Now, you can decide on your accent colour. Make sure to choose something that will work best for your call-to-action buttons and other accents on your media channels. And again, always go back to your brand essence.
STEP 3: CHOOSE A STANDARD COLOUR FOR YOUR TEXTS.
Planning on building a website? While you’re here, it pays to decide on a standard colour for your texts as well.
Consult with a Branding Expert
It’s a pretty fun task—choosing your brand’s colour palette. But always keep in mind that functionality is just as important as the aesthetic part of it.
Need help building your brand identity? Our designers and branding experts are willing to lend a hand. Schedule a FREE consultation with us today and let’s talk about the brand you’re building.