Picking The Right Color Scheme So Your Visual Identity Represents Your Brand

Did you know that 85% of consumer purchasing decisions are influenced by color? Memorable colors can boost your brand’s recognition by up to 80%. That’s the power of color psychology in action. Choosing the right color scheme for your brand identity goes beyond pure aesthetics. It’s about letting your visual identity reflect the messaging and emotions of your audience. Plus, color is one of the first things people will remember about your brand.

To prove a point, let’s play a little game. Close your eyes for a second, and I’m going to say a color or a group of colors. Then you’ll say the first brand you think of. 

Are you ready? 

Okay I know I can’t ask you, but I played this game with ChatGPT to see what it had to say about it. Here are the results:

• Red…Coca-Cola! 🥤🎅
• Orange…Nickelodeon! 📺🟧
• Red and yellow…McDonald’s! 🍟🍔
• Green…Starbucks! ☕🌿
• Blue and yellow…IKEA! 🛋️🔧
• Blue…Facebook! 📘💬
• Purple…Cadbury! 🍫👑

Did any of these match your first instincts? Chances are, some of them were a perfect match. The point is that color is memorable, so pick colors that help you stand out!

The Psychology of Color

Color psychology is how colors convey meaning and affect behavior, mood, and stress levels. Here are some commonly attributed meanings for colors:

• Red: Bold, direct, adventurous, passionate, energetic, loving, aggressive
• Pink: Soft, romantic, feminine, nurturing
• Orange: Warm, enthusiastic, joyful, confident, friendly, perceptive
• Yellow:  Optimistic, clear, warm, energetic, happy
• Green: Growing, healthy, tranquil, fresh, balanced, peaceful, serene, accommodating
• Blue: Trustworthy, professional, calm, wise, peaceful, dependable, practical, direct
• Purple: Creative, luxurious, wise, royal, powerful, noble, glamorous, expressive, emotive
• Black: Sophisticated, powerful, elegant, mysterious, strong, mournful, deadly
• Gray: Powerful, mysterious, provocative, neutral, subtle
• White: Pure, simple, clear, balanced, clean, innocent

HOWEVER, color psychology is highly situational and depends on the person or audience you’re trying to reach. For instance, colors have different meanings for different cultures. Being mindful of these cultural nuances in your color choices demonstrates respect and consideration for your diverse audience. 

One perfect example is how the meaning of the color red varies across cultures. In the USA, we often associate red with love, passion, and danger, seeing red used for Valentine’s Day as much as it’s used in slasher and horror films. But, in Chinese culture, red symbolizes luck, joy, and prosperity. In South Africa, it is often worn at funerals because of its association with mourning and death. In nearly a complete 180-degree shift, brides in India wear red to their weddings to represent purity, fertility, and bliss. 

Different industries also associate meaning with colors. Tech brands use blues and grays to convey a sense of trust and sophistication. For health and wellness, use blues and greens for tranquility and growth. 

Here are some popular brands and the meanings behind their colors:

• Coca-Cola: Bold red for energy and excitement.
• Apple: Sleek silver and white for sophistication and simplicity.
• Starbucks: Rich green for growth and sustainability.

Beyond cultural and industrial contexts, personal preference will always play a factor.

The Contrast Code

Picking colors isn’t just about how the colors make your audience feel; they also have to look good together as a color scheme and read well regardless of context. Here are a few things we think you need to know when picking your color scheme:

Where will your color scheme be used? 

You need to know or decide if your marketing materials are primarily digital or print. 

Digital screens vary and can make colors appear more vibrant or just plain different depending on the device (as I’ve learned the hard way with the dual monitor setup that I’ve been trying to color sync for ages). UX design plays into digital screens and should also impact your color choices. We like to test our color schemes across multiple devices to mediate any issues that might arise. 

Print materials also come with a whole slew of issues. Different printing techniques and qualities can yield different results. We like to use CMYK color codes to make the colors look more accurate across printing techniques, but sometimes that can be tricky to translate to the RGB color code more common in digital applications. 

Is there enough contrast or difference between the colors? 

Contrast is essential for the readability and user experience of your color scheme. Having high-contrast options will not only look better but also improve accessibility. You want your designs to look great, so contrasting colors will make them pop! We like to test our colors using a contrast checker like this one from Coolors.

Differentiation is just as important as contrast. Your primary palette of colors should stand out from one another. Try using a color wheel to pick out complementary colors colors. This will ensure that each color in your palette serves a unique purpose and contributes to the overall harmony of your design.

A bonus benefit of a balanced color palette is increased legibility for your audience members with color blindness or reduced vision. 

Finding Inspiration

Making a color palette for your brand isn’t as simple as thinking about the color meaning and picking out contrasting colors. And it certainly isn’t choosing the CEO’s favorite color. I mean, it can be if you want, but if you want your brand to really stand out and say something, you’ll want to find an inspiration to match your overall vibe.

One method we like to use is finding a cinematic photo that captures the mood and essence of your brand. Then, using an eyedropper tool, select the main colors and adjust them as needed. For example, you might find a calm beach scene to inspire a palette of soft blues, beiges, and warm oranges to convey a soft, serene, calming brand identity.

You can also create mood boards of images, colors, and designs that resonate with your brand’s identity and then pull colors from various photos and inspirations to make a palette. 

Perfecting your Color Scheme

Once you’ve found inspiration for your brand’s color palette and considered the color’s meaning and overall vibe, your color scheme is by no means done. You’ll need to tweak and test your palette for contrast, accessibility, and simply whether or not it actually looks good in practice. 

Try leveraging online color palette generators and color theory websites like Adobe Color, Coolors, and Color Hunt. 

Don’t be afraid to get feedback on your color scheme and experiment. Use small focus groups to gather opinions about how the colors come across, or try A/B testing on digital ads or landing pages to see which performs better. 

Need Help Acing Your Visual Identity?

Picking the right color scheme for your brand isn’t as simple as throwing something at the wall and seeing what sticks—it greatly impacts your brand’s perception and success. Make sure to choose colors that not only align with your brand’s message but also inspire your audience to remember it. 

If you’re looking to craft a compelling color scheme for your brand, check out our brand identity services. Our team is here to help you develop a vibrant brand identity that stands out from the competition. Contact us today!