Colour plays an important role in your brand. Colour can affect how your brand is perceived and how it makes people feel. Do the colours of a package make us choose one brand over another? Does the colour of an icon make us more likely to click on it? The short answer is yes. Colour can help you attract and connect to your Ideal Client in so many ways.
4 Common Colour Mistakes
When creating your visual branding, it’s easy to make these colour mistakes:
- Using your favourite colours, that may not relate your your brand or purpose.
- Using colours that set the wrong tone for your brand.
- Not using set colours across your entire brand.
Choosing the right colours can be the difference between your brand standing out from the crowd – or blending in. By using the right colours for your branding, you can get your Ideal Client to perceive you the way to want them to. That being said, do want to have colours that you don’t like or make you quickly tire of your brand, so you do need to love them yourself. However, a lot of thought needs to go into the choices you make beyond what your currently vibing with.
Things to Consider When Choosing Colours
You are not your audience.
While your favourite colour might be fuscia, this colour may not translate to your brand and turn off your Ideal Clients. You need to focus on who your Ideal Client is, and how you want them to feel when they come across your brand. Think about the emotions you want them to feel and why they need you. If they need you for creativity or excitement, what colours spark excitement and creativity? If they need you to bring calm and serenity into their life what colours would make them feel this?
Think about your brand’s purpose and mission.
What positioning and perception do you want to create? Are you a wedding photographer who creates soft, romantic images? Or are you an eco friendly business, creating products and services to help the earth?Each one of these brands has a different mission and evokes different emotions. Where the wedding photographer may use soft pinks to emote romance and charm, the eco brand may use greens and browns to represent nature.
Be consistent.
Your website uses blue, green, and yellow; your social media is pink and white. When your Ideal Clients visits you across all platforms they need to know that it’s the same brand they’re viewing, otherwise it just gets confusing. A general rule is to have no more than 6 brand colours and stick to them. Think about your logo, your images and graphics, patterns and photography, and also choose a dark or neutral colour for body text. You may need to cut back or add more in order to create balance. Typically at least one bold or dark colour, one lighter colour and a neutral will be needed to cover all bases.
Love them yourself.
Even though you want your colours to reflect your brands purpose and mission while appealing to your Ideal Client, you need to love them too! You need to pick something you are happy with for the long haul and not want to change them every six months. This creates brand consistency and helps your brand to become more recognizable.
So when choosing the colour palette for your brand remember you need to appeal to your audience while reflecting your brands mission and purpose, and be consistent all while loving what you have created!
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