It is not the form that dictates the color, but the color that brings out the form.
- Hans Hofmann
Colors play such a huge role in our lives. Imagine how you’d feel right now if you walked in a house that’s all white. Take a minute and think about it. Personally, I’d be afraid to walk through it cause who knows what I've stepped on today! But others might get a sense of peace, tranquillity and love. Then we have those who would just associate it with a hospital because that is what their minds are accustomed to.
So now, let's keep that in mind and switch it to your branding. What would you want your potential customer to feel when they walk into your house? Do they feel happy, sad, excited, confused, calm or taken care of? This is what you need to keep in mind when you choose your brand colours. You want to attract the right people to you, not everyone!
| Importance of colours in branding
Color can be used to identify you in a sea full of similar product or service providers. Take Coca-cola as an example or Starbucks. There are literally thousands of companies that offer exactly the same thing as them but they have managed to capture the awareness of their customers through their colours. Immediately when I see a green coffee cup or a green logo on a cup then I associate it with Starbucks. No questions asked. And it's a good thing because other brands can’t compete with you.
| Color trends for men and women
Another thing to keep in mind is who is your target audience? Are they men or women? Maybe a mixture of both. So what you have to do is make sure that the colours you choose resonate with your ideal client. Let's imagine that you offer upscale babysitting/nanny services for toddlers and babies. You’re very good at what you do. Even got certified employees in your business.
I’m a mom who needs someone to keep my kids for a few hours because I have an important task that needs my full attention during the weekend. I go online and start searching. Maybe I find an ad that you did or a promotion that peeked my interest and I decide to visit your website and see what you have to offer. I go to your website and freeze! Why? Because your website resembles something only Kat Von D would create. It’s dark with heavy fonts and not at all what a mom would expect to find when it regards children.
You need to really hone in on who your ideal client is and what they like and dislike in order to attract them to you while repelling the people who won’t boost your business. Same goes for services catered to men. You might have a few lighter colours here and there but you need to identify the colours that men prefer over others and use those.
| Color meanings through psychology
Once you’ve narrowed down which colours your ideal client would like, you need to know what those colours mean in a more psychological way. The whole point here is finding that group of colours that will not only let you stand out in a crowd but resonate deeply with your audience.
Also maybe you’re a personal brand. You're the face of your business. What you can do is ask yourself why are these people following me? What emotions do I want to evoke in them as a personal brand? Am I girly? In your face? Introverted? Minimal? All these things apply when it comes to choosing your brand colours.
A great tool you can use is Cymbolism. This site allows you to connect words to colours. People can vote on which colour they associate the most with to a specific word and It shows you the most voted colours choice by percentages. It's a great starting point for people who know what emotion they want to evoke but haven't realized which colours would go with it.
| How to choose your brand colors
Let's break it down so that it’s easier for you to find the right colours for your brand. There are a few things you need to consider.
Know your biggest competitors colours. You do not want to compete in that arena.
Know your brand's personality. Who is your brand? What does he/she like and dislike?
Know the colours that would suit your product or service and which colours won't.
Know your ideal client.
Four steps. Some easier than others but all can be done if you can tackle each step with laser focus.
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