How to create the perfect color palette
Are you choosing the right colors for your brand? Creating a color palette is not an easy task you want to make sure you’re choosing the right colors that will attract your ideal audience and connect with your brand. The psychology of color in branding plays a powerful role for your business.
Do you know the meaning behind the colors you’re choosing? If not let’s take a look at some common meanings for certain colors in the Color Wheel.
Red is often seen as a very powerful color. It often symbolizes strength and confidence since it’s a highly visible color. From research that has been done in, seeing the color red activates your pituitary gland which increases your heart rate and causes you to breathe more quickly. As you can see from this response red is also seen as an aggressive, energetic, provocative, dangerous and attention grabbing.
Orange represents creativity, enthusiasm, joy and youth. Gold, which can be a type of orange or yellow depending on its hue, symbolizes luxury and top quality. Research shows that lighter shades of orange appeals to an upscale market, while peach tones work well for the healthcare, restaurant and beauty industries as read on Entrepreneur.
Yellow is great for attracting attention, but you have to be very careful with yellow because it can be visually disturbing and difficult to see. Have you ever seen a yellow background on white text or vice versa? It’s not easy on the eyes. 🙅🏻♀️ Because yellow is associated with the sun, it represents optimism, positivity, light and warmth. Certain shades of yellow can be motivating and provoke energy. The human eye sees bright yellows before any other color on the Color Wheel which makes bright yellow a good option for purchase displays.
Green can represent different meanings depending on the tints or shades. For example, many brands that want to represent a natural, healthy, sustainable, organic and environmentally friendly, often use the color green. Lighter greens generally evoke the feeling of calmness, serenity and health. Darker shades of green are associated with wealth or prestige.
Blue is a very versatile color. It’s generally used to communicate trust, security and stability which makes sense why it’s used by many banks and financial institutions. Dark or navy blue is a popular choice for corporate companies since it has a serious, conservative and professional feel. Blue is also perceived to be a serene and generally well-liked color because it is associated with the sky and the ocean.
Dark shades of purple symbolize luxury, royalty and wealth. Generally, purple also evokes mystery and spirituality. Lighter and brighter shades of purple have a feminine feel, which has the power of evoking nostalgia and sentimentality.
The color pink can vary depending on the shade. You have hot pink that can convey energy, excitement and youthfulness. Hot pinks are recommended to attract younger individuals. Lighter pinks tend to give off a more romantic and gentle vibe.
Black is so commonly used nowadays it’s such a classic color. Although, depending on its context, it can communicate a particular meaning. Black represents seriousness, power and authority. It also evokes drama and sophistication. While black can generally work well for expensive products, it can also be overpowering and heavy if it’s overused.
The color white portrays simplicity, innocence and goodness. Designers who want a minimalist & clean aesthetic frequently use a lot of white in their designs. White can also symbolize purity and cleanliness, which is why it’s often used with baby and health-related products.
Now that you know the meaning behind some of the most common colors on the Color Wheel you can start devising a color palette. Make sure you know who you’re trying to target, it’s extremely important to know your audience before crafting a color palette. As you read above, each color gives off a relatively different vibe.
Some of my favorite platforms to use when I’m creating a color palette are:
This is a really cool platform because it allows you to get an idea of different color palettes that inspire you. It’s great if you have an idea of the tone you’re trying to put forth for your audience because you are able to search by color. It will then show you a different selection of premade color palettes with all of the color codes included! It’s such a great tool.
Who doesn’t love Pinterest?! From design inspiration to creating the perfect color palette! I ask my clients to create a secret Pinterest board and gather no more than 10 images that reflect the style and feel they want their brand to reflect.
Coolors is such a great tool to use when creating a color palette. I will usually take one of the photos that my client has added to their secret Pinterest board and drop it into Coolors. One there Coolors will generate a color palette depending on the colors it picked up from the photos. I will then play around with the colors until I am satisfied with the color palette. I love Coolors because it allows you to change the Hue, Saturation, and Brightness. It also allows you to rearrange the colors to your liking.
There you have it! Have fun creating the perfect color palette!