How to Choose and Use Your Brand Color

If you are planning to rebrand your business or to launch a new business and you are wondering how you are supposed to pick the best brand color that will represent your brand identity, then here is how you should pick the perfect brand colors.

1. Identify your Brand Personality

You should start by identifying the adjectives that describe your business. Focus on the things that are unique from your competitors.

If you are a startup, you should get your colleagues to take a look at a list of brand personality traits, pick out the ones that best describe your business to, and supplement it with a bit of background research.

• Research competitor brands within your niche
• Identify the key qualities that are different from your competitors
• Use the key qualities to figure out the brand vision that’s going to speak to your brand’s target audience

At the end of this process, you should have a list of at least 3-5 adjectives that describe your brand.

2. Choose a Color Based on the Brand’s Personality Traits

Color psychology can help us understand the personality traits that people generally associate with common colors. According to color psychology, cool colors tend to evoke feelings of trust, loyalty, and stability, while warm colors are more evocative of energy, excitement, and positivity.

It’s important to note that these color associations are highly dependent on context, personal experience, and culture, among many other things. But they’re a great jumping-off point for picking your core brand color.

Here are some common brand color meanings:

• Red– Power, Strength, love passion, energy excitement.
• Orange/ Yellow– Creativity, confidence, friendly
• Green– Nature, health, wealth, freshness, growth
• Black– Power, prestige, value, timelessness
• White– Clean, Pure, sincere, healthy
• Blue– Loyalty, Trust, Security, Stability

3. Choose a Formula to Build Your Brand Color

After you have your brand color picked out, you can now start building a color scheme that’s unique.

• Use 1 core color (plus a few neutral shades) for example Netflix and Spotify, each has a bright and dominant color.
• Use 2-3 variations on your core brand color as seen in PayPal and MasterCard.
• Add a contrasting accent color that will make your brand color pop.
• Balance out your core color with 3-4 equally vibrant hues as seen in brands like Google and Slack

How to Use Brand Colors

1. Apply your color frequently and consistently across all of your marketing collateral.
2. Use your core brand color as a design accent. Here is how it should work
3. 10% of the design should be your core color
4. 30% of the design should be your secondary color
5. 60% of your design should be a neutral color
6. Build your design around the core brand color
7. Add your brand with a Brand Kit that allows you to save the brand’s color palettes, logos, and fonts so as to have quick access to them.

Having a distinct brand identity is crucial for the success of your brand. So spend a little time, get to know your brand personality, and pick the brand colors that reflect your brand’s unique identity.