I'm not a fan of the phrase, "Ugh, these colors are not for real estate." I firmly believe there are no colors that are off limit; it's all about how they're used together. Crafting the perfect brand color palette can be overwhelming, so I start by asking my branding clients a few key questions to unearth the essence of their brand and determine their ideal color scheme.
THREE WORDS TO DEFINE YOUR BRAND
Describe your brand in three words. Is it timeless, energetic, romantic, calming, relaxed, upbeat, playful, serious, or sophisticated? These words can guide your color choices. For instance, a romantic brand might opt for deep reds, while a calming one might prefer light blues, and an energetic brand could gravitate towards vibrant oranges. Understanding color theory can be invaluable in this process.
PICKING YOUR PALETTE
TIMELESS TRUMPS TRENDY
In the business world, updates are inevitable. Opt for colors that transcend trends, ensuring your brand stays relevant across the years. Timeless colors require fewer updates, fostering stronger brand recognition. This recognition helps consumers quickly identify your product or brand, fostering trust and awareness.
STAYING IN SYNC
Select colors that mirror your brand’s values, mission, and industry. Your brand’s color palette should uniquely mirror your business and services. If you specialize in creating lively, celebratory events, dull or dark tones may not align well. Instead, bright, vibrant hues may better reflect your brand’s purpose.
While your brand should resonate with your audience, it should also mirror your own identity. Your brand’s colors should be something you genuinely appreciate and can resonate with. After all, your brand is a direct reflection of you.
Crafting an effective color palette for your brand involves a particular recipe. A successful brand color scheme usually comprises around five colors. This quantity offers versatility while ensuring consistency and easy brand recognition.
Start with 2 Main Colors
Begin by selecting two primary colors: a bold one and its complement. These form the foundation of your brand's recognition.
1. Bold Color: Opt for a vibrant, impactful color that resonates with your brand’s essence and goals. This color is your attention-grabber, used for crucial details and calls to action. It should be distinct and memorable.
2. Complementary Color: Choose a color that contrasts and complements your bold choice. Using the color wheel or tools like Adobe Color can help identify a suitable complementary shade.
Accent Neutral: Select a neutral shade that harmonizes with your bold and complementary colors. This hue adds balance and can serve as an accent color.
Dark Neutral: Choose a darker neutral shade that blends seamlessly with the rest of your palette. This color is primarily for paragraph text.
Light Neutral: Pick a light neutral shade that's perfect for backgrounds and supporting elements. It's not the star but adds depth to your palette.
Refining your brand's color palette to match its adjectives and values might seem daunting, but it's crucial. A robust brand color scheme significantly influences brand recognition and perception.