March 21, 2024

    Brand Identity: A Guide to Choosing and Using Brand Colors

    Increasing your brand awareness is vital to capturing the attention of your audience. Your company’s branding can enable you to create an identity for your business to help people recognize you right away. The color scheme of your logo and graphics can improve your brand recognition by 80%.

    Colors can convey important information about your business right away. Keep reading to learn how to choose and utilize the right colors for your organization when creating your brand.

    What Are Brand Colors?

    Brand colors are a palette consisting of five to ten colors. These colors represent a commercial company. These colors can be used in the following places:

    • Website color scheme
    • Logo
    • Business card design
    • Digital graphics
    • Brochure
    • Flyer
    • Catalog
    • Social media channels
    • Marketing print materials

    Businesses that have brick-and-mortar locations can also incorporate these colors into various aspects, including staff uniforms and packaging.

    Establish Your Business Brand

    The colors you select should reflect your brand identity. Your color palette should align with the items below:

    • Storytelling
    • Messaging
    • Values

    One of our top branding strategies is to create a list of adjectives that describe your business’s personality and character. Evaluate how you want your business to stand apart from your competition and be perceived.

    Research Color Meanings

    You might not consider researching the meanings of colors to be part of growing your business, but it’s important. People associate different things with colors, such as the following:

    • Red: Passion, love, and fire
    • Orange: Energetic and vibrant
    • Yellow: Happiness and courage
    • Green: Growth and new beginnings
    • Blue: Calmness and sadness
    • Purple: Royalty and creativity
    • Black: Formality, mystery, and elegance
    • White: Virtue and cleanliness

    You’ll want to consider what various color pairings convey as well. Certain color trends are associated with specific industries.

    For example, businesses in the food industry often choose warm colors. Colors on that side of the color wheel tend to evoke the appetite.

    Pick a Primary Color

    Your business needs to have a single core color that your brand is built around. Consider the blue that people associate with Tiffany & Co.®, the jewelry brand. That particular hue goes hand in hand with the company.

    Choose one color that embodies your company based on the color meanings we discussed. You can look at different tints and shades of that color to find the right one.

    Explore Secondary Colors

    Select two to four secondary colors that go with your primary one. These colors should complement your primary color.

    You’ll also want to select neutral colors that can go along with your bright shades. These colors will be in the background of most of your assets.

    Follow Our Tips for Choosing Colors for Your Business’s Brand

    Your business must have consistent branding across your digital channels and in any printing you have done. Improve your brand recognition and increase your customer base by picking the right colors to include in your branding.

    If you’re looking for a print services company that can help you with your print production needs, look no further than Auctus Graphics. We can assist you with a wide range of projects, including offset printing for large format jobs. Head over to our services and logistics page to learn more about our services and reach out to us to request a design consultation.