best brand color palette strategies
Vance Moore
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Catching an Audience’s Eye with a Brand Color Palette

Your platform’s aesthetic does more than make your content visually appealing. The brand’s color palette can determine whether your viewing audience connects emotionally with your business. As such, the color scheme you choose in the designing stage of your platform may profoundly affect your success.

With that much on the line, here’s how to select the palette you associate with your brand.

Outline Your Intentions

Every industry has standard themes that play into color theory. Businesses that operate with sustainability in mind migrate toward the use of greens and browns because these colors remind consumers of the environment. The healthcare industry varies between blues and greens, since blue projects an aura of calm and dependability.

While you shouldn’t play into your industry standards entirely – or else risk blending in with the crowd – you should be aware of the aesthetic triggers your industry has generated. Do your research. What color schemes are your competitors employing? It’s from the pre-existing market that you can generate your initial color scheme ideas.

Determine Your Platform’s Mood

From this point, you can begin to create your overall color palette. This palette should consist of six colors, on average, and set the mood for your online platform.

Start with one of your industry’s “base” colors. From there, think about the emotional impact you want consumers to come away from your platform having experienced. For a quick breakdown, consider that:

  • Yellow reflects positivity, happiness, and brightness
  • Blue evokes trust, dependability, and calm
  • Green inspires growth, healing, and a sense of peace
  • Purple evokes luxury, sophistication, and extravagance
  • Red reflects passion, aggression, and power
  • Orange is energetic and playful
  • Pink is romantic and evocative
  • Brown evokes simplicity and neutrality
  • Black issues authority and power

Don’t be afraid to play with saturation during this process. Lighter accent colors draw the eye from darker site elements, and you can use them to direct consumers’ attention around your platform.

Seeking Outside Assistance

Some standard tips for choosing the color palette of your platform include:

  • Avoid neon colors or palettes that cause eye strain.
  • Determine early on what colors you’ll use for header text and what colors will serve as your aesthetic base.
  • Research your color scheme and ensure that, even if it resembles that of another platform, that the architecture of your site doesn’t overlap with another.

If you still find yourself stuck, you can seek color palette inspiration from resources outside of your industry. Designinspiration.net supports an exploration of palettes based on your preferred primary tone. Adobe Color CC also guides you through “color rules” and enables you to create color palettes that you can return to later.

The consistent use of a familiar color palette can raise your brand recognition by 80 percent. Keep that audience appeal in mind while designing your platform, and you’ll see a notable, returning  increase in traffic once your site goes live.

Image attribution: sodawhiskey- stock.adobe.com

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