What’s your favorite color? Have you ever thought about how much the answer actually reveals about you? If your favorite color is blue, you are probably an authentic, sympathetic person who is flexible and imaginative. If your favorite color is yellow, you are probably filled with joy and energy. In the same way that a favorite color reveals a personality, colors can also define a personality.
If you’re starting a new business or thinking about rebranding your existing company, it’s no secret that having a killer logo is key in imprinting your company’s brand into the memories of your target audience. The colors in the logo are just as important. Colors have a way of changing our perception on things, even if the thing itself doesn’t change. Think of it like this: If you were by yourself in a small room with all four walls painted deep red, you might feel uncomfortable; however, if the walls were light blue, you’d be more relaxed. Colors are powerful, and have the magical ability to influence emotion if they’re used with intent.
Here’s a breakdown on colors and what they mean:
Red is power and intensity. It also increases blood pressure.
Orange is enthusiasm and fascination.
Yellow is joy and intellect, but when overused, can have a negative effect.
Green is nature, trust, and calmness.
Blue is compassion and imagination.
Purple is royalty, wealth, but can also associate with wisdom and magic.
Black is elegant and formal, but is also grief.
White is safe and pure.
Of course, there’s endless combinations and hues in between. You can play around with different palettes and create new combos using online tools like Adobe Color. Try things out, and take a second to absorb how they make you feel when you first see them. A company’s color palette works the same way as a movie’s color palette. The Dark Knight by Christopher Nolan is dark and mysterious. Up by Disney Pixar is colorful and happy. Your company’s color palette should align with the type of service you’re providing as well as the feeling you want your customers to get while interacting with your business.
Once you’ve chosen a palette, it’s important that you stick to it. It’s easy for colors to get diluted over time if there’s not a set of standards that everyone can follow. Make sure you spend the time to define what colors belong in your palette, and how they’re to be used. You’ll want to specify hex codes, CMYK values, and maybe even Pantone colors. We wrote a guide explaining the types of color codes and what they mean to help you navigate some of the more technical aspects of screen and print colors.