The color palette that you ultimately choose for your business shouldn’t happen by chance.
There is a lot of psychology involved with the meanings of colors, so the right collection of swatches may make or break how a prospective client or customer perceives you when they come upon your website, scroll through your Instagram feed, hold your business card in their hand — and more.
At first glance, colors evoke certain emotions. Not only do you want your color palette to express the style, personality, voice and values of your brand, but you also want it to speak to and attract the right audience to whatever it is that you’re selling. In order to attract that ideal audience, consider using colors that will resonate with them.
First, think of colors within these two general categories:
Warm: red, orange, yellow
Cool: blue, green, purple
Next, think about what each color within those two categories means:
Red: excitement, anger, energy, heat, loud, meant to grab attention.
Blue: corporate, professional, cool, peaceful, serenity, calmness.
Green: health, fresh, nature, environmental, growth.
Purple: bold, unique, royal, power.
Orange: similar to red, but on less of an “alert” or “anger” scale. More bright, fun, hopeful and positive.
Yellow: similar to orange. Youthful, happy, positive, cheerful.
Next, think about how certain colors pair with others, by taking some inspiration from the good, old-fashioned color wheel!
Complementary: These are two colors that are fall opposite each other on the wheel, think blue-yellow and red-green.
Analogous: These are three colors that fall next to each other on the wheel, think blue/blue-green/green.
Triadic: These are three colors that are spaced out like a triangle on the wheel — think purple, orange and green.
Your color palette should be like a puzzle, where the pieces fit together just right. Consider the psychology behind each one that you’re using and let it help you to create a strong combination.