One of the most important elements in brand design is the use of color. Color in branding helps to increase recognition for a company. Color can reflect a brand’s purpose as well as their personality. When combined with a simple but clever logo, you can create a unique brand that will be recognized for years to come. Here are some notes that can help when you’re choosing colors for your brand.
The meaning of color
The meaning of color can vary from person to person. For example, the color red can be associated with anger, violence, energy, passion, seduction or the symbol to stop. Red is among one of the most popular colors in the world and is highly used for branding. Take a moment to look at each color below and think to yourself, “what do I associate with this color?”
Color harmony is when you combine colors that work well with each other. Do you remember the color wheel in art class when you were younger? If so, you would remember that there are three categories based on the color wheel. (primary , secondary, and tertiary). There are various formulas that can be used to create color harmony.
Primary color: one of the three colors red, yellow, or blue which can be mixed together to make other colors.
Secondary color: a color (such as green, orange, or purple) that is formed by mixing two primary colors.
Tertiary color: a color produced by mixing two secondary colors.
Complimentary colors are any colors that are opposite of each other on the color wheel.
Analogous colors are three colors that are side by side on a 12 section color wheel.
Choose colors that relate to your company and will help your brand stand out from the crowd. Think about how these colors make you feel and what they will portray to your audience. It’s important to be aware of how colors work and why, but also know that there are no rules set in stone. Don’t be afraid to go with your gut.
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