Colors form an integral part of the world we live in. And more often than not, colors can also validate our feelings, emotions, and even taste! They can have a major influence on people’s purchase decisions. Most brands associate themselves with one or more colors; organizations have embraced color psychology as a major driver in their branding strategy. It’s because certain colors carry associations with objects and draw people towards themselves which they tend to feel them. That’s why brand design services also keep colors in their mind while designing a great brand for them.
Designers need to pay detailed attention to the colors they choose while designing a brand. Colour creates contrast, hierarchy, balance & rhythm. Choosing the right color palette is really important as it not only creates interest but also creates an emotional or subconscious connection with the people.
Research shows that 85% of the decision made by users towards choosing a product was because of colors only. Colors carry emotional value. Each color emotes different feelings and perceptions. For instance:
Also, Read | Understanding The Basics Of Color Theory
Now, let us understand the different sets of color principles that make the designer’s life easier. We can look up to the nature of the product when it comes to choosing colors. Also, before going overboard to look for inspiration, first understand the basics of the color wheel. Follow color theory 101 for the diverse ways to pick color sets that work together. It is possible to pick the combination ranging from those that are easy to use till difficult to use. Let’s understand this further below:
As the name suggests, these colors are adjacent to each other in the color wheel. They complement each other perfectly. For brands that are trying to communicate reliability and a sense of balance, this color scheme works best. It’s like the color blue says ‘you are beautiful’ to the color orange, which complements its attributes, and vice versa.
These colors share the hues and tones of a base color. Using the shades of the same color creates harmony and natural sync. Monochromatic color sets are easy to remember. It’s because users can associate these shades with one another and still can remember what brand or product it is.
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The word analogous means ‘comparable’. Analogous colors refer to the set of colors on the color wheel that are immediately adjacent, i.e. three colors left or right from one of your choosing. As a set, we consider these four colors as analogous colors. We prefer analogous colors when there is a need to create a sense of harmony and contentment for brand design.
In this method, we choose colors that are evenly spaced in an equilateral triangle. We select these colors from the wheel in such a way that they provide high contrast and rich vibrancy in design. We do this by picking colors that are equally spaced from one another on the color wheel. For instance, after we pick a specific color on the wheel, we can pick a color that is three colors away on either side. These contrasting colors make for an effective, yet tough to create a palette.
This is a four-color structure that is evenly spaced on the color wheel. This scheme is best suitable if we want to create an accent with colors, i.e. we choose one dominant color and three accents supporting it. This color scheme is similar to triadic, which creates a vibrant and strong palette but is tough to handle.
Following are the two fantastic web tools for choosing palettes:
It’s a super easy to use tool. It shows multiple analogous variations of a single hue.
It’s also a super handy tool for generating random color combinations and choosing the one we want to choose.
To conclude, we hope that those above ways we discussed will assist in building the best color palette for your product. Contact our brand identity design services for more assistance.