1. Understand your colours
Getting your head around basic colour psychology is the first place to start. Colours symbolise things, make us feel emotions and trigger memories. Yellow, for example, provokes cheerfulness, warmth, fun and joyfulness.
Colours can also have spiritual and cultural associations which should be taken into consideration depending on who both you and your ideal audience are. For example, in China red represents vitality, long life, happiness, success, luck, recognition and fame whereas in Russia, red is associated with communism and revolution.
This is why doing your audience research first is so important when your building your brand!
To dig deeper and gain a greater understanding of colour and its meaning, check out colourpsychology.org
2. What’s your brand personality?
Colours can influence how your audience will perceive you. How you want to come across to your customers? What’s your personality? Are you bubbly? Confident? Soulful or fierce?
The colours you select should reflect who you are as a person especially if you offer a face-to-face (whether online or in-person) service. Even if you don’t connect this way with your customers, your colours need to be in-line with your brand’s tone of voice otherwise you’ll risk confusing your audience.
3. Who is your audience?
You need to know your audience as well as your best friend so you can understand what will appeal to them visually. What colours do they love or feel drawn to? Are you looking to appeal to women, men or to all genders? Are they soft and gentle or vibrant and powerful?
Dig deep and do your audience research BEFORE you choose your colours to make sure you improve your chances of catching their eye.
4. How you want your customers to feel after working with you?
Colours can mirror feelings so knowing how you want your customer to feel after they have worked or brought from you is key and can be represented in your colour palette. For example, if you want them to feel energised, confident and motivated, don’t choose soft, pastel colours. If your offering makes them feel calm and relaxed then having vibrant, punchy colours won’t work.
5. Who are your competitors?
Is there a standard colour palette which is used in your niche? How can you stand out rather than blending into the crowd? Don’t feel the need to follow current trends because they will change, just be true to who you and your audience are. If your brand is a disruptor in your niche, choose a colour which is different to everyone else’s!
6. Associated colours
Does the service you offer or the product you sell have any colours associated with it which you can use in your visual brand? For example, we’ve worked with a spiritual entrepreneur who sees certain colours which we were able to build into her branding.