How to pick the right colors for your brand

Your brand is as unique as you are and understanding the impact of color on consumer behavior will help your brand become a success.

monochromatic color scheme in a logo.
Here is an example of monochrome color schemes

Study shows that as much as 85% of consumers think color is the biggest motivator when selecting a specific a product, while 92% acknowledge visual aesthetics as probably the most persuasive advertising component of all (colormatters, 2020).

Luckily, much of the research has been done for us and choosing the right colors can be tackled in a methodical way.

Table of contents:

1. Why color matters

Color and Marketing

Popular Color & Brand Consultants at COLORCOM explain:
1. 92.6 percent said that they put most importance on visual factors when purchasing products. Only 5.6 percent said that the physical feel via the sense of touch was most important. Hearing and smell each drew 0.9 percent. When asked to approximate the importance of color when buying products, 84.7 percent of the total respondents think that color accounts for more than half among the various factors important for choosing products.
Source: Secretariat of the Seoul International Color Expo 2004
2. People make a subconscious judgment about a person, environment, or product within 90 seconds of initial viewing and that between 62% and 90% of that assessment is based on color alone.
Source: CCICOLOR – Institute for Color Research
3. 73% of purchasing decisions are now made in-store. Consequently, catching the shopper’s eye and conveying information effectively are critical to successful sales.

Color and Brand Identity

1. Color increases brand recognition by up to 80 percent
Source: University of Loyola, Maryland study
2. Apple Computer: Apple brought color into a marketplace where color had not been seen before. By introducing the colorful iMacs, Apple was the first to say, “It doesn’t have to be beige”. The iMacs reinvigorated a brand that had suffered $1.8 billion of losses in two years. (And now we have the colorful iPods.)

Color Increases Memory

Psychologists have documented that “living color” does more than appeal to the senses. It also boosts memory for scenes in the natural world. By hanging an extra “tag” of data on visual scenes, color helps us to process and store images more efficiently than colorless (black and white) scenes, and as a result to remember them better, too. (Journal of Experimental Psychology: Learning, Memory and Cognition, 2002)

2. How some of the biggest brands use color Logo Build Your Online Presence

Consider the brands you encounter with each day and just how color plays a job in the visual identity of their brand image. The Coca-Cola and their iconic red, Microsoft’s blue, and Amazon’s black and orange.

Not one of those colors had been selected by accident. These businesses have done an amazing job developing brands which may be recognized by color itself. Wondering how you can pick the right colors for your brand so it’s both memorable, conveys the right message to your audience, and has the right personality? If so, see below!

3. How we respond to color

First let’s examine how we respond to color. Many of us understand green is related with nature or positive meanings and that red is connected with danger, stop, hot, and more. What most people don’t realize is both have extra associations and meanings. Color psychology is the analysis of exactly how styles impact actions as well as perceptions. It permits us to understand color and make use of it for our own self-preservation! Based on a study, 62-90% of a merchandise assessment is based on color styles by itself, therefore it is very important to have your product or brand palette right.

Learn more about color theory with popular WordPress Page Builder Elementor

importance of color schemes 1 Build Your Online Presence

4. The 5 Color Concepts for Creating Great Website Color Schemes

I. Respect the color wheel!

color wheel for designers tubik blog Build Your Online Presence
Taken from:

As our client, we use the most up-to-date methods for matching your brand identity with the right colors. As an example, we use the color wheel tool to help develop the branding guidelines that you get with our plans to use as you need to when signage, brochures, or other sales copy is needed. This ensures your brand stays consistent across all medias and projects.

adobe photoshop color wheel Build Your Online Presence
(source:, 2020 Available for free use at

Color theory could be summarized in 3 groups which the color wheel includes: primary, secondary, and tertiary. The main colors, red, blue, and yellow, will be the color wheel’s base and every one of the other colors are produced from these 3. next, come secondary colors. Secondary colors (if you were paying attention in grade school) are what you receive if you blend the 3 main colors together. Lastly, you will find tertiary colors, also called “middle colors”. These’re what you get if you incorporate a primary color and secondary color. These are the reddish-orange, bluish-purps, etc.

With this foundation, we understand better how colors interact with each other and how they are formed. This makes it easier to define the colors as we start to build our brand image. These interactions form the concrete relationships and categories we have all heard before but surprisingly, there are countless examples of where colors that otherwise wouldn’t mixed have been reimagined into a new combination.

II. Color Combinations

Just like every color bears a feeling or holds a significance to yourself, the same holds true for the interactions between colors. If you select a color mixture, you are frequently conveying a specific message to the site visitor based on the way the color’s “personalities” combine.

For instance, if you select a complementary color pattern which has blue and red, red, which presents toughness and urgency, along with blue, which presents loyalty and serenity, the end effect of yours is a combined atmosphere of powerful, forthcoming loyalty and balance.

Alternatively, say you select 2 or maybe more colors which strike a harmonious balance as opposed to a contrast, you’re producing a different vibe. It is up for you to be a web designer to determine which kind of color mixture is a good match for the site of yours.

III. What are Analogous Colors?

Related Colors, Side by Side are called Analogous color schemes. These include 3 shades which are straight beside one another on the 12 spoke color controls. Web designers frequently select related color palettes when aiming to develop a contemporary yet advanced site. For instance, an analogous color pattern comprising of white, light and red-orange orange will highlight the vibrant connection in between the light and red orange.

IV. What are Complementary Colors?

Remember, opposite attract! Types of complementary colors are green and red, yellow and blue, orange and blue, blue and red, among others. What these pairs have in common are they’re 2 opposites of one another, and also you are able to find them by discovering 2 shades which are directly opposite each other on the color wheel. In training, the significance of main color combinations in web design is the fact that as a sharp contrast exists between them, they are able to make a single color, particularly accent colors, stand out

In the context of site design, making use of complementary colors bears good benefit for elements like buttons or maybe navigation menus. When the aim of yours is perfect for guests to see a button and simply click it, utilizing a complementary color pattern as accent colors for the text of yours and the experience of its, is a lot more apt to get operator interest due to the stark contrast as well as differentiation in between the 2.

V. What are Triadic Colors?

Think of evenly spaced. Considered to be the most basic type of color scheme, a triadic color scheme is defined as any three colors located 120 degree from each other on the color wheel (elementor, 2020). In some way, triadic schemes can be considered the most flexible of the three combination-types, as there are many directions you can go in to measure 120 degrees. Different to analogous, which is limited to three somewhat similar colors, or complementary colors, which can only be contrasting colors. Triadic color schemes can combine both analogous and complementary colors, and there’s (even) more room for creativity. As you can see, the options of color combinations that a web designer can create truly are endless.

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5. Design elements your brand should think of

Who is your overall demographic

A great resource for more information can be found from Fast Company where emotions and psychology behind common colors are explained

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Think about gender when picking colors

Joe Hallock’s Colour Assignments conducted research and found that on average each gender has definite color preferences.

(source:, 2020)

image11 Build Your Online Presence

Consider age group

This is an often overlooked consideration. Let’s look at some data from on what different age groups don’t like:

(source:, 2020)

6. Tools and resources

Ready to get started?  take this quiz from Grasshopper and test your skills. Keep it simple. 60% of your content should be one color! Just like fonts, less is more. Start by picking a color scheme with or use one crazyegg’s Check out the competition and be sure to visit for 20 awesome tools!

Try Choosing A Color Pair:

Watch the paragraph colors change when you adjust the color picker. As you make changes in the color picker, the first paragraph’s color changes, as a preview (this uses the input event). When you close the color picker, the change event fires, and we detect that to change every paragraph to the selected color.

Next: Color Harmony and following the color rules: Design like a pro

References: in text citation gives credit to Elementor,,, and a few others for pictures, concepts and ideas.

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