3 Things to Know About Choosing Brand Colors

3 Things to Know About Choosing Brand Colors

We all know how big of a deal it can be when choosing the right color scheme for something that means a lot to us. Take the high school prom for example. The dress has to match the tux, the corsage has to match the dress, and the carefully manicured nails and makeup all have to be in tandem with everything at the same time. I mean, they don’t have to be, but we insist. Plus all the posed photographs and carefully planned poses near railings on people’s porches, classic

So let’s be real, color coordination can be stressful! Think about all the thought that goes into wedding colors, painting a home, picking the color of your first car, choosing colors at the nail salon (why oh why does it always take so long for me to decide on a color?) 

Choosing a color scheme is commitment. And sometimes, that commitment can hit us like a ton of bricks. For many of us, that’s what happens when we go to choose our brand colors. Something so simple can sometimes be difficult, so I’m here to help!

Help! I Can’t Decide on My Brand Colors…

If you’re having a hard time with this step in your journey, don’t worry! It’s all good, I mean it’s kind of like going to Home Depot and trying to pick out a paint color… darn near impossible if you don’t have a clear idea beforehand!

Also, sometimes fear and doubt can creep up on us in the darnedest of places, even with something as harmless and simple as choosing some colors! Just know that’s all good, don’t feel disheartened if you’re having trouble here.

But because choosing colors can sometimes be a hangup, I’m going to share three simple principles to keep in mind when going down this particular branding road.

With these three principles in mind, you’ll be ready to get your color scheme chosen and out the door fast.  So what are these three things, you ask?

1.) Colors Invoke a Feeling

The most essential thing about branding and especially the colors involved with a brand is the feeling.

Colors can invoke certain feelings, moods, and tones. So a great thing to do when coming up with branding colors is to think about how you want your brand to feel to you and also to someone who is totally new to it.

Is this particular feeling warm, clean, or fresh? Maybe it’s happy, earthy, or minimalist? Those feelings can help discern the right colors for your brand. It’s such a great rule of thumb to start with the feeling, and often a feeling may call forward colors you may not have noticed before, such as a neutral pallet or a warmer selection. You never know!

2.) Be Consistent to Establish Recognition

Consistency is super helpful to keep that brand feeling in the forefront with your logo, on your website, in your emails, in your Instagram feed, or wherever else you want to use it.

Having a routine consistency with branding is like a structural support, something you can lean on and relax into, like kicking back on a sailboat on the ocean. Can you tell I’ve been dreaming of a vacation? (Lol!) And it also helps others who are working with you or for you to have a general rulebook to your brand.

It’s so true that something as simple as colors can allow others to easily enter your world and recognize you automatically on platforms such as Pinterest, Instagram, Facebook, and Twitter. This continuation of repeating your brand’s look, tone, and feel over and over again is something that pays over time.

3.) Colors are Also Not as Big of a Deal as You Might Think

Your brand colors represent a feeling of your brand, they can help people recognize your work from platform to platform, but they’re also not that big of a deal!

There are way more important things that your brand represents, such as the work you do and the impact you create. Having the design element in place is like having the house showroom ready, but the more important aspect are the occupants inside!

So much pressure tends to get put on deciding branding decisions, when in all actuality, the first gut instincts are usually correct. The substance of your brand is always way more important than the color scheme will ever be. Find colors that feel right to you and free yourself of analysis paralysis by trusting your instincts.

A Free Tool For Choosing a Color Scheme

Wanna have some fun with it? This helpful online color generator is an easy way to choose your brand colors! Simply hit “generate” and be presented with totally random (and awesome!) color schemes. Allow it to bring forward colors you might not have ever thought of before.  

When you’ve found the setup you like, hit “Export” and save as a PDF or a PNG. Keep all of those color hex codes on hand so you can easily copy/paste whenever you need to add some color to business cards, a logo, or your site. Super simple. 

Let Choosing Colors Be a Breeze!

It’s easy to get stuck on this step and experience branding paralysis when choosing colors because there are so many to choose from! I totally get it. So to recap, the easiest ways to choosing (and sticking with) your brand colors is to:

  1. Start with the feeling. 

  2. Be consistent.

  3. Keep the impact of your brand front and center. 

This approach to choosing brand colors also applies to any other branding decisions as well. In this way, we can get right to the heart of the matter with a killer brand setup that we are absolutely crazy about! 


I’d Love to Know

What areas of branding have you struggled with and how have you dealt with them? Do you feel happy with your current branding setup or color scheme? Share your thoughts below!