Looking to give your brand a makeover? The colors you choose for your logo, marketing materials, and website can make or break your image. Here are 10 tips for choosing the best colors for your brand.
by David Stone
Reality is such that one of the most important aspects of any design project is color choice. Whether you’re a designer looking for inspiration or a marketer trying to optimize your design, colors can have a significant impact on your project.
1. Use contrasting colors
One of the easiest ways to use color in your promotional material is by using contrasting colors. Contrasting colors are great for standing out against the background. The contrast between the two colors will draw attention to parts of your design or print that you want people to dwell on.
2. Use complementary colors
Complementary colors are always an interesting choice when designing a print material. These colors are directly opposite each other on the color wheel. They contrast well and really pop when placed together. One way to use complementary colors in a piece is by placing a bold, bright color against a more neutral background.
3. Use analogous colors
Analogous colors occur next to each other on the color wheel. These colors tend to blend well together when placed side by side in a design or layout because they’re related to each other. The trick with analogous colors is using them in the right quantity and combination for maximum effect.
4. Use black & white + 1 bright color
This color combination pops and is always a winner when it comes to playing with color. The black and white combination can also be effective by itself, but when you add in the bright color it’s elevated to another level.
5. Use monochromatic colors
Monochromatic colors are all based on the same hue (a primary color) but different tones of that color. Using monochromatic colors is a great way to build a palette and apply it across your entire design. It’s a very contemporary approach that works well with minimal designs.
6. Use a complementary color scheme
Complementary color schemes are one of the most common forms of using two contrasting colors together in a design. Depending on what you’re trying to achieve with your design, this can be a very effective approach.
7. Use analogous color schemes
Analogous (or similar) colors occur next to each other on the color wheel and typically go well together. This is an easy way of creating a cohesive palette with minimal effort. You can adjust how many colors you use to create different effects.
8. Use a bright, vibrant color
Bright and vibrant colors are always an interesting choice for a design project. They’re eye-catching and really grab attention. If you’re not careful with how you use these colors they can look unprofessional or even childish – but they work wonders when used in the right way.
9. Use cool colors for an elegant design
Cool colors are more subdued and produce a calm or relaxing effect when used in designs. They work well when you want to tone down your composition, minimize the amount of color or achieve a sophisticated look. Think blue rather than orange!
10. Use warm colors for an energetic design
Warm colors are bright and vibrant. They tend to have a more exciting feel than cool colors, so they work well when you want to create an upbeat or active impression on the viewer. If you’re going for a cozy feeling then this one is not the way to go! Think warm tones like reds and oranges.
Using color effectively in promotional material has a big effect on the overall impression of your print. If you’re not careful with how you implement different colors, they can end up looking too bright or garish. It’s about playing around with the tones to get the right result for your design.
The color scheme you choose for your design depends entirely on what you hope to achieve. The best approach is to think about what mood or effect you want, then start experimenting with different color combinations to find the ones that work well together.