When was the last time you went to a government agency’s website and the entire page was laced with pinks and pastels or a color palette that covers the spectrum of the rainbow? I’m willing to bet the answer is never, and the reason is that this color scheme wouldn’t relay the proper identity.
It cannot be stressed enough the importance of choosing a specific, appropriate color family that matches your brand and communicates your desired message to your target market. The good news is that you don’t have to be a design geek or web nerd to assemble a solid color arsenal. There are tools to help.
The first step is to know your identity and demographic. If you don’t know what EXACTLY your business is selling and who to, develop that wing of your plan. Once you have your ideal customer in mind, and a company ethos to cater to that individual, pick one broad color that portrays that image.
There is a general guide to, for lack of a better word, guide you to choosing something that works. Reds are intense and passionate, persuasive and for the daring. This is a tough starting color, so if you’re basing the rest of your hues off of this one, be careful and make sure it fits.
Blues are all around safe. A cooler family, they speak mellow, trustworthy and seriousness.
Greens denote subtle emotion, health, and serenity if it is a lighter shade, while darker hues emanate wealth or prestige and are not as calming.
Yellows are associated with the sun and communicate optimism and warmth. They are energetic but comforting.
Purples show royalty and sophistication when used properly. Lavender is more about nostalgia.
Pinks very as much in meaning as they do in shades. A more dusty pink is sentimental while hot pinks are energetic and loud, and softer pinks are more feminine and romantic.
Orange is always energetic but feels clean and falls more often in a children’s theme, but peach tones work well in upscale markets.
Brown is earthy and shows stability but can come across as dirty. Lighter shades, however, can convey that upscale look.
Black is bold, dramatic and intense. While this is really hard to pull off, if you’re working in a technology field or a personal site it really makes products and photos jump.
White is clean, fresh and pure. Works great in many areas.
So now you have your base color picked and you want to assemble swatches to complete your family. How do you do it without taking a semester of color theory? http://kuler.adobe.com is your friend.
You can create your own scheme based on a color you enter, and then choose which mode you want to use. Just remember to use the guide above for the additional colors you pick! For a hilarious video that touches on horrible color use, visit www.makemylogobiggercream.com. Cheers ’til next time.
