[Guide] Tools to Help You Decide Your Brand Colors in 2024

Working on your brand colors in marketing? Here is a short yet handy guide to get the most harmonious color palette for your brand.  

Choosing core colors are no easy feat. After all, there are many factors to consider when deciding. For one, the psychological effects of color combinations can vary depending on cultural and personal associations with certain colors. 

It’s also important to consider the overall message and values of your brand when choosing a color combination, as it should align with your brand identity and target audience. Read on to find out how you can find your perfect color story. 

Step-by-Step Guide To Finding Your Core Colors

Find your colors in marketing with this all-around guide. We promise, you’ll be able to snag down the picture perfect color story for your brand.

colors in marketing

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Define your brand personality

Before you start choosing colors, it’s important to define your brand personality. First, what values does your brand stand for? Who is your target audience? What emotions do you want to evoke in your customers? Once you have a clear understanding of your brand personality, you can choose colors that align with it.

Consider your industry

Next, different industries have different expectations when it comes to color. For example, healthcare and wellness brands often use soothing blues and greens, while food and beverage brands often use bright and energetic colors. At this point, consider what colors are commonly used in your industry and think about how you can stand out.

Use color psychology

As we’ve discussed, colors can evoke different emotions and perceptions in consumers. Use this to your advantage by choosing colors that align with your brand personality and goals. For example, if you want to create a sense of luxury and sophistication, consider using shades of black, white, and gray.

Choose a primary color

Once you have a general idea of what colors you want to use, choose a primary color that will be the foundation of your brand. This color should be used consistently across all of your branding materials, including your logo, website, and marketing materials.

Experiment with color combinations

Once you have a primary color, experiment with different color combinations to see what works best for your brand. Consider using complementary colors for a bold and striking look, or analogous colors for a more harmonious and calming look.

Test and refine

Once you’ve chosen your colors and created branding materials, test them out with your target audience to see how they respond. Ask for feedback and use it to refine your color branding strategy over time.

By following these tips, you can create a color branding strategy that aligns with your brand personality and goals, while also resonating with your target audience.

Getting to Know Your Color Family

Of course, choosing a primary color is easier said than done. For beginners, it can be tough to marry your vision with a cohesive color palette. Here’s how to choose a color family for your brand. 

colors in marketing

Image by starline for Freepik

1. Warm colors

Warm colors include reds, yellows, and oranges. Basically colors that evoke feelings of energy, excitement, and warmth. They are often used in food and beverage branding to stimulate appetite and in entertainment, branding to create a sense of excitement.

2. Cool colors

Meanwhile, cool colors include blues, greens, and purples. These colors evoke feelings of calmness, relaxation, and serenity. They are often used in healthcare and wellness branding to promote a sense of peace and healing.

3. Neutral colors

On the other hand, neutral colors include grays, whites, and blacks. These colors are versatile and can be used to create a variety of moods depending on the other colors they are paired with. They are often used in technology and financial branding to convey professionalism and stability.

4. High-contrast colors

 High-contrast color combinations, such as black and white or black and yellow, create a bold and striking look. They can evoke feelings of strength and confidence and are often used in sports and fashion branding.

5. Pastel colors

Pastel colors are light, soft hues of colors like pink, blue, and yellow. They create a delicate and gentle look and can evoke feelings of innocence and nostalgia. They are often used in baby and children’s product branding.

It’s important to remember that color psychology is not an exact science and can vary based on individual perceptions and cultural associations with certain colors. 

Plus, it’s always a good idea to test out different color combinations and get feedback from your target audience to see what resonates best with them.


How to Nail Color Combinations

Speaking of color combinations, here’s how to find the best color mix for your brand. 

The psychology of color combinations in branding is an important consideration when creating a brand identity. Because of this, different color combinations can evoke different emotions and perceptions in consumers, ultimately influencing their purchasing decisions. 

Here are some common color combinations and their associated psychological effects.

colors in marketing

Image by starline for Freepik


1. Complementary colors

Complementary colors are those that are directly opposite each other on the color wheel, such as red and green or blue and orange. This combination creates a strong visual contrast. Oh, and it can evoke feelings of excitement and energy. Because of this, complementary colors are often used in sports and entertainment branding.

2. Analogous colors

Meanwhile, the analogous color mix is adjacent to each other on the color wheel, such as blue and green or yellow and orange. Because this mix is harmonious, it’s known to evoke feelings of calmness and tranquility. They are often used in healthcare and wellness branding.

3. Triadic colors 

Next, triadic colors are those that are evenly spaced around the color wheel, such as red, yellow, and blue. These color combinations create a balanced and dynamic look and can evoke feelings of playfulness and creativity. They are often used in children’s and education branding, as well as colors in marketing. 

4. Monochromatic colors

Finally, monochromatic colors are shades and tints of the same color, such as light blue, medium blue, and dark blue. Using these colors can create a cohesive and sophisticated look and can evoke feelings of simplicity and elegance. Because of this, this combo is often used in luxury and high-end branding.

And there you have it, an idiot’s guide to finding your primary colors in marketing. 


Read more: Harness Color Psychology in Branding for a Unique Brand Story

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