Understanding the influence of color on consumer behavior will help your brand become a success, whether you've decided to leave a corporation and start your own business or are launching a game-changing new startup.

According to research, more than 80% of consumers feel color is the most important element in deciding which product to buy, and more than 90% believe visual appeal is the most compelling marketing component overall.

It's a good thing there's a method to the madness, so in this post, we'll show you how to pick the correct colors for your brand, but first, let's go over what brand colors are and what influence they have.

What are brand colors?

A brand color palette is a collection of five to 10 colors that are used to represent a firm. The use of brand colors in a consistent and planned manner can help to raise brand awareness and recognition.

Color pallet

A company's logo, website color scheme, social media channels, business card design, and print and digital advertisements are all examples of where brand colors are used. For brick-and-mortar businesses, the brand colors can be used in the shop design, employee uniforms, product packaging, and more.

How customers respond to color

The study of how colors influence people's perceptions and behavior is known as color psychology. It enables us to comprehend color and use it to our advantage, particularly in marketing and branding.

According to research, colors account for 62% to 90% of a product's evaluation, therefore it's critical to get your brand palette correct.

Tips to choose appropriate color pallet for your brand

Create a distinctive brand.

Your brand's colors are an extension of its personality. As a result, your color scheme should reflect your beliefs as well as the message you want to send.

Choose a brand identity

You must first create your brand identity for this reason. Making a list of adjectives that define your company's personality, as if you were talking about a person, is a good way to start. Consider how you want the brand to be regarded and what makes it unique.

Choose colours that are neutral.

It's easy to get caught up in the major colors and forget about the neutrals while creating your brand colors. Neutral colors, on the other hand, are crucial since they control the majority of your message (such as the color of your written content) and will show in the backdrop of the majority of your assets.

Neutral colors are generally white or black, with a few hues of grey thrown in for good measure.

Consider colour psychology and the significance of different colors.

With all of the information you gathered in Step 1, it's time to start considering brand colors. Analyzing the cultural and associative meanings of colors is a part of the process of selecting the correct ones.

In terms of color association, culture, and perception, there are a few factors to consider.

Is your company's brand local, national, or global?

Are there any colors that have a specific meaning in your culture?

Do you target a certain gender with your products or services, or are they gender-neutral?

Is it necessary for your brand to impress, soothe, generate urgency, inspire, or something totally different?

What market segment does your company belong to? What about technology, the environment, business, education, and so on?

color psychology

Colors have both positive and negative meanings, so keep that in mind. Most of the time, this is regulated by the color's tone, but it may also be influenced by the accompanying visual assets such as logos, slogans, and other colors in the brand palette.

Depending on the tone, yellow, for example, has varied meanings. The hue of the sun, rubber duckies, and spring blossoms is bright yellow, which is connected with pleasure.

However, if the yellow is too dark or too light, it might evoke thoughts of illness, jaundice, and dread. Especially when combined with muted greens and browns.

That's why it's crucial to consider not just how each hue appears on its own, but also how it looks when paired with others. A pale yellow may appear sickly on its own, but it may work well with a vibrant purple.

Green is linked with nature and the environment, black is associated with wealth, and pink is associated with either feminine goods or the Japanese cherry blossom.

Make a mood board to help you get in the flow. 

It's time to make a mood board or two with a few basic colors in mind. If you're not sure about the initial color, make as many mood boards as you need until you're satisfied that you've caught the spirit of your brand.

A mood board is a collage of graphic materials that reflect your company. They assist in visualizing your brand's values, mission, and story.