Color communicates without saying a word, and it does so in a split second. Are you sure your colors are saying what you want them to say?
Making your colors scannable helps make them memorable. To do this, you’ve got to follow a few rules. I’ll outline them here, and give you lots of resources so you can explore further.
Don’t worry: we’re not going to talk about analogous and complimentary, and I won’t overload you with a lot of technical terms.
We’re going to talk about how to wield color to make it do what you want, so you can make your business color scannable and memorable.
Choose your memorable two main colors
Too many colors are too much of a good thing. There’s a reason companies, sports teams and schools use two colors: it’s easier to absorb and remember just two instead of a long list of hues.
So pick two main colors, and use them consistently in everything you do. It’s only by using them consistently over time that they’ll begin to make an impact and be associated with your brand in the minds of your audience.
Color is your brand’s best friend
Your color choice is a pivotal decision when it comes to your visual brand. It has the power to:
- Set the tone by choosing colors that show your brand personality
- Get a response by using color in your calls to action
- Make your brand memorable … or not
Two approaches to choosing your two main colors
What do you want to accomplish with your two main colors?
- Choose colors that are near each other on the color wheel for a cohesive, serene look
- Choose colors that are opposite each other on the color wheel for a high energy, vibrant look
Not sure how to do that? Download my free Color Confusion Resolved resource sheet and I’ll show you what I mean.
For more on choosing your brand’s colors, dive in to the articles on this business color resource page.
Color theory, Big Brand System style
Still not sure how to get started picking colors for your business? Here are some general guidelines:
- Light, bright, pale = energetic, friendly, open
- Dark, saturated = intense, corporate, serious
- Bright, intense = high energy, powerful
- Pure = child-like, unaffected, trustworthy
- Grayed-down = low-key, neutral, non-threatening
Question of the week
Do you agree with these interpretations? I’d love to hear from you. Response to color varies by your culture, gender and history. Do certain hues evoke a specific response in you? Let’s talk about it in the comments.