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Finding the Right Color Scheme for Your Brand

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1054580_88344254Finding the right color scheme for your brand is essential. If your color scheme is off, you could have the best product or service on the market and still fail. Your brand’s color scheme needs to resonate with your target demographic. Color plays a much larger role than anyone would expect in the perception of your brand.

Target Demographic
In order to hone in on the perfect color scheme for your brand, you need to identify and understand your target demographic. The colors you choose for your brand should be consistent with the expectations of the demographic you are targeting. What story does your brand tell? What emotions do you want potential customers to associate with your brand? A high profile law firm will need to choose a considerably different color scheme than a pop-up art show in an up-and-coming neighborhood. It’s just a matter of knowing your market.

Color Balance
In general, you will want to choose three colors for your brand. Perhaps you’ve heard of the 60-30-10 rule of design. This rule calls for the use of colors in a ratio of 60 percent, 30 percent and 10 percent. For example, on a web design, you might select red, white and blue for your color scheme. You might choose blue for the dominant color. In this case, you would use this color in 60 percent of the design. The secondary color (white) would be used in 30 percent of the design. Finally, the tertiary color (red) would be used in 10 percent of the design.

Evaluate the Competition
When selecting your color scheme, it is always a good idea to evaluate your competition. You might find that red, white and blue are common branding colors in the entire industry you are serving. As a result, you will likely want to go with this color scheme. However, you will want to work closely with your web designer and marketing professional to create a color scheme that will allow you to conform to customer expectations of the industry and still stand apart from your competitors.

Be Bold
Don’t be afraid to make bold color choices for your brand’s color scheme. Think of some of the most memorable brands. What stands out? For example, Coca Cola and Pepsi are iconic brands. Ask anyone what their color scheme is and they’ll be able to tell you without even thinking about it. Being bold comes with risks, but the payoff is generallly big too.

Get Inspired
Browse the Internet for color schemes. Sites like http://www.colourlovers.com are a great place to find inspiration. You can see what colors work well together and let your creativity run wild. When you find a few inspirations, you can quickly show them examples of what you’ve found online. It will make the collaboration process much more productive if you come to meetings with ideas.

After enough work, you’ll eventually find the perfect color scheme to represent your brand. Over time, the colors will become a part of your brand and people will associate them with your company.

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