On the Importance of COLOR...
Color is such an important and crucial aspect to branding. It sets the tone for the message you want to convey, and what sort of feeling you want to evoke! I like to think of color as a gateway to invite your audience into your personal space. It’s like a guide or a roadmap for the tone of your brand. It’s very important to remember who your audience is, where they are located and what the colors you select while mean to them. For example, in America red often conveys passion, confidence and boldness. While in many Asian countries, red is a color symbolizing good luck. You want to be sure and research your color options and what they symbolize, instead of just selecting randomly or at will.
Furthermore, if your business is an e-commerce or lifestyle brand, like a millennial fashion boutique, it can be helpful to select a palette which is on trend. Thankfully, right now there’s a big trend of sage green, deep olive green and neutrals, sometimes paired with pops of brighter colors. These tones are timeless and will live on for many years to come. However — that being said, if you feel the “trend” isn’t for you or doesn’t convey the message you’d like to deliver then do not use it! Trends are just fads, and they pass eventually. If your business is screaming “I need HOT PINK” then go for it. If it’s edgy, editorial or elevated, then definitely utilize black to convey confidence and intrigue.
In conclusion, it’s great to scour the internet on Instagram, Pinterest, Behance, or Dribble to find color trends. I myself am a print and fashion lover, so I also source inspiration from magazine like Real Simple, Better Homes & Garden, Allure, Vogue and Vanity Fair. Be sure and do some critical thinking on what your colors symbolize, how they will be used, and what vibe you want to convey. Sometimes it’s good to “test out” or do a “trial run” with friends, family member and colleagues for feedback on their opinions of your color sample selections. Think of how to want to use the colors, too! Is it just for social media? Will you be using a billboard? Printing graphics? All of these thought processes and research will best enable your to create the perfect color palette! Now, go forth and design!
