Color plays a vitally important role in the world in which we live. Color can sway thinking, change actions, and cause reactions. It can irritate or soothe your eyes, raise your blood pressure or suppress your appetite. As a powerful form of communication, color is irreplaceable. They say first impressions count. This is especially true when it comes to your brand and website since your brand color is likely to be the first thing customers see. Colors elicit emotions and feelings, plus they convey certain information. This enables customers to form an initial impression without even knowing what your product is about. Put simply, brand colors are powerful in helping customers decide whether or not they want to engage. Think about the brands you come into contact with every day.
How to choose your website colors:
- Establish your brand identity
- Explore color meanings
- Search for inspiration
- Pick your primary color
- Choose your secondary colors
- Select neutral colors
- Test your brand colors
The colors of your brand are a reflection of your brand identity. Your color palette should therefore align with your values and the messaging that you wish to communicate. Color isn’t just an aesthetic element; it’s a true branding tool. When used well, color enhances your brand experience at every touchpoint, from your product design to your website, to your content. If you’re trying to make a good impression from the jump.
For this purpose, you’ll need to first define your brand identity. A recommended practice for this is to compose a list of adjectives that describe your company’s character as if you were talking about a person. Ask yourself how you’d like the brand to be perceived, and what sets it apart from the competition. Colors can mean different things depending on the colors they’re paired with, as well as on context and cultural connotations. There are, however, clear trends in color use based on industry. When picking up a color that you believe suits your brand, you need to remember that every color has a huge range of shades and hues.
- Understand color theory to gain a better understanding of what colors mean.
- Determine what your brand stands for, so that you may choose colors that are appropriate.
- Think about your competition so you don't end up looking the same.
- Create and test a color palette across all brand touchpoints
- Create brand rules to ensure that your company's image remains consistent.
As a final step before crafting your brand colors, look around for color inspiration. Browse through your competitors’ palettes, and try to understand what it is that makes them work well. Think of what you can learn from their color choices, and of ways in which you can differentiate yourself from the competition.