Using Color Theory to Boost your Branding

What makes branding impactful? What makes a brand design stand out from the crowd? How can we tell what looks good?

Using color theory effectively in branding can significantly influence how your audience perceives, understands, and remembers your brand. Color is vital to consider in all aspects of your branding from logo design to campaign branding. When using VideoScribe to make animated content for your company, you want to make sure your brand look and message is communicated as effectively as possible and your branding is uniform across all your marketing materials. This is where color theory comes in! 

Color theory is understanding how colors work to make sense of a design to the people experiencing the design. It’s the significance of the use of color but also how colors interact with each other. Although this can be subjective, some rules can be followed to create an effective brand design that suits your business and looks good! Read on to discover how you can leverage color theory to boost your branding.

Complementary Colors

It’s important to select colors that not only compliment your brand but also each other. The way that two colors are paired can drastically change how they are perceived and change the effectiveness of your branding. You can explore how different colors may complement each other by using a color wheel. This is the organization of color hues in a circle. 

A color can appear more visually appealing when paired with a color on the opposite side of the color wheel as it creates a balance between them. Consider using a color wheel when designing your next brand campaign and experimenting with combinations. With VideoScribe, you can add custom colors to your palette, ensuring your brand colors stay consistent throughout your branding and marketing content creation. 

Contrast and Variations

When selecting brand colors, while it’s important to choose complementary colors, you should also consider incorporating contrasting colors. Contrasting colors are generally more visually dynamic and therefore catch a viewer's attention more easily. High contrast makes content easier to read and more accessible to all users, including those with visual impairments. Generally, when creating a logo or brand campaign you want to ensure there’s sufficient contrast between text and background colors. 

Another option to consider is brand color variations. Consider how your brand colors can adapt for seasonal campaigns or special promotions. A temporary color shift can make your brand feel fresh and relevant without losing its core identity. Monochromatic variations are a popular campaign alternative. Consider creating different shades, tints, and tones of your primary brand color to use in various contexts while maintaining a cohesive look.

Color Psychology

Understanding color psychology can help you to create brand materials that suit your company and intention. Different colors evoke different emotions and our emotions directly influence our behavior therefore color psychology is a uniquely valuable tool for shaping the perceptions that drive customer decision-making. 

For example, red evokes passion, excitement, urgency, and power. It’s often used to grab attention and stimulate quick decisions such as promoting sales or time limits. Blue typically elicits feelings of trust, reliability, and calmness. It’s often seen in industries like finance, healthcare, and technology. Yellow suggests optimism, warmth, and happiness. It can create a sense of energy and positivity but can also be overwhelming if overused. Consider using this color in small doses to create positive contrasts. Green can evoke feelings of growth, health, nature, and tranquillity. Often used by brands focused on sustainability or health. Lastly, black often connotes sophistication, elegance, and luxury. It’s typically used to convey a premium, high-end feel.

When selecting your brand colors, consider your brand personality and how you can use color to convey this. For example, is your brand bold or subtle? Should you use bright, vibrant colors or more muted or pastel tones? How playful is your brand? Bright, playful colors can give your brand a fun and approachable personality, while darker, more subdued colors can convey seriousness and authority. 

Consider that colors can also have different meanings in different cultures. For example, white is associated with purity in Western cultures but can represent mourning in some Eastern cultures. Ensure your color choices align with the cultural context of your target market. It is also worth considering the colors commonly used in your industry. While you don’t want to blend in, understanding the norms can help you decide whether to align with or differentiate from competitors.

Take a look at some examples of color in branding in this short video below!

Generally, by thoughtfully applying color theory, you can create a brand identity that looks appealing and effectively communicates your brand values, resonates with your target audience, and stands out in a competitive marketplace.