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A guide to creating the perfect colour palette for your business

Updated: May 13

Today, we're delving into a crucial aspect of brand development – the colours that define your business. As a purpose-driven brand owner, your colour palette isn't just a visual choice; it's a strategic decision that reflects your values and shapes your identity. In this guide, we'll navigate the practical steps and considerations in creating the perfect colour palette for your business. Because your brand deserves to stand out, be remembered, and resonate deeply with your audience.

To help you craft the perfect colour palette for your brand, I have also created a free workbook that guides you through the steps to take to curate a palette that perfectly represents this incredible business you've built. (If you can't wait to the end of the post, click the link below to download the free guide.)

Here are the topics we're going to cover in this post:

Okay, let's dive in...

1. Don't just pick your favourite colours: taking a strategic approach to palette selection

Whilst it can be tempting to curate a palette base on your favourite colours, this approach can actually be harmful to your brand. Firstly, our tastes tend to change. What you couldn't get enough of last year, may start to feel slightly passé right now. If you apply this rationale to your brand's colour palette, it may mean you end up switching up the palette every time you discover a new colour scheme that you absolutely love. This, in turn leads to a confusing brand which is not recognisable to your audience as it keeps changing, meaning you struggle to build brand recognition and trust with your audience.

All design choices should be intentional and strategic

Another negative aspect for selecting a palette purely based off your personal preferences is that this decision is not intentional. There is no rational reason for you choosing these colours other than the fact you like them. All elements of your branding - colours most definitely included - should be selected intentionally - designed in a way that appeals and captivates your target audience and helps you stand out in a crowded marketplace. They should highlight how unique and special your business is.

2. Industry standard isn't always the way forward: standing out in a sea of competition

Conducting competitor research prior to choosing your palette is an important task. However, it can be tempting to pick a palette similar to what is common in your industry - it feels like the safe option as it's clearly working for your competitors.

But, just because something is industry standard it doesn't mean it's the right fit for your business. By blending into your competitors you're not giving your audience a reason why they should pick you over anyone else. Instead, the purpose of this task should be to see what gaps there are in the market and how you can position your brand to be the perfect solution for your audience.

This doesn't necessarily mean doing the exact opposite from your competitors, it simply means choosing a palette based on what will resonate with your audience, what will evoke the emotions and reactions you want.

3. Actionable steps: building your perfect palette for lasting impressions

In the pursuit of crafting your ideal colour palette, it's essential to embark on a thoughtful journey that begins with identifying your brand values and the emotions you aim to evoke. Start by defining the core principles that drive your business – what sets you apart and resonates with your audience on a deeper level. Once these values are clear, align them with specific emotions you want your brand to convey. How do you want your audience to feel when they interact with your brand?

Whether it's trust, energy, or creativity, connecting emotions with colours forms the foundation of a purposeful palette. Guiding readers through the process, the next step involves selecting colours that seamlessly weave into the narrative of your business. Consider the psychological impact of each colour and how it harmonizes with the emotions you wish to express. Strive for a cohesive blend that not only visually appeals but also reinforces your brand message.

The importance of colour psychology

Colour psychology is the study of how colours influence human emotions, behaviours, and perceptions. Each colour carries its own unique psychological impact, evoking different feelings and responses. For instance, warm tones like red and yellow are often associated with energy and positivity, while cool tones like blue and green convey calmness and trust. By providing yourself with an understanding of what your audience wants and needs, you can craft a palette that is more than just a visual choice; it's a deliberate effort to connect with your target audience on an emotional level, and create an authentic experience for them as they interact with your brand and business.

Ensure the usability of your palette

Moreover, don't overlook the practical side – the adaptability of your chosen palette across various platforms. Testing the consistency of your colours ensures a professional and polished look, fostering recognition and trust as your brand unfolds across websites, packaging, and other mediums. These actionable steps are the compass guiding you towards a colour palette that not only reflects your brand identity but leaves an indelible mark on your audience.

4. Less is more: the power of simplicity in your brand's colour palette

anatomy of a colour palette

Simplicity is key when crafting a palette for your brand - especially at the beginning. By sticking to a maximum of 5-6 colours, with 1-2 core choices, it makes it easier for you be consistent when using this palette across you branding and marketing. This, in turn, makes it quicker and easier to build brand recognition and trust with your audience.

Of course, as your business grows and develops, you can start to add more supplementary colours to your palette, as and when needed.

5. Download our free workbook to help you curate your brand's perfect palette

To help you in your journey of selecting the perfect colour palette for your business, I have created a FREE workbook that guides you through each step, with tangible actions and a list of helpful resources to ensure that your chosen palette is the embodiment of this business you've worked so hard to create.

In the world of brand development, we've explored the nuances of choosing the right colour palette for your purpose-driven business. It's not just about aesthetics; it's about crafting an identity that resonates with your audience while staying true to your values. As you curate your palette, keep in mind the power of intentional choices and the elegance of simplicity.

Ready to take the next step? Dive into our free workbook, crafted to guide you in creating your unique colour palette. Let's paint a future where your brand stands out, leaving a lasting impression on your audience.

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