Often the first eye catcher and the last thing people remember, what colors convey about your brand is more complex than you might think. Colors can act as product identifiers, mood influencers or triggers to purchase, playing a major role in customer behavior.

The perfect palette can highlight your companies’ strengths but the wrong combination can have the reverse effect. Below are some things to consider to ensure you choose a color palette that will represent your identity effectively.

1. Stay Focused
When considering a color palette, stay true to the message you most want to convey about your business.

Leslie Harrington, the executive director of The Color Association weighs in on the importance of keeping it real when choosing your palette. “Consumers know intuitively if the color and brand connect, and if it’s authentic,” says Harrington. “Whether its trendy or not, or whether they like it or not, won’t necessarily matter as much as if it’s authentic.”

2.  Know the Psychology
Determine whether you want your colors to imply a certain function or idea. For example blue implies cleanliness and safe while yellow may imply fun or adventurous.

Emotional reactions to color are formed in part by cultural and personal experiences. Although perception may vary slightly among gender and age groups, colors generally evoke similar reactions.

3. Analyze the Competition
Taking a look at the logos, websites and advertising of your competitors will help you choose a color scheme. Whether you want to convey trust and belonging within a certain market, or you want to stand out from the rest, getting a sense of your competition is a great starting point.

4.  Know How Colors Translate
If your brand is international, remember the cultural consideration of your colors is important. A common example is the color white. To Western cultures, it’s a symbol of purity while in some Eastern cultures, it symbolizes death.  Doing this research ahead of time will go along way towards making cultural sensitive color choices.

5. Don’t Forget About Production
Think about the practical application of your colors and how they will reproduce in all instances of production.  Gold foil on print pieces may not have the same effect when embroidered on a t-shirt.  It’s important to speak to your production team before establishing your brand guidelines to ensure that your marketing materials will translate effectively.

Ready to get started? Chakra’s creative experts are here to help you choose the perfect palette!