How to Choose the Right Brand Colors for Your Website

According to research, 85% of consumers think color is the most important factor when choosing a product while 92% think visual appearance is the most persuasive factor.  Since these are both related, it definitely shows how important choosing the right colors are for your brand/website.

Why brand colors are important

First impressions always matter.  Within seconds, an opinion has been form simply from what someone sees. 

Your brand’s color will be the first thing customers notice, so this is especially true when it comes to your brand. The colors convey information and evoke emotions. Customers can form an opinion about your product without knowing much about it. Brand colors can help customers decide if or not they want to engage.

How customers respond to color

We all know red is associated with danger or stopping and green is associated with nature or moving forward, but both have other meanings as well.

Color psychology looks at how colors affect perception and behavior. When it comes to branding and marketing, we are able to understand color and use that to our advantage.

According to one study, roughly 85% of a product assessment is based on colors alone, making it  important to get your brand palette right.

Understanding what color means

Orange is often used in advertising because it represents warmth and friendliness. Orange is also said to be good luck if worn on your left side. Yellow is associated with happiness and optimism. Yellow is also believed to bring out creativity and intellect. Green is considered restful and relaxing. Green is also thought to help people feel more grounded. Blue is calming and peaceful. Blue is also linked to spirituality and healing. Purple is mysterious and magical. Looking at the full meaning of each color along considering shades of each color

What is your brand essence?

Think about who your ideal customer is. What do they like most about your product or service? How would they describe it in one word? Can you identify 1-3 emotions you’d like them to feel when they work with you?  This can give you some clues on which colors might work well with your branding.

The next step is to begin looking at colors that go well with your primary color.  You’ll want a secondary color that you use about 30% of the time and a call-to-action color that’s used about 10% of the time.  You’ll also want to identify a light accent, a dark accent, and a neutral to go along with your three brand colors.

Final thoughts

Trying to select one color to get started can feel overwhelming.  If you want to cut to the chase and identify what color would work best for your primary color, consider taking this quiz.  In just a few minutes, you can be on the right track for creating your full-color palette.

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