Your brand colours will become a valuable visual asset! They will represent the identity

and feel of your brand, supporting you to attract the attention of your ideal customer

and audience. There are a few rules and guides to help you choose the perfect brand colour scheme, based on colour psychology and colour theory specific to branding and marketing.

Introduction

To enforce the feel or persuasion of a brand, and maintain visual consistency, it is wise to choose a colour swatch palette or scheme based on colour psychology and colour theory to ensure you are communicating and connecting with your ideal customer or target market. There are 5 key areas to explore, develop and consider as you build your brand colour palette:

1. Identify your brand personality

2. Brand colour traits - colour psychology

3. Colour properties - colour theory

4. Creating a brand colour swatch palette

5. Recording your brand swatch guide

"Color is a power which directly influences the soul.” - Wassily Kandinsky

1. Identify your personality and traits

You need to know the personality that the colours will represent.

Take some time to explore and document your brand personality. Use the prompt words below to choose at least 3- 4 words that describe your brand personality or traits. Ask others and gain feedback to learn about the perception of your brand personality as well.

1. Identify your personality and traits

You need to know the personality that the colours will represent.

Take some time to explore and document your brand personality. Use the prompt words below to choose at least 3- 4 words that describe your brand personality or traits. Ask others and gain feedback to learn about the perception of your brand personality as well.

1. Identify your personality and traits

You need to know the personality that the colours will represent.

Take some time to explore and document your brand personality. Use the prompt words below to choose at least 3- 4 words that describe your brand personality or traits. Ask others and gain feedback to learn about the perception of your brand personality as well.

2. Colour psychology - traits to know

Perception, pros & cons associated with common colours, used in branding & marketing...

3. Colour theory - properties to know

Shade, tint, tone and contrast...

Observing relationships between colours will support you to create a well-balanced

colour scheme, sharing a professional look and feel for your D.I.Y Brand Design. The

shade and tone of the swatches you choose also influence the feel of your brand.

The full colour infographic below, covers theories about colours, including

properties, mixing and contrasts.

4. Creating a brand colour palette

Relationships, swatches & schemes...

A well documented swatch palette ensures that you (or an outsources designer or visual assistant) is creating content that maintains visual consistency. The last two activities have encourages you to:

• Use colour psychology to choose colours that share common traits with your brand.

• Respect colour theory to establish the tone of the colours you chose.

Now it is time to decide on the palette, and record the swatches.

Establishing a brand swatch palette

Here...

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Recording your brand swatch palette

Here...

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