Branding, Color Theory, Fonts, Logo Design, VIP Day

From Old to Bold: How Rebranding a Company Can Transform Your Sales and Conversions

Rebranding a company can be a significant undertaking that requires careful consideration and planning. In addition, a rebrand can positively and negatively affect a business, particularly regarding sales and customer interaction. In this article, we’ll explore the various factors of rebranding and how it can impact your business.

Explore how rebranding a company can transform your sales and conversions with these topics:

Positives of Rebranding a Company
Improved Perception
Increased Visibility
Competitive Advantage
Improved Marketing
Negatives of Rebranding a Company
Loss of Brand Recognition
Cost of Rebranding
Resistance From Customers
Lack of Consistency
How Rebranding Can Affect Sales, Customer Interaction and More

Positives of Rebranding a Company

Improved Perception

One of the most significant benefits of rebranding a company is improving its image. A rebrand can help shed negative perceptions or outdated associations holding it back. By rebranding, a company can position itself as modern, innovative, and relevant to its target audience.

Increased Visibility

Rebranding can give a business a new look and feel that sets it apart from the competition. A new visual identity, such as a redesigned logo or updated color scheme, can capture the attention of potential customers and make a solid first impression.

Additionally, by treating the rebranding as a major announcement, a company can generate buzz and increase visibility, further enhancing the impact of the new identity.

Competitive Advantage

Rebranding can provide a competitive advantage over rivals. A fresh look and feel can differentiate a company from competitors and attract new customers who may develop an interest based on the refreshed identity.

Improved Marketing

Rebranding can also present an opportunity to update a company’s marketing strategy. A new brand identity can inspire fresh and creative ideas for advertising campaigns, social media content, and other marketing initiatives.

Negatives of Rebranding a Company

Loss of Brand Recognition

Rebranding can be a powerful tool for a company to differentiate itself from its competitors. However, it can also cause confusion among customers who may not immediately recognize the new brand identity. This can result in a temporary loss of sales and customer loyalty. To mitigate the potential downsides of rebranding, it’s essential to work with an experienced designer who can ensure that the new identity is easily recognizable and appealing to the target audience.

Cost of Rebranding

Rebranding a business can often become costly, with expenses related to hiring designers, marketing experts, and other professionals adding up quickly. For small businesses, this can pose a significant financial burden. However, there is a solution that can help small businesses save time and money while still achieving their rebranding goals – the Soapbox Studio VIP Day. The Soapbox Studio VIP Day is a dedicated 6-hour session that can be booked in advance, allowing small businesses to work closely with our experienced professionals to create a comprehensive rebranding strategy.

Resistance from Customers

When it comes to rebranding, businesses need to be mindful of the potential resistance from customers who have a strong attachment to the company’s previous identity. Any misstep in the rebranding process can potentially turn off these customers, which could decrease sales. To avoid this, hiring a professional designer with experience in executing successful rebrands is highly recommended.

Lack of Consistency

Rebranding can lead to a lack of consistency across a company’s various touchpoints. Suppose a company’s new brand identity is not consistently applied across all channels. In that case, it can lead to clarity and a lack of customer trust. Make sure that if you are spending the time and money to rebrand you hire a professional and carry it through all your marketing.

How Rebranding Can Affect Sales, Customer Interaction, and More

A successful rebrand not only impacts sales and customer interaction, but can also significantly impact the owner’s confidence in their brand or company. A company can feel more confident by presenting a modern and innovative identity that resonates with its target audience’s needs and preferences.

In addition, a fresh, creative marketing campaign can generate buzz and excitement around a company’s new look and feel, further boosting confidence in the brand’s potential for success. This can positively impact sales, as brand owners become more confident in their advertising and marketing campaigns.

When a company is confident in its identity and messaging, it can create a more compelling and memorable customer experience that fosters engagement and interaction, increased loyalty, repeat business and positive sales and revenue.

On the other hand, a poorly executed rebrand can result in a loss of customers and revenue, as well as negative word-of-mouth that can be challenging to overcome. Working with professionals that have branding and marketing experience is crucial to ensure that the process is executed effectively.

They can provide valuable insights and expertise in market research, messaging, and visual identity, resulting in a successful rebrand that maximizes the potential for growth and success.

August 12, 2024

Branding, Color, Color Theory, Customers, Fonts, Logo Design, Personal

How to Create a Cohesive System of Design For Your Business

The Systems & Workflow Magic Podcast Featuring Tracey Albrecht

Are you a new business owner wondering how to create a systemm of design that not only looks great but also stands the test of time? In today’s competitive market, achieving a consistent and cohesive system of design is essential for your brand’s success.

Today we will guide you through the strategies to develop a system of design that leads to a cohesive brand. By focusing on cohesion, you can ensure that your brand remains consistent and impactful across all your design platforms, helping you to build a strong foundation for your business.

Recently, we had the pleasure of being featured on Dolly DeLong on her The Systems & Workflows Magic Podcast, where we discussed these very topics.

Join us as we explore the steps to creating a design that truly stands out. You can keep reading to learn how to implement these strategies for your own business, or you can listen to the full episode here.

How To Create a Cohesive System of Design

Let’s go over how you can create a cohesive system of design for your business with these topics:

Lay the Foundation: Begin Building a Design System
Foundation Step 1: The 5 W’s of Logo Design
Brainstorming: Gather All Your Ideas
Fonts are First
Choose a Color Palette
Find Imagery
Coherency: Requires a Gauge to Get It Right
Listen to Your Customers
Rebranding is Not Detrimental
Formulate: The LOGO Formula
Consistency: Clear Client Journey Across All Platforms
Ensuring a Seamless Experience
Building a Strong Brand Identity Through a Cohesive System of Design

Lay the Foundation: Begin Building A System of Design

As you begin to establish your system of design, it’s important to lay the correct foundation. The first step in our streamlined logo design process is the same for both our in-person clients and also our Logo RX clients and is called the 5 W’s. The 5 W’s were created to help our clients lay a solid design foundation for their business. Once you have all 5 W’s confirmed and written down on paper, then you can move on to the next level of the design process.

Foundation Step 1: The 5 W’s of Logo Design

As you begin to build the foundation of your logo or branding, or even product branding, you will need to consider these 5 W’s. This foundation step of your system of design does not include any actual design work. This step is just about considering, collecting, and writing down information. As you start working on the 5 W’s, take no more than 45 minutes to complete your answers for all 5 of the W’s.

WHO: Who are Your Ideal Clients?

Who are your ideal clients is a great place to start. Think about who you want your perfect target audience to be and what their needs and preferences are. Go ahead and write that down.

WHAT: What Do You Want People to Say About Your Company?

Moving on to what do you want people to say about your company? Determine the key messages and values your brand should convey. As you reflect on your company’s mission and vision, think about the emotions you want your brand to evoke in your potential customers. What thoughts and emotions should your brand trigger in your audience?

WHERE: Where Will You Use Your Logo?

Next, you need to think about where you will use your logo. Identify all the places where your logo will be displayed (e.g., website, social media, signage). Ensure the logo design is versatile and adaptable to various mediums. Some of the best logos are very simple and easy to recognize in different formats.

WHEN: When You Think About Your Company, What Comes To Mind?

Moving on, it’s time to think about your company values, and how you can integrate those values into your branding. You’ll want to ensure consistency between your values and how you visually want to represent those values.

WHY: Why It’s Important to Have a Professional-Looking Logo?

Finally, it’s time to look at why it’s important to have a professional-looking logo. Take a moment to recognize the impact of a professional logo on your business’s credibility. Consider the next steps in your business and how your branding supports these goals. Then take some time to evaluate the benefits of hiring a professional versus DIY options.

If you want to learn even more about the 5 W’s of design, read this post, 5 Things You Need to Know Before Designing a Logo.

Step 2 – Brainstorming: Gather All Your Ideas

As we continue on with our system of design, let’s move on to step 2, the brainstorming step. In this step you will spend a lot of time gathering all your ideas. It’s up to you where you want to gather these ideas, either a Google doc, or a Pinterest board, or even just pen and paper.

Fonts are First

If you have a company name and tagline, start by writing them out on paper. If you don’t have either of these yet, it’s a great time to start writing out any ideas you do have for the name and tagline.

Next, start looking at font combinations that you like and remember to also keep in mind all you decided during our Foundation Step. Refer back to the 5 W’s and keep them in the forefront of your mind as you look at fonts.

It’s important to note that you don’t want to just choose a font that you like, but instead, you want to choose a font that encompasses the 5 W’s and how you want your company to be represented to your potential customers.

Choose a Color Palette

After you have picked the right font combination, it’s time to choose colors. Colors are so much fun, but you can also spend more time choosing colors than is necessary. Just keep that in mind when you are playing with color palettes. Here are a few things to consider when you are trying to pick colors.

Colors can trigger different brain responses, so before you choose a color just because you personally like it, you’ll want to consider the psychological responses that some colors can trigger. For example, blue is a calming color and red can cause people to feel aggressive.

Take time to consider your ideal customer and what they are looking for and would hope to achieve with your business and then make color choices based off of that. If you want to attract a certain clientele, make sure your logo color choices won’t repel them. For example, if your business is targeting men in the financial advisory sector, you probably don’t want to choose a super feminine font and use a lot of pink and purple tones in your logo.

If you want to attract a certain client, you’ve got to research what color palettes speak to them. Don’t get stuck with trying to be trendy and realize your logo doesn’t look professional at all.

If you want to learn more about colors and what each one means, read this post: Drawing In Clients, a Guide to Creating an Irresistible Brand Color Palette.

Find Imagery

Next, you’ll want to find imagery that flows well with your branding. If you want to incorporate an icon or some imagery into your logo, now is the time to start looking for one. Jump on Google and do some image searches and collect the images that you like.

You can even spend some time looking at what your competition’s logos look like. You don’t want to steal their ideas, but it’s always a good idea to see what others are doing because often it can spur some great ideas of your own.

Step 3 – Coherency: Requires a Gauge To Get It Right

Listen To Your Customers

As you continue to create a system of design for your business, it’s important to listen to your customers. The best gauge you have on if you are getting stuff right, is your perfect client.

Have a handful of at least 10 customers that you poll in order to find out their preferences. Offer them a poll and give them a few logo design choices and see which one they like best. Ask for their feedback. If your perfect customer is repelled by the design you have made – whether it’s the colors or the fonts, it’s important to listen to that feedback.

The wrong colors can have a major impact on your brand and how your customers perceive your brand identity. Your brand might appear to be a cookie shop when you are really a hair salon. Another example of poor choice of color is using only feminine colors in branding when your business serves everyone—not just women.

Just carefully consider the message your colors convey to ensure they accurately reflect your brand’s identity and appeal to your target audience.

Rebranding Is Not Detrimental

If you’ve made it this far in this post and you know it’s time for a rebrand, it’s ok! Rebranding is not a detrimental decision. Sometimes it’s the best gift you can give your business.

Giving your business the gift of cohesiveness will give you confidence in return. Knowing your brand looks good will boost your ego to get out there and sell even more! You want to get to the point where you know you can sell stuff because you are positive your brand looks good.

Step 4 – Formulate: The LOGO Formula

Our next step in our system of design is to formulate a plan for your logo, and the plan we like to use is called the LOGO Formula. Each step of the LOGO Formula will teach you how to create a logo, just like we teach our clients at Soapbox Studio every day.

L=Layout

Starting with layout is the first step of the LOGO Formula. Layout is maneuvering around the type and fonts. Start by writing out your company name and tagline on a blank page in Canva or Illustrator. As you start playing with fonts that you liked from your brainstorming step, you can change the words into all uppercase, or all lowercase. Try different variations until you find some you like.

O=Organize

Our next step is to organize those elements and try different layouts. You can try tilting the letters or repositioning them by pulling out the first letter of each word. Move around the elements on your page and organize them in different ways.

G=Graphics

Next, you will need to work with the graphics and imagery you collected in the brainstorming step. You’ll start by using the low-resolution version of your images and then once you fall in love with your logo you can purchase the high-resolution version of the images you’ve chosen. Make sure you choose imagery that you have copyrights for – and by all means, do not choose free stock images.

O=Optimize

Finally, you will want to optimize and tighten everything up. This is the last step of evaluation you will do before you finalize your logo. Pull everything together from fonts to colors to images and then take a step back and evaluate what the work you’ve done. That’s it! Your logo is done.

These are the exact steps we take with each of our logo design clients. Normally this process takes a few hours. If you put the work into the front end of the process by completing the 5 W’s and the Brainstorming step, then your actual logo design time will go so much faster and smoother. If you decide to hire a designer to do the work, handing them this pre-work will make their job much faster and require less billable time.

Step 5 – Consistency: Clear Client Journey Across All Platforms

Ensuring a Seamless Experience

It’s important to make sure your customer has a clear and consistent client journey across all your platforms. Starting with your website, moving to your socials, and everything else, no matter what part of your business a potential customer sees, it should all be consistent.

Creating a brand guide to go along with your logo is a great way to make sure you have consistency across all your platforms. A brand guide will include your logo, but also your brand colors, fonts, font sizes, and imagery. It’s a great resource to give to anyone who works with your brand.

If you hire a designer to help you design your website, you can give them your brand guide to make sure the site is designed per your determined guidelines. If you hire help for any part of your system of design, they will be so happy you have a brand guide to follow for consistency.

Over time your branding consistency will pay off because your customers will begin to recognize your brand. They will see something and know for sure it’s from you and your brand and that’s when you know you have nailed this final step in your system of design.

If you know you need to work on your logo or branding and want help, feel free to check our packages. We’d love to help!

Building a Strong Brand Identity Through a Cohesive System of Design

In today’s competitive market, establishing a cohesive system of design is crucial for any new business owner aiming for long-term success. A well-structured design system not only enhances the aesthetic appeal of your brand but also ensures consistency across all platforms, building a strong foundation for your business.

By focusing on core elements such as your logo, color palettes, and typography, you can create a unified and recognizable brand identity.

By following the necessary steps to develop and implement a cohesive design system, including laying the foundation, brainstorming ideas, gauging coherency, working within the LOGO Formula, and maintaining consistency throughout your branding efforts, you will create an amazing brand identity.

July 25, 2024

Branding, Color, Color Theory

How to Choose the Best Classic Colors for Your Brand

Choosing the best classic colors for your brand can be overwhelming, especially if you need help knowing where to start or why classic colors are beneficial.

Why Choose Classic Colors For Your Brand?

Let’s start with the burning question: Why should you choose classic colors for your brand? The short answer is that they not only convey professionalism, trust, and relatability to your ideal audience but also provide a sense of timelessness and endurance.

These timeless hues help establish a solid and consistent brand identity that resonates with a broad range of customers, giving you confidence that your brand will stand the test of time.

If you find choosing a classic color palette challenging, keep reading for five easy steps.

How to Choose Classic Colors For Your Brand

Let’s go over the strategy of choosing classic colors for your brand with these topics:

Possible Pitfalls When Choosing Brand Colors

Choosing the Wrong Colors For Your Ideal Audience
Not Having Contrast In Your Palette
Choosing Too Many Colors
Choosing Trendy Colors

What is a Classic Color
Examples of Classic Color Palettes
Steps To Choose Classic Colors For Your Brand

Step 1: Identify Your Business
Step 2: Understand Your Ideal Customer
Step 3: Analyze Your Competition
Step 4: Brainstorm Harmonious Colors
Step 5: Develop Your Color Palette

Get Started – Choose Your Classic Colors

Possible Pitfalls When Choosing Brand Colors

While choosing brand colors is an exciting and creative process, it’s important to be aware of potential pitfalls to ensure it remains enjoyable and effective. By understanding these common mistakes, you can steer clear of them and make the process smoother and more successful.

Choosing the Wrong Colors for Your Ideal Audience

One of the most crucial aspects of choosing brand colors is to consider the preferences and expectations of your target audience. Colors have the power to evoke emotions and influence perceptions, making it essential to select colors that resonate with your ideal customers. This understanding is key to creating a brand that connects with your audience – you can learn more about this by reading this post: Crafting Credibility: The Secrets Of Good Graphic Design For Business.

Just carefully consider the message your colors convey to ensure they accurately reflect your brand’s identity and appeal to your target audience.

Not Having Contrast in Your Palette

Ensuring that your brand color palette has contrast is a big deal. What does it mean to have contrast in your palette? Contrast simply means not using all the same tones. There is a noticeable difference in brightness, hue, or saturation between different elements in your design.

If the contrast is too low, your potential client will not be able to read it clearly. There are websites like Constrast Checker that can check the contrast of your colors.

You can also use black and white in your color palette, especially on your website, to help alleviate accessibility issues.

Choosing Too Many Colors

While incorporating various colors into your brand can seem exciting and vibrant, it’s crucial to exercise restraint to avoid diluting your brand’s impact. When you use too many colors, your brand identity can become forgettable, which is the opposite of what you want to achieve.

Limiting your color palette to no more than five main colors is a practical guideline to maintain coherence and memorability. This manageable selection ensures your brand remains visually consistent across various platforms and materials. Each color should serve a distinct purpose, whether it’s for primary branding elements, accents, or backgrounds.

If you are drawn to more than five colors you’d like to incorporate, consider using mdigi.tools to refine your classic color palette. This tool allows you to adjust the brightness or darkness of your chosen colors, providing subtle variations that offer contrast while maintaining overall cohesiveness.

By adhering to a concise color palette and utilizing tools to refine your selections, you can create a visually striking brand identity that leaves a lasting impression on your audience. Remember, it’s not about how many colors you use but how effectively you use them to communicate your brand’s message and values.

Choosing Only Trendy Colors

While it can be tempting to hop on the latest color trends, exercising caution and restraint is essential. Relying solely on trendy colors poses a significant risk to your brand identity because these trends are transient and subject to change with each passing season or fad.

Opting for trendy colors may give your brand a contemporary and fashionable appearance in the short term. However, your brand’s visual identity may become outdated and irrelevant as trends evolve. This frequent need for updates can lead to inconsistency and confusion among your audience.

Instead, prioritize selecting colors that transcend fleeting trends and stand the test of time. Your brand colors should evoke a sense of trust, professionalism, and reliability, regardless of the current fashion. Choosing timeless colors establishes a strong foundation for your brand identity that remains relevant and resonant over the long term.

Use trendy colors sparingly as accents or secondary elements, allowing your core colors to anchor your brand identity firmly.

What is a Classic Color?

Classic colors are timeless and enduring, maintaining relevance and appeal across generations and trends. Unlike trendy hues that come and go with changing fashion, classic colors possess a timeless quality that transcends fleeting fads.

Typically, classic colors are foundational shades that evoke a sense of stability, sophistication, and reliability. They are the backbone of your brand’s visual identity, providing a solid base to build your brand image.

Among the most widely recognized classic colors are black, blue, green, red, and gold. These hues have endured and continue to be embraced in various contexts, from fashion and design to branding and marketing.

Examples of Classic Color Palettes

Classic Palette #1 – Fun/Food

Our first classic color palette expresses a vibrant business, from food and drink to news and information. Taking a look at each individual color you will see different attributes.

#BB2009 – A bold and vibrant shade of red, giving a strong, energetic feel.

#F54D14 – A bright, warm orange that adds a lively and dynamic touch.

#F4B001 – A rich, sunny yellow, which brings a cheerful and optimistic vibe.

#F7E4E6 – A soft, pastel pink that provides a gentle and soothing contrast to the bolder colors.

#20688E – A deep, cool blue that offers a refreshing balance to the warm tones.

#221D1A – A dark, earthy brown, adding depth and grounding to the overall palette.

These colors together create a harmonious and visually appealing combination, perfect for a variety of businesses. The skateboard, sunglasses, and striped socks in the image utilize this palette, illustrating how these colors can be effectively used in practical, classic ways.

Classic Palette #2 – Finance/Business

This color palette is perfectly suited for the wealth and finance industry, conveying professionalism, stability, and trust. Let’s look closer at each color.

#345B36 – A deep green that signifies growth, stability, and prosperity.

#A6A6A6 – A neutral gray that adds a sense of balance, calmness, and professionalism.

#E5E7E9 – A very light gray, almost white, which conveys clarity, simplicity, and sophistication.

#8FCOE8 – A soft blue that evokes trust, dependability, and tranquility.

#2A4E6C – A muted blue that suggests strength, reliability, and intelligence.

#0D1D2E – A dark navy blue, giving a sense of authority, confidence, and formality.

These colors together create a refined and elegant palette, ideal for the financial sector. The deep greens and blues project a sense of reliability and trust, essential in the industry, while the grays and light blue add balance and clarity, making this combination visually appealing and highly functional for corporate branding and professional presentations.

The use of such a palette can help instill confidence in clients and stakeholders, reinforcing the stability and credibility of the financial institution.

Classic Palette #3 – Architecture

This color palette is ideal for an architecture or business company, reflecting a professional and sophisticated aesthetic. The palette consists of six distinct colors:

#C1282E – A bold red that conveys strength, determination, and professionalism. It can be used for accents to draw attention and highlight important elements.

#04399Z – A deep, rich blue that exudes trust, stability, and intelligence. This color works well as a primary color for backgrounds or large elements.

#7494BC – A soft, muted blue that adds a touch of calmness and reliability. It’s perfect for secondary elements or backgrounds to complement the primary colors.

#BAB5AD – A neutral light gray that brings a sense of balance and neutrality. It serves as a great background or base color to ensure other colors stand out.

#89857F – A darker gray that introduces depth and sophistication. It can be used for text, outlines, or smaller details to provide contrast.

#000000 – A classic black that is essential for sharpness and definition. It’s ideal for text, borders, and any elements that require high visibility and clarity.

These colors together create a cohesive and polished look that is perfect for an architectural or business context. The bold red and rich blue establish a strong visual identity, while the muted blue, light gray, and darker gray offer a balanced and professional backdrop.

The black provides the necessary contrast to ensure readability and clarity, making this palette versatile for both digital and print applications.

Classic Palette #4 – Tech

This color palette is ideal for a technology company, reflecting a modern and sleek aesthetic. The palette consists of six distinct colors:

#1B6897 – A deep, vibrant blue that conveys trust, reliability, and professionalism. It can be used for primary elements to create a strong visual presence.

#4990B8 – A medium blue that exudes calmness and stability. It works well for secondary elements and provides a harmonious complement to the deeper blue.

#B7D8EF – A light blue that adds a sense of openness and freshness. It is perfect for backgrounds or large areas to maintain a clean and modern look.

#E5EEFB – An even lighter blue that brings a touch of softness and neutrality. It can be used for backgrounds or accents to create a sense of space and clarity.

#A6A6A6 – A neutral gray that adds balance and sophistication. This color is ideal for text, borders, or other elements where subtle contrast is needed.

#000000 – A classic black that ensures sharpness and definition. It’s essential for text, icons, and any elements requiring high visibility and clarity.

These colors together create a cohesive and contemporary look that is perfect for a technology context. The deep and medium blues establish a trustworthy and professional identity, while the light and very light blues provide a clean and modern backdrop.

The neutral gray offers balance and sophistication, and the black ensures high visibility and sharpness. This palette is versatile for both digital interfaces and print materials, making it ideal for a technology company’s branding and communication needs.

Classic Palette #5 – Natural Living

This color palette is ideal for a health and wellness, homesteading, or natural food company, reflecting a vibrant and earthy aesthetic. The palette consists of six distinct colors:

#765E3C – A rich brown that conveys stability, reliability, and a connection to the earth. It can be used for primary elements to ground the design and add warmth.

#AC8F70 – A soft, muted beige that exudes calmness and approachability. This color works well for secondary elements, providing a harmonious and natural feel.

#EBE481 – A light, pastel yellow that adds a touch of freshness and energy. It is perfect for accents or backgrounds to create a bright and welcoming atmosphere.

#91CB3E – A vibrant lime green that symbolizes growth, health, and vitality. This color is great for highlighting important elements and adding a pop of color.

#4C934C – A medium green that introduces balance and harmony. It can be used for larger areas or backgrounds to maintain a natural and soothing look.

#19381F – A deep, forest green that ensures depth and sophistication. It’s ideal for text, borders, or elements requiring high contrast and readability.

These colors together create a cohesive and refreshing look that is perfect for a health and wellness, homesteading, or natural food context. The rich brown and muted beige establish a grounded and approachable foundation, while the pastel yellow and lime green inject energy and vitality.

The medium green offers balance and harmony, and the deep forest green ensures readability and sharpness. This palette is versatile for both digital interfaces and print materials, making it ideal for branding and communication needs in the health and wellness, homesteading, or natural food industries.

Steps to Choose Classic Colors For Your Brand

The steps to choose the best classic colors for your brand are not only effective but also easy and straightforward, providing you with a reassuring guide through the process.

Step 1: Identify Your Business

Start by empowering yourself with a clear understanding of your business. Spend a little time making a list of what your company does. This foundational step is crucial because understanding your business’s core activities, values, and mission will guide all your subsequent branding decisions, including color choices.

Clearly defining your business helps ensure that every element of your brand, including colors, aligns with and reinforces your brand identity, giving you the power to shape your brand’s perception.

After you have a clear understanding of your business, think about the colors that are already associated with your brand. Evaluate these existing colors and consider incorporating them into your new palette instead of fighting them.

Additionally, color theory should be researched to understand better how different colors interact and the emotions they evoke. For more in-depth guidance on color theory, read this comprehensive post: Finding the Right Colors for Your Brand.

Step 2: Understand Your Ideal Customer

To effectively choose the best classic brand colors, it’s crucial to understand your ideal customer. Start by considering color preferences from the perspective of your target audience, not just your personal favorites. This ensures that your color choices resonate with your clients and don’t inadvertently repel them.

Choose colors that align with your product and industry to help your customers easily understand your brand. For instance, green might be ideal for a business in the food industry focused on salads, while pastel colors would be fitting for a company making custom baby blankets.

Additionally, consider the cultural and emotional impacts of your color choices, as different colors can evoke various meanings and associations in different cultures.

Testing your color palette and gathering feedback from a sample of your target audience can provide valuable insights into how your colors are perceived. By aligning your color choices with your audience’s preferences and the nature of your product, you can create a color palette that enhances brand recognition and appeal.

Step 3: Analyze Your Competition

Researching your competition’s colors is essential for developing your brand’s color palette. Start by identifying your main competitors and analyzing their branding to note the primary and secondary colors they use across various platforms. This analysis will help you identify industry trends and understand which colors are commonly associated with specific messages or emotions in your industry.

Recognizing these trends can guide you in selecting colors that convey the desired attributes of professionalism, trust, or innovation relevant to your brand.

While understanding industry standards is essential, differentiating your brand is equally crucial. Look for opportunities to stand out by choosing unique color combinations or shades that set your brand apart.

Step 4: Brainstorm Harmonious Colors

When brainstorming harmonious colors for your brand, first, let’s briefly examine what colors mean. Each color evokes different emotions and associations, significantly impacting how your brand is perceived.

For example, blue often conveys trust, professionalism, and calmness, making it a popular choice for corporate and tech brands. Red is associated with energy, passion, and urgency, which can be effective for brands looking to evoke excitement or stimulate action.

Green symbolizes health, tranquility, and nature, making it ideal for eco-friendly and wellness brands. Yellow represents happiness, optimism, and warmth, which can be great for brands aiming to appear friendly and approachable. Understanding these basic color meanings can help you craft a color palette that aligns with your brand’s core values and message.

However, to create a truly effective color palette, it’s crucial to research color meanings and how they specifically relate to your brand and industry.

Spend more time studying color theory, including how different colors interact and their psychological effects on your target audience. You can learn more about the psychology of color by reading this post: Drawing in Clients: A Complete Guide to Creating an Irresistible Brand Color Palette.

Step 5: Develop Your Color Palette

Developing your color palette is crucial in solidifying your brand’s visual identity. Experiment with color options using online tools like Developing your color palette is crucial in solidifying your brand’s visual identity. Experiment with color options using online tools like https://mdigi.tools/lighten-color. This tool allow you to adjust shades, create harmonious combinations, and visualize how different colors interact. They are invaluable for refining your choices and ensuring that the colors you select complement each other well.

If you find the process overwhelming or want a professional touch, consider hiring a designer or branding expert. Professional help can provide insights and expertise that ensure your color palette is visually appealing and strategically aligned with your brand’s identity and goals.

Soapbox designers can help interpret color theory and industry standards to craft a palette that stands out while resonating with your target audience – get in touch with us here.

Get Started – Choose Your Classic Colors

Now, it’s time to start choosing the best classic colors for your brand! To start creating your palette, choose your first classic color. This foundational step sets the tone for the rest of your color scheme. Your first color should embody your brand’s core values and personality. Once selected, use a color-picking tool to explore complementary and harmonious shades.

Remember the meanings and psychological impacts of colors and what works best for your industry. Based on this initial choice, add your second color. Continue this process, adding up to two or three more colors, until you’ve created a cohesive and balanced color scheme that you love and effectively represents your brand. You can ensure a solid and memorable visual identity by methodically developing your color palette with these tools and strategies.

June 3, 2024

Branding, Color, Color Theory, Fonts, Logo Design, Print Design, Video, Web Design, Wordpress

Crafting Credibility: The Secrets Of Good Graphic Design For Business

If you have ever wondered if good graphic design matters for your business, the answer is yes! Good graphic design plays a very important role in the overall success of your business because it’s true what they say: people “judge a book by its cover,” and potential clients judge a business by the way it visually looks online or in print.

Not only do potential customers judge your business by its looks, but the look of your brand significantly impacts customer engagement and brand reputation.

Your business brand image conveys your overall brand identity and business values and has the potential to attract your ideal client. Professional graphic design for your business is crucial for attracting potential customers and subtly repelling those who do not align with your offerings.

The Secrets of Good Graphic Design For Business

Let’s go over the secrets of good graphic design for your business with these topics:

What Graphic Design Is & Is Not
Understanding the Different Types of Design For Your Business
Utilizing Graphic Design for Business Success
How Graphic Design Can Increase Your Business Credibility
Secrets of Effective Graphic Design
How Do You Know If It’s Time To Hire a Professional Designer?
Elevating Business Success Through Good Design

What Graphic Design Is and Is Not

Graphic Design IS:

It’s easy to get confused about what graphic design IS. At its core, graphic design is indeed an art form—a dynamic blend of creativity, visual communication, attraction, and problem-solving.

It’s the art of visually organizing information and ideas in a way that is not only aesthetically pleasing but also functional and meaningful. Quality graphic design extends beyond mere aesthetics; to attract the right clientele, engaging the services of a professional designer is essential.

Professional designers possess a wealth of knowledge and expertise in visual communication, enabling them to craft designs that effectively convey messages, evoke emotions, and resonate with your target audience.

Their understanding of color theory, typography, layout principles, and industry trends allows them to create visually appealing and cohesive designs. These designs will leave a lasting impression and make it easy for potential customers to understand what your business is all about and what you are selling.

Additionally, professional designers have access to specialized industry tools and software, enabling them to execute their creative vision with precision and efficiency. Adobe Illustrator and Adobe Photoshop are two programs that Soapbox Studio designers use on a daily basis.

Graphic Design Is NOT:

On the flip side, it’s important to understand what makes graphic design so specialized. First of all, graphic design is NOT easy. It takes a lot of practice, training, skill, and attention to detail. All Soapbox Studio designers have their bachelor’s degrees, and the combined experience of our lead designers on staff is over 50 years!

Graphic Design is also NOT just pretty images and fonts; it plays a crucial role in shaping a brand’s image. Design is about strategically leveraging design elements to communicate a brand’s values, personality, and message.

Through the careful selection of colors, font pairing, imagery, and layout, graphic design helps to establish a cohesive and memorable brand identity that resonates with the target audience.

Graphic Design is NOT just about choosing a template in Canva or a similar program and then choosing another template when you are bored with the first one. Good graphic design for your business is strategic and should blend cohesively with your brand guide and company image through thoughtful intention, always with the business’s client in mind.

Understanding the Different Types of Design For Your Business

Branding

To understand the different types of design your business can utilize, it’s important to learn what each type includes. First, there is branding, which includes your logo, brand guide, company color schemes, signature fonts, and samples of the type of imagery.

At the forefront of branding is your logo, the visual symbol that is the cornerstone of your brand identity. Alongside your logo, a well-defined brand guide provides a roadmap for maintaining consistency and cohesion across all brand touchpoints. Then, you will convey your brand’s tone and style from the company’s color schemes and signature fonts. Each component is crucial in reinforcing your brand’s identity and fostering recognition and trust among your audience.

The secret to credibility is using a professional brand guide. If you don’t already have one, have Soapbox Studio create one for you, or take a look at our Logo Rx package if you need a logo designed. You’ll want to use it whenever you hire a graphic designer to create designs for your business.

Pass it along to anyone working on your visuals or promotions. Keeping a cohesive look throughout your business establishes you as a rock-solid company.

Website

Our next type of graphic design for your business is your website. In today’s digital age, your website serves as the digital hub for your brand, making it one of the most important elements of your online presence. It’s not just a collection of web pages; it’s a dynamic platform that showcases your products, services, and brand identity to the world.

A professional website takes time to build and pull together all the foundation pieces that make it a great home for your business. It’s where you will showcase what you offer and who you are to everyone on the internet.

Adding cool pictures and graphics helps make it look even better. But it’s not just about looks; your website is also a powerful tool for growing your business. By making it easy for people to find you on search engines, giving them clear ways to get in touch, making purchases or payments, and using smart marketing tricks, your website can turn visitors into customers. So, investing in a top-notch website is key to making a big impact and getting ahead online.

Marketing

Our next type of graphic design for your business. Marketing encompasses diverse strategies and tactics to promote your products or services and attract customers.

From eye-catching advertisements to visually striking graphics across various channels, such as slide decks, email campaigns, and print materials, graphic design plays a pivotal role in capturing the attention of potential customers and conveying your message effectively through cohesive marketing.

Social Media Graphics

Let’s explore the next type of graphic design your business can implore – social media graphics. In today’s digital age, social media platforms have become indispensable tools for businesses to connect with their audience, build brand awareness, and drive engagement.

Social media graphics encompass various visual content specifically tailored for these platforms, including posts, stories, banners, profile images, and advertisements.

Effective social media graphics are designed to inform and capture the attention of your target audience as they scroll through their feeds. To ensure maximum impact, they should be visually appealing, on-brand, and optimized for each platform’s unique specifications.

Published Content

Our next form of graphic design for business is published content. Newsletters, flyers, books, annual reports, and any other design you publish fall into this category.

Well-designed published content should capture readers’ interest with eye-catching visuals like featured images and infographics. Similarly, effective email newsletter design, with visually appealing layouts and compelling graphics, boosts engagement and drives conversions by optimizing readability across devices.

Digital Products

Your digital products are also a vital type of graphic design for your business. The digital products your business might create are workbooks, guides, checklists, lead magnets, slide decks, and more.

These products encompass a wide range of digital assets and experiences designed to enhance user engagement, streamline processes, and deliver value to customers.

Digital products have become an integral part of modern business strategies, and graphic design plays a crucial role in shaping their effectiveness and appeal. These digital assets serve various purposes, from educating and engaging audiences to generating leads and driving conversions. The better your digital products look, the more you will sell.

Video

Our final type of graphic design for your business is video. Video could be in a category all on its own, but has emerged as a powerful medium for communication, storytelling, and engagement. From short promotional clips to in-depth tutorials, video content offers businesses a dynamic and versatile platform to connect with their audience in a meaningful way.

Video graphic design encompasses a wide range of elements, including title graphics, visual effects, motion graphics, typography, branding elements, and more. These elements come together to create visually compelling and cohesive video content that will capture your customers’ attention and effectively communicate your brand message.

Utilizing Graphic Design For Business Success

Now that you understand the different types of graphic design for your business let’s explore how to utilize them successfully.

The best way to utilize graphic design in your business is to take a three-fold approach. You’ll want to make sure you have effective design strategies in place in these three areas of your business: print, web, and digital.

Effective Use of Print Design

First, let’s consider the realm of print design. Despite the digital age’s dominance, print materials remain a powerful tool for businesses to connect with their audience in tangible and memorable ways.

From business cards and brochures to posters and packaging, print design offers numerous opportunities to showcase your brand identity and convey your message effectively.

By investing in a professional print designer, businesses can leave behind the homemade look and provide a lasting, credible impression on customers and prospects, driving brand recognition and loyalty.

How To Best Use Web Design

Next, we have web design, which plays a central role in shaping your online presence and customer experience. Your website serves as the digital hub for your business, making it essential to prioritize user-friendly design, intuitive navigation, and visually engaging content.

From responsive layouts and compelling imagery to seamless functionality and intuitive navigation, effective web design is essential for capturing your visitor’s attention, driving engagement, and encouraging conversions.

A top-notch website serves as a tool for potential customers to learn everything they need to know about your business and inspires them to go down a path that will end in reaching out and further engaging your business.

The Best Use of Digital Design

Finally, digital design encompasses a wide range of assets and experiences that businesses leverage to connect with their audience in the digital realm. This includes social media graphics, slide templates and presentations, digital ads, and multimedia content such as videos and animations.

By adopting a strategic approach to utilizing digital design, businesses can create visually compelling and impactful digital experiences that resonate with their audience, drive engagement, and, ultimately, achieve their business objectives.

Professional design should be used purposefully across all three of these strategies, and when it is, magic happens! Your brand will automatically be elevated into a business you can be confident and proud of, which naturally boosts your sales.

How Graphic Design Can Increase Your Business Credibility

We talked a little bit about how professional graphic design can increase your business credibility, but let’s dive a bit deeper. The key to effective graphic design lies in creating visuals that not only appeal to your personal preferences but also resonate with your client.

It’s crucial to create designs that catch the eye and appeal to what people naturally like. Instead of going with personal preferences, consider what your audience enjoys. Professional design is vital because even if your clients can’t explain why they like it, they’ll notice and avoid anything that looks amateurish.

Through cohesive visual elements such as logos, color schemes, typography, and imagery, graphic design helps establish a consistent and recognizable brand image across all touchpoints.

Consistency in branding instills confidence and trust in your audience, signaling professionalism, reliability, and attention to detail.

As customers encounter your brand consistently across various platforms and communications, they develop a sense of familiarity and reliability, which in turn strengthens your business’s credibility. This credibility drives conversions and customer engagement and fosters deep customer loyalty.

Fostering deep customer loyalty is another significant benefit of credibility established through graphic design. When customers trust your brand and have positive experiences with your products or services, they are more likely to become loyal advocates who continue to support and promote your business over time.

Secrets of Effective Graphic Design

Not only is it crucially important to build customer loyalty and business credibility through strategic design uses, but it’s also helpful to learn the secrets to effective graphic design.

Secret #1: Keep It Simple

Secret #1 is to remember when in doubt, to keep your designs simple. Don’t use more than a few fonts in a design; if it’s a publication, 3 is plenty. The headline can be a display font, body copy font, and subhead font. In a logo, if you are not a professional, don’t use more than 2 fonts. Simple is key.

Too many fonts or graphics look confusing or even messy and unprofessional. When your customers are confused, they will not buy what you are offering, so make sure the designs you choose to represent your brand are simple and clear.

Secret #2: Limit Font Types

When you are working with fonts, make sure you limit the number of typefaces in each design piece. Also, remember that script fonts are hard to read, so it’s best to use them sparingly across your marketing. Don’t use scripts or handwritten fonts in all caps or increase the letter spacing on them. It’s a telltale sign of an amateur designer.

Secret #3: Utilize White Space

White space in a design is not a bad thing; in fact, it’s a good use of design. Every design needs a place for the eye to rest, and often, the best place for that is white space. By strategically using white space, give your customer a chance to pause and truly ingest what you are offering. Keep a good flow of content without overwhelming the viewer.

Secret #4: Use Consistent Branding

There is nothing more confusing to your customers than inconsistent branding. Your customer may become confused if your print design materials and your online presence don’t cohesively match.

And remember, confused customers do not buy what you are offering. It’s important to ensure that all design elements used in your branding and marketing are consistent and cohesive and utilize the same imagery, fonts, color scheme, and overall look and feel.

Secret #5: Use Professional or Quality Photos

If your business uses many stock images in its marketing, you may consider investing in a stock imagery service like Adobe Stock. Digital asset services will provide you with high-quality, legal-use images that you can use in various areas of your marketing.

If you have photos of yourself or your staff, invest in a photographer or someone skilled at photography who can do a professional photo shoot for you, even if it’s simply headshots for your website and social platforms.

One thing that can ruin your business’s credibility in one glance is poor-quality images of your business, staff, or the owner. No one wants to see the arm of a loved one attached, but attempted to be cropped out. Go the extra step to present your business as the professional that you are.

To learn our other great graphic design tips, read this post: Graphic Design Tips for Entrepreneurs.

How Do You Know It’s Time To Hire A Professional Designer?

You may be wondering if it’s time to go ahead and just hire a professional graphic designer to sell your products and offerings to your potential customers effectively. Let’s go over the two crucial facts that will help you determine whether it’s time to get professional help with your designs.

If Your Design Is Suffering

Knowing when to hire a professional designer is crucial for ensuring the success and effectiveness of your design projects. There are several key indicators that can signal it’s time to bring in professional expertise.

It’s time to hire a professional designer if your design efforts are falling short and your designs are not meeting your expectations or the needs of your audience. If a client seems confused about any part of your services, take a look at the design as well as the copy. Does design play a role in the confusion?

While it’s commendable to try to tackle design tasks on your own, there comes a point where you may need more than your skills and resources to achieve the desired results.

You might also want to seriously consider hiring when the stakes are high, such as for important branding initiatives, marketing campaigns, ads or product launches. Investing in professional design services becomes even more critical. Your brand image and reputation are on the line, and cutting corners on design could have significant consequences.

Effective design plays a pivotal role in capturing attention, generating excitement, and driving sales when introducing a new product to the market. Professional designers can help create compelling product packaging, eye-catching promotional materials, and engaging marketing assets that effectively communicate the value proposition of your new product.

First impressions are crucial in business, as they often determine how customers perceive your brand and whether they engage further with your products or services.

Your brand’s visual elements immediately impact potential customers, whether it’s your website, logo, business cards, or marketing materials. By investing in professional design, you can ensure that your brand makes a positive and memorable first impression.

When the Benefits Outweigh the Cost

While hiring a professional designer involves an investment, it’s essential to consider the long-term benefits and return on investment. Professional designers possess design expertise and specialized knowledge and skills in graphic design, enabling them to create visually compelling and effective designs that communicate your message effectively.

They also have unique skills and are trained to think creatively and outside the box, allowing them to come up with unique and innovative design solutions that set your brand apart from the competition.

Professionals can easily create unique designs that are custom and one-of-a-kind, tailored to your brand’s identity, values, and objectives. Unlike generic templates or DIY design tools, professional designers can develop unique and distinctive designs that reflect your brand’s personality and resonate with your target audience.

Graphic design professionals also understand design principles. They have a deep understanding of typography, color theory, layout, and composition. This knowledge allows them to create designs that are visually appealing, easy to navigate, and effectively communicate your message.

Get Your Time Back and More

Attempting to create designs yourself can be time-consuming and frustrating, especially if you lack the necessary skills and expertise. By hiring a professional designer, you can save time and energy that can be better spent on other aspects of your business while ensuring that your design projects are completed efficiently and to a high standard.

Professional design plays a crucial role in shaping your brand’s identity and perception. By investing in professional design services, you can elevate the quality of your branding materials, reinforce your brand’s visual identity, and create a consistent and cohesive brand experience across all touchpoints.

Well-designed branding and marketing materials can leave a lasting impression on your audience, fostering trust, credibility, and loyalty toward your brand. Professional design helps create memorable and engaging experiences for your customers, strengthening their connection with your brand and increasing their likelihood of repeat business and referrals.

And finally, hiring a professional allows you to charge more for your services. High-quality design reflects professionalism, quality, and attention to detail, which can justify higher prices for your products or services. Investing in professional design allows you to position your brand as premium and charge higher prices, ultimately increasing your profitability and competitiveness in the market.

Elevating Business Success Through Good Design

The importance of good graphic design for your business cannot be overstated. As the saying goes, people do judge a book by its cover, and the same holds for businesses. Your brand’s visual identity is the first point of contact with potential customers, shaping their perception of your business and influencing their purchasing decisions.

Not only does effective graphic design enhance the aesthetic appeal of your materials, but it also plays a crucial role in conveying your brand’s identity, values, and message. By investing in professional design services, you can create visually compelling and cohesive branding materials that leave a lasting impression on your audience, foster trust and credibility, and ultimately drive business success.

Whether you’re launching a new product, making a strong first impression, or seeking to elevate your brand’s credibility, knowing when to hire a professional designer is essential. When the benefits of professional design outweigh the cost, and when your design needs surpass your own capabilities, it’s time to prioritize investing in professional design expertise. By partnering with a skilled designer, you can unlock the full potential of your brand and set your business on the path to success in today’s competitive marketplace.

If you are ready to partner with a professional designer, check out our packages at Soapbox Studio or our Contact Us form and find out how we can help you craft credibility through quality graphic design in your business.

March 21, 2024

Branding, Color, Color Theory, Logo Design

Drawing in Clients: A Guide to Creating an Irresistible Brand Color Palette

When considering your branding color palette, have you ever wondered why colors matter? Does your audience care if your logo is yellow or pink? Choosing your branding color palette is a very important decision that all business owners will need to make, especially if you want to ensure your brand conveys the right message to your audience instead of repelling them.

In order to draw your clients in and create an irresistible brand color palette, you’ll first need to learn why color matters so much, the psychology of color and what colors actually mean, what a color scheme is, what you should include in your color palette, and how to choose the best color palette for your brand.

Before we begin, if you’d like to watch a YouTube video instead about brand color palettes:

Creating an Irresistible Brand Color Palette

Let’s go over these topics as we learn more about how to create an irresistible brand color palette that will have your audience begging for even more from your brand:

Why Color Matters For Your Brand
What to Consider When Choosing Colors For Your Brand
Psychology of Color
How To Choose A Color Palette For Your Brand
How to Expand Your Current Brand Color Palette
Color Variations
Tools You Can Use To Experiment With Your Color Palette
What Does a Brand Color Palette Include
Crafting an Irresistible Brand

Why Color Matters For Your Brand

I know it can seem silly to place so much importance on color, but in reality, color plays a vital role in establishing your brand identity. Colors are valuable to your brand, and thinking strategically about your brand color palette is important.

Colors possess the power to influence prospective customers, either positively, prompting them to make a purchase, or negatively, leading them to exit instead.

Your branding color palette has the ability to establish brand loyalty, making your audience feel compelled to stick with you. Choosing the wrong color can cause your customers to overlook you and your brand.

What to Consider When Choosing Your Brand Colors

When you are choosing your brand color palette, you’ll want to consider these things:

What colors align with your brand values?
What colors convey the essence of your company?
What do you want your potential customers to think when they see your branding?

These are all good things to take into consideration when you are trying to decide what colors should represent your brand identity. But before you can choose colors, it’s best to know what each color actually means by learning the psychology of color.

Psychology of Color

The emotional impact of colors is significant. Specific colors can evoke trust, reliability, affection, or happiness. While others may be linked to boredom, anger, sadness, greed, or panic. Recognizing this psychological aspect can help you build credibility with your intended audience.

Let’s briefly discuss some of the main colors and go over the positive and negative feelings associated with each color.

Red

The color red evokes positive feelings of power, confidence, ambition, passion, and strength. Some of the negative feelings associated with the color red are danger, anger, and aggression. Red brings out the strongest emotions of all the colors.

Orange

Orange is a color that portrays positive feelings of attention, happiness, adventure, sporty, playfulness, and spirituality. Some negative feelings that the color orange can bring out are crassness, pessimism, and being cheap. Orange is one of those colors that a lot of sports teams love to use.

Yellow

Yellow is one of those colors you either love or hate and often promotes positive feelings of warmth, the sun, energy, cheerfulness, positivity, and being alert. On the negative side, yellow tends to be abrasive, frustrating, and cause visual fatigue.

Green

Green is the color that represents wellness, and interestingly, consumers will buy more products with green packaging because it feels healthier. The color green promotes health, balance, growth, and money. On the flip side, its negatives are envy and illness.

Blue

Blue is one of the most popular colors, which is why it’s no surprise that you’ll find a lot of logos that have blue in them. The color blue represents calmness, productivity, stability, and sincerity. Some of the negative feelings associated with the color blue are feelings of sadness and loneliness, and is also one of the least appetizing colors out there.

Purple

Purple is a very polarizing color and tends to lean more toward femininity. The color purple often makes us feel creative, regal, imaginative, and brave. On the negative side, purple can evoke feelings of sadness and frustration.

Pink

Pink is a great color when targeting a female audience and often promotes feelings of romance, joy, vibrance, and freshness. Negatively, pink can make you feel girly, childlike, or vulnerable.

Brown

The color brown is the least favorite color for both men and women but is a very popular color for clothing. Brown can positively encourage feelings of security, reliability, and nature. On the negative side, brown can feel dull and lonely.

While all colors have different characteristics, it’s important to note what your target audience might be drawn to. It’s also just as important to be aware of what might turn them off when thinking and planning your branding color palette.

How to Choose A Color Palette For Your Brand

As you are trying to decide on a branding color palette, it’s important to understand color schemes. A color scheme is a thoughtfully chosen and organized set of colors you can use in your branding.

Professional designers leverage color schemes based on principles of color theory to ensure a harmonious and visually appealing outcome. It’s all about picking the right colors that play well together and give off the right feel.

Let’s go over the different color schemes and how they work so you can ensure you are choosing colors that complement each other.

There are 6 different color schemes that you can work with when you are choosing a brand color palette:

Monochromatic

Monochromatic (or mono) is a color scheme based on only one single color tint. It uses only variations (shades) of a single hue. When you choose a Monochromatic color scheme, it’s like sticking to one color and playing with different shades of it. It’s all about nailing variations of a single color.

Analogous

Analogous colors mean the color grouping has similarities and is next to each other on the color wheel. These color scheme types have close relationships with one another. Analogous colors are like BFFs on the color wheel. They’re the shades that just click and have a solid connection like they’re in the same color crew.

Triadic

A triadic color scheme consists of three colors. Unlike colors that sit next to or directly across each other, triadic colors are equidistant on the color wheel. When you join these colors, they form a triangle.

Triadic is all about the power of three! Pick three colors that are equally spaced on the color wheel, forming a triangle. They’re like the trio that brings that perfect balance.

Complementary

Complementary is a color scheme using one base color and its complement, the color on the opposite side of the color wheel. The base color is main and dominant, while the complementary color is used only as an accent.

Complementary is when you team up a main color with its partner in crime, the one on the opposite side of the color wheel. It’s like the dynamic duo, with the main color taking the spotlight and the complement adding that extra pop.

Split Complementary

A split Complementary color scheme uses two colors across the color wheel, with those two colors lying on either side of the complementary color. Split-complementary is like choosing a base color and grabbing its two sidekicks from across the color wheel. They create a team with a bit of contrast that keeps things interesting.

Square

The square color scheme is a four-color combination. The square color scheme is like a fab four! Start with a base color, and then add three more that are spaced 90 degrees apart on the color wheel. It’s like building a colorful square squad.

If you are unsure where to start when picking a brand color palette, choosing a color scheme is a great place to begin because you can be sure the colors in these groupings will look good together.

How To Expand Your Current Brand Color Palette

If you already have a brand color palette and you want to expand your color palette for new products or services you offer, a really easy way to do this is to look at the color wheel and create variations from your existing palette.

In order to create color variations, let’s first look at the different types of variants and how you would go about making them.

Color Variations

Hue: Pure Color

The hue is the pure, unaltered color itself. It represents the distinct quality of a color without any additions or modifications. For example, red, blue, and green are different hues.

Tint: Pure Color + White

Tint is created by adding white to the original hue. This lightens the color, resulting in a softer and pastel-like version. For instance, if you add white to red, you get various shades of pink.

Tone: Pure Color + Black & White

A tone is achieved by adding both black and white to the original hue. This process desaturates the color, creating a more muted and subdued version. It falls between the intensity of the pure hue and the lightness of the tint.

Shade: Pure Color + Black

A shade is produced by adding black to the original hue. This darkens the color, creating a deeper and richer version. For example, if you add black to blue, you obtain various shades of navy or indigo.

Tools You Can Use To Experiment With Your Color Palette

Try out this tool, mdigi.tools, to play with shades and tints. All you have to do is type in the HEX color code of any one of your brand colors and it will give you the shades and tints of that hue. This is an easy and fun way to expand your color palette.

Another fun tool to use when you want to play with different color variants is coolors.co. It’s a great way to look at different colors you might not have considered. You can also check out Pinterest for color ideas too.

What Does A Brand Color Palette Include?

After you have made some decisions on which colors your potential audience will be drawn to and what colors best represent your brand, you’ll want to create a color palette, and the best place to represent your palette is inside a brand guide.

Your brand guide should include your primary colors, secondary colors and accent colors, as well as your fonts and your logo.

With The LOGO RX, we can help with all aspects of your branding, from the logo to the brand guide. If you don’t have the time to do it yourself or you simply want someone to help you come up with the best color combinations for your brand color palette, then the LOGO RX is just what you need.

Crafting An Irresistible Brand

Creating an irresistible brand color palette is not just about picking pretty colors; it’s about strategically crafting a visual identity that resonates with your audience.

The significance of color in brand identity cannot be overstated, as it influences how potential customers perceive and connect with your brand.

By delving into the psychology of color, understanding different color schemes, and mastering the art of expanding your brand color palette, you can confidently choose colors that not only draw in clients but also establish a lasting and positive brand image.

A positive brand image is created when your brand colors emulate credibility, stability, and confidence. So, whether you’re starting from scratch or looking to revamp your existing palette, take the time to explore the world of colors and let your brand shine.

If you know your branding needs an overhaul and the whole process of choosing the best colors for your brand seems overwhelming – we can help.

If you are ready to hand over your branding to us, we will give you the logo of your dreams! When you purchase THE LOGO RX, you are one step closer to the logo of your dreams.

Our proven design process will guide you through answering questions about your business that will give us the information we need to create a fantastic logo just for you. So you can put your energy into making money. Check out our design packages here!

February 27, 2024

Branding, Color Theory, Fonts, Logo Design

A DIY Logo: The Top 6 Pitfalls to Avoid

When you choose to design a logo for your business, the DIY approach can seem like an excellent way to save time and money; but in reality, designing your own logo can potentially harm your brand image. In this article, we’ll explore why investing in a professionally designed logo is worth it and how it can help you establish a strong brand identity that resonates with your target audience and sets your business apart from the competition.

Here are the Top 6 reasons why avoiding a DIY logo is beneficial:

Lack of Professionalism

Your logo is often a customer’s first impression of your company. Unfortunately, a poorly-designed logo can convey a lack of professionalism and attention to detail. In today’s competitive market, a professional and visually appealing logo is essential to stand out and build a strong brand reputation.

Lack of Experience and Market Knowledge

Designing a logo requires knowledge and experience in design principles, typography, color theory, and branding. Professional designers have years of experience and knowledge in these areas, allowing them to create visually appealing logos that represent a brand effectively. In contrast, a DIY designer’s lack of experience and limited market knowledge may result in a poorly executed design that does not effectively represent the brand or resonate with its target audience.

Time-Consuming and Costly Mistakes

Creating your own logo can be time-consuming and potentially distract from other essential tasks in your business development. Ultimately, this can lead to costly mistakes that can harm your brand. For example, a DIY logo may need to adhere to proper resolution or file format(s), making it difficult to use across different mediums, sizes, and print methods. It may also infringe on someone else’s copyright, leading to legal issues and costly rebranding efforts.

Limited Resources

Professional designers have access to a vast library of fonts, design elements, templates, and software, which they can use to create a unique and impactful logo. In contrast, someone developing their logo without the help of a professional graphic designer may be limited to free or low-cost design software (with limited capabilities) and a small selection of assets, resulting in a less unique and impactful logo.

Limited Objectivity

A business owner’s bias or limited objectivity can hinder the creation of an effective logo. However, a professional graphic designer can approach the design process objectively and with fresh eyes, considering the business owner’s vision and ideas while offering alternative solutions that may be far more effective in representing the brand.

Lack of Brand Consistency

A logo is not just a visual representation of a brand. Still, it is also a crucial component of the overall branding strategy. Inconsistencies can occur when the logo needs to effectively communicate the brand’s message or align with the overall branding strategy. A professional designer can create a logo that complements and reinforces the overall branding strategy, resulting in a consistent and cohesive brand image across all marketing materials and the company website.

In Conclusion

Investing in a professionally designed logo is worth the cost. Trusting experts in the field, you can be confident that your logo accurately:

So, don’t let a DIY logo harm your business image. Instead, hire a professional graphic designer and see the difference for yourself! A professionally designed logo will make you look as good as you are.

March 20, 2023

Branding, Color Theory, Logo Design, Print Design, Web Design

6 Research-Proven Statistics Every Business Owner Needs to Know About Scroll-Stopping Design

If you’re an online business owner, you know that marketing your products and services is vital for the growth of your business. Not every entrepreneur has a knack for marketing, but learning data about the most effective practices can help you spend your time, energy, and finances where they will matter the most. As you post content and ads online, it’s vital to have consistent branding and messaging in place so your potential customers get the same quality of engagement from you every time. If you want to develop a strong brand, you need a good logo, web design, and a brand guide that will help make a good impression. Several studies have proven the importance of good design, so we’ve collected the most helpful facts here in one place to help you run your business with research-backed strategies.

Good Design Proves Credibility

Tyton Media conducted a survey which found that 48% of people said that the design on a website was the number one factor they looked at to determine the credibility of a business. This has significant ramifications for you as a business owner. How much time and money have you invested in the design of your website and marketing materials? If your website is not up to par or doesn’t have an eye-catching design, people could be turned away within seconds. Your business has so much to offer, so you don’t want to risk losing customers through such a simple mistake. If you’re not sure how your design elements compare to other companies within your industry, have a friend or graphic designer take a look and give you some feedback. Sometimes, it just takes a few tweaks to boost your web traffic and increase your revenue.

Good Design Makes Good First Impressions

Google performed testing and found that it only took 17 to 50 milliseconds for people to decide how they felt about a website. This doesn’t give you much time to make an excellent first impression. Most people cannot read your home page in just a few milliseconds. This means the thing contributing to their initial impression of your business is colors, fonts, logos, and the overall look of the page. Does your logo stand out? Are your colors congruent? Is your font readable? Using a cumbersome font or outdated color may not directly impact your business’s products, but it can be hard to get past a bad first impression. Don’t start your relationship with a client on a bad note when your design can grow your customer’s faith in your products and abilities!

Eye-Catching Design is Worth a Thousand Words

Missouri University of Science and Technology produced a study that concluded that it takes a person’s eyes 2.6 seconds to focus on a specific webpage element when it loads. So what is the most prominent design element on your page? For most websites, it’s the logo. It takes less than 3 seconds for your potential customer to look at your logo and make conclusions about who you are, how capable you are, and if they want to stay on your website. The purpose of a good logo is to communicate your brand identity through a visual graphic. So it turns out the popular idiom “a picture is worth a thousand words” is true. Your logo can communicate more about who you are than a whole blog post. So what does your logo convey? Is it good enough to create a lasting impression in 3 seconds or less?

Good Logos Help with Brand Recognition

While a study found that it takes people 10 seconds or less to form an impression about a brand’s logo, it still takes 5-7 impressions for the consumer to recognize the logo if they see it again. This means you should be putting your logo on everything your company produces. Put it on your website, your social media pages, your business cards, your letterhead, your email signatures, and your signs or packaging. If your logo is prominent in multiple places, it will take less time to become a recognizable brand to your customer. If this is done well, your customer may even recognize your logo out in the wild and tell their friends about you.

An Excellent Logo Builds Business

Did you know that a memorable logo is 13% more likely to get consumers’ attention and 71.6% more likely to get a positive response from consumers? Just think about the companies with the most recognizable logos. Apple, McDonalds, Nike, and Coca-Cola are all incredibly successful companies that have stood the test of time. Their logos have also been proven to be some of the most recognizable and well-loved. It turns out those two things are correlated. If a logo has the power to catch your ideal customer’s eye and make them think fondly of you, they will be more likely to make a purchase, become a return customer, and even share your company or products with people they love.

Good Design Will Help You Outperform Your Competitors

Adobe found that companies with strong designs outperform those with weak designs by 219% on the S&P Index (a stock market index) over ten years. Who knew graphic design had so much power over your revenue and longtime growth? Therefore, investing a significant portion of your branding budget in graphic design is crucial. If you don’t have the skills to design your logo, we can help your business make a great impression.

Time and time again, research proves that good design matters. These statistics show just how much the visual aspects of a brand influence the customer’s impression. If you want to make a solid first impression, create lasting relationships with repeat clients, and build a customer base that is loyal enough to tell their friends about you – it all starts in those first few seconds. We created our LogoRx Brainstorming Guide to help businesses brainstorm the best colors, fonts, and graphics to make those first few seconds count. If you want help from a professional, we have the knowledge and skills to get you started on the right foot. No business deserves to fail because of a few design errors. So with the right research-proven techniques and some quality graphic design, your business could thrive more than you knew possible!

December 6, 2022

Branding, Color Theory, Fonts, Logo Design, Print Design, Web Design

What Bad Graphic Design Could Cost You

Did you know that bad graphic design could cost your business significantly? Trust, reputation, and dollars – the essential things to build your business – are at stake if you have bad graphic design. Whether it’s on your website, merchandise, print marketing materials, social media channels, or products – bad design can ruin your chances of bringing in customers.

Most online entrepreneurs start off with bad graphic design. We all have to start somewhere. But just as you invest in your website or your training in your niche, you need to invest in better graphic design to continue to scale your business and monetize your content.

What are the most significant ways bad graphic design can jeopardize your success? Here’s our list of the top five.

1. Destroys Your First Impression

Whether they realize it or not, that first look matters. A potential customer will take one glance at your website or print materials and decide whether you are credible or not. They will make split-second judgments about how professional you are, how trustworthy you are, how qualified you are, and how well you fit their needs. Unfortunately, this first glance rarely includes your smiling face or firm handshake. Most people will go to websites or social media platforms to investigate a business or company before ever making contact. So what does your first impression tell potential customers? Will they know within 3 seconds whether they want to hire you or not? Will they instantly connect with your brand identity and decide they like your company more than your competition? If you’re not sure, it’s time to take a deeper look at your graphic design. This post will include a list of the most offputting design errors down below, so you can see what you’re doing wrong.

It’s very common for beginner entrepreneurs and business startups to try doing their own graphic design. It seems easier to do everything yourself or keep it in-house. Whether through YouTube tutorials or your friend’s son who has a knack for computers, these methods do not achieve a professional-quality result. If your graphic design looks amateur, potential customers will think your business is amateur.

Don’t let bad design ruin your reputation! That first impression is worth its weight in gold because it can make all the difference between whether a high-paying client chooses you or someone else. People absolutely judge a book by its cover, so let your cover tell the whole story!

2. It’s Impossible to Establish Your Identity

What do you want your first impression to communicate? Your graphics, colors, fonts, and logo help potential customers capture your brand identity with one glance. They will know who you are, what sets you apart, and what you offer. However, with bad design, it can be challenging to communicate your identity without spelling it out. Bad graphic design works against you.

Some graphics might confuse a customer because your aesthetic is basic/neutral and doesn’t communicate anything about who you are. On the other hand, your graphics might communicate something opposite your identity. As a result, potential customers may leave your website thinking you’re something you aren’t. In this way, bad graphic design is dangerous. There are plenty of things online to distract people from your website – so don’t let it be your graphics!

3. Misrepresents You

Bad graphic design can give people entirely the wrong impression about who you are and what you do. Your goal with a logo, website header, brochure, or webpage design is to tell people what to expect from you. If your graphics give them the wrong impression, it can lead to problematic customer interactions if they’re expecting something different from what you do best.

If an educator has comic sans as the font on their website, people might assume they are a teacher for elementary grades rather than adults because of the juvenile tone of the font. Whether a yoga teacher uses neon colors or pastels will cause their customers to question what kind of teacher they are and whether they emphasize relaxation or cardio. If you own a construction company and your logo includes a skyscraper, people who need help with minor home construction might never call. These graphic design elements can help or hurt you, and it’s your job to find an expert that will help you find the difference.

4. Disproves your Credibility

There are many elements that entrepreneurs utilize to prove their credibility. They may include their educational background, job history, or credentials in their bio. They might list trusted websites their work or product has been featured on. They may include testimonials or reviews. And the goal is that their website aesthetic and design presence agrees with each of these.

However, amateur-looking graphics can make even the most convinced customer doubt your expertise. Like one bad review can make people doubt dozens of good reviews, bad design can make people wonder if you’re actually as professional or qualified as you say. This will lead to customer interactions where you’re left having to prove yourself repeatedly. You don’t want that!

Instead, good graphic design can work together with all these elements to make you stand out as the expert in your niche. People will enter into each interaction, convinced you are the best person to go to and clamoring for your time because they’re sure there’s a line. If they’re confident that you’re the best, or your products are the best, they will tell their friends. And in an age of social media where a post like that can go viral overnight, I’ve seen entire product lines sold out from one convincing “word-of-mouth” testimonial. So good graphic design can contribute to convincing people you’re the best, which can give you more success than you realized.

5. Communicates Unprofessionalism

Professionalism matters. It’s all about how people perceive you. They want to know they can trust you, that you’re dependable, and you will deliver what they paid for. Even if your business practices are up to par, your graphics might cause them to doubt. Though this applies to every industry, it’s especially true for copywriters, coaches, bloggers, marketers, or anyone within the digital content space. Even though you don’t need to be good at graphic design to excel in writing or coaching, people will still view your graphics as an example of the quality of your services.

People online don’t necessarily understand that your graphics require skills you may not personally possess. Instead, they see the look of your website or business card, and they make assumptions about the quality of your work. Your aesthetic should ease these fears because it’s top-quality and professional, just like you!

Why Your Graphics are Offputting

Bad Colors

An out-of-date color palette or bad color combination can give people a bad taste in their mouth, even if they can’t put a finger on why. Bad colors give a terrible impression.

Messy Lines

If your lines are messy or your graphics don’t look clean, it gives an impression of hasty last-minute work or unprofessionalism.

Cluttered Appearance

People get visually overstimulated if your graphics are too cluttered or have too many overlapping elements. This will confuse them about your identity, and they may click off your site because it’s overwhelming.

Doesn’t Match Your Brand

If the words on the page say something different than your graphics communicate, your brand identity will come off as disjointed and disconnected. As a result, people may not understand who you are or what you offer.

Seems Unoriginal

If your graphics seem too basic or look like another popular brand, it will leave a bad taste in their mouths because it looks like you’re copying something that’s already been done. Not only that, but they may confuse the identity of another brand with your brand identity.

How to Avoid All These Mistakes

If you don’t want the bad graphic design to cost your business, it’s best to find an expert to help get it right the first time. This will save you hours of frustration, and the money you spend will be more than repaid as your business grows. Without this, poor color choices, homegrown logos, and amataur layouts will all slowly errode your credibility. Even if customers aren’t thinking it’s a bad design, there is something about it they wont like.

As you work with a professional, it’s essential to communicate your vision clearly. Check out our other posts on this page to learn what you need to know to establish your brand identity. As you communicate with your designer, it’s also important to trust their process. Let them do what they do best so that your website doesn’t fall into the trap of bad graphic design. Here are a few tips to remember as you go through this process:

Trust their professional judgment
Be clear on what you want
Communicate your brand identity plainly
Be flexible with exact details
Be specific about what you do/don’t like
Be open to their feedback and willing to embrace changes
Let them do what they do best

Ultimately, working with an expert is a collaborative process. There might be elements on your wishlist that will work against your ultimate goal. A graphic designer will be able to tell you if you’re asking for bad colors or graphics that confuse your brand identity. As you work with an expert, you’ll be able to avoid altogether these top five mistakes that will cost your business. Now, your design can help your business grow like never before!

May 4, 2022

Branding, Color Theory, Fonts, Logo Design

Get the Help You Need to Run a Successful Business in the 21st Century

Being an entrepreneur or business owner isn’t what it used to be. Back in the day, business owners just had to worry about the everyday logistics of keeping the business running. Occasionally an ad might run in the local newspaper, or a sale might bring customers to your brick and mortar storefront. But with the growth of the online marketplace, everything has changed.

In some ways, it has changed for good. Now, people can run businesses remotely from all over the world or connect with clients from the comfort of home. The ease of being an online entrepreneur offers opportunities that didn’t exist fifty years ago. But with all these benefits, some advancements can still feel overwhelming and out of reach. Without any background in web design or social media, it’s hard to keep up with the ever-shifting market trends. And without someone tech-savvy to help, sometimes it can feel like the online marketplace is moving faster than you can keep up with. Sound relatable?

Today’s consumers have come to expect a certain aesthetic and ease of use when they arrive at your website or interact with your brand. If they don’t capture the heart of who you are in just a few clicks, they will go to someone else. Clunky logos and amateur graphic design can be deal-breakers.

We Can Help!

As professionals with over 50 years of combined experience in the graphic design industry, we know the struggle. At Soapbox Studio, Inc. We are passionate about helping brands find their perfect look to HELP and not HURT their company growth. We help brands replace their amateur designs with a professionally curated logo, so their credibility doesn’t crumble.

With decades of experience catalyzing company sales with seamless designs, we have collected all the best tips to answer the right questions about your unique logo and brand identity in our Logo Rx Brainstorming Guide. This free download walks you through every element you need to think about, especially if you don’t know where to start. Through this guide, you can establish a brand identity that is polished and credible enough to draw in your dream customers with a single glance.

So many brands take shortcuts and skimp on budgets that cause their company to suffer. Why hire your friend who has no graphic design training to tackle this problem when industry professionals have free resources just a click away?

What is included in the Logo Rx Brainstorming Guide?

How to Make an Excellent First Impression

A first impression is sometimes all the time you have to draw in your ideal customer, so making a good one matters. Within this guide, you’ll find a list of the most important elements to ensure you make the best first impression possible.

Brand Identity Brainstorming Exercises

Do you know the right questions to ask yourself? With this brain dump exercise, you’ll be able to get all your thoughts out on paper, so you know where to start. By brainstorming with some questions from industry professionals, you will be able to dream big about the right things instead of getting lost in the abstract.

Refining Your Company Name

Are you confident that your name draws in the right customers? This segment will help you put your name and all identifying characteristics on paper to make sure your brand identity is being communicated clearly and articulately.

Your Brand Tagline

Do you have a tagline? Do you know the importance of a slogan? This is one of those little details that most people forget but can make a big difference. If you’re creating a logo, your graphic designer will want to create some logo options that include your tagline and some options without, communicating your identity in more ways than one. This provides you with a versatile brand package for any situation that arises, so you don’t have to Photoshop your tagline in as an afterthought.

Your Website

If you have a website set up, that’s a great start. But, depending on your goals, you may want more than a home page. For example, a landing page for your product can help increase sales, and a variety of web pages with more information can build your credibility. In addition, listing all your web pages can help you identify where you want to send potential customers, so they are engaged with your brand from the first click.

Choosing Your Brand Colors

If you don’t yet have brand colors, this exercise will help you research trending palettes to see what options exist. The guide also includes a breakdown of the emotions, connotations, and benefits of using each color. This segment will help you identify which colors express the essence of your brand so that your colors will work with your tagline, title, and logo design instead of against it.

Thinking Through Fonts

Fonts are another small detail that is easy to overlook. This segment will inspire you to research and select the perfect fonts for your headline, tagline, body copy, and other copy on your website or print materials. Instead of getting overwhelmed by all the options, this section of our guide will encourage you to keep it simple.

Finding Your Perfect Logo Design

While you may not be a graphic design guru, you probably know what kinds of logos you like and don’t like. This segment encourages you to copy your favorite logos and put them all in one place so you can see what they have in common. Once you see which logos catch your eye, you’ll have a better idea of what elements you’d like included in your company logo.

With this brainstorming guide in your toolbelt, you’ll be able to communicate what you want so a graphic designer can create precisely the logo your company needs. Then, instead of feeling stumped or overwhelmed, you’ll already have examples to show your favorite options. Download our brainstorming guide HERE to get started.

Or, if you’ve already done your own brainstorming, you can skip right to hiring our designers so you can have your own professional logo in no time! If you feel confident in what you want but don’t have the skills to make your vision a reality, we can help. Hire our designers HERE to catapult your brand’s credibility and help you draw in your dream clients. When it comes to more money in the bank, there’s no reason to wait. In about a week, you can have your logo launched, and your company’s look polished to perfection so that a customer never wants to click over to your competitor’s website again!

March 7, 2022

Branding, Color Theory, Logo Design

Finding the Right Colors for your Company Brand

Colors shape our understanding of what’s true, what’s valuable, what’s important, and what we like. We have favorite colors. There are colors that make us feel certain emotions. There are colors that remind us of good or bad memories. So naturally, in finding the right colors for your company brand, color choice is important.

Brand Identity

Since a logo design is so integral to establishing your brand identity, colors will play a vital role in the process. As you think about your brand, you should think strategically about which colors may align with the values and essence of your company. Not only do colors have the power to persuade buyers or establish loyalty, but in choosing the wrong color, there is also a potential that your target market may overlook your brand completely.

For example, a friend of mine recently commented on a restaurant she saw. They served fried food and meat, but their main brand color was green. My friend commented on how the color green paired with this type of restaurant felt very unappetizing to her, where it might have felt more appropriate for a salad shop or health food store. In this instance, the brand color repelled her from becoming a customer of that restaurant.

To identify the perfect colors to select for your brand, we have compiled everything you need to know about color theory for company brand guides.

Color Theory

Color theory refers to the study of which colors pair well together, the visual and emotional impact of specific colors or combinations, and the way hues and tones communicate. You may decide that your brand would be best suited in the color red. However, you must specify whether a rustic deep red or a bright vibrant red is more suitable. These questions can feel overwhelming for someone who is not well versed in the graphic design industry, so we’ve included a detailed explanation below to help you know what questions to ask.

The Psychology of Color

We can’t discuss color theory for very long before psychology comes up. Colors have a huge influence on our emotions. Certain colors can be tied to feelings of trust, reliability, affection, or happiness. While other colors may be tied to feelings of boredom, anger, sadness, greed, or panic. Understanding this psychology can help you to establish credibility with your target audience.

Cool Colors vs. Warm Colors

Cool colors tend to be blue, green, purple, neutral, and gray. Warm colors include red, pink, yellow, orange, and brown. However, the tone or hue of each color can have cooler or warmer undertones that can make even a warm color look cool or vice versa. Cool colors tend to give feelings of peace, tranquility, and nature. Warm colors give feelings of affection and excitement or vibrancy (which can incorporate negative things like rage or betrayal), but can also contain much more heightened positive feelings. Do you want your brand identity to feel calm and natural or lively and exciting? A mattress company would want to use relaxing colors while a skydiving company would probably use more vibrant hues.

Red, Orange, and Yellow

The psychology of these warm tones, in general, signifies more energetic feelings, but each color in itself has its own visual effect. Red symbolizes power, confidence, ambition, passion, energy, and warmth. More negatively, it can also symbolize danger, anger, and aggression. If you want to use the color that evokes the strongest emotion, red is the perfect choice. Orange is happy, attention-grabbing, playful, sporty, enthusiastic, and spiritual. Though it can sometimes make people think your products are inexpensive, it can also make people think of sunsets and beautiful lighting. Orange is also a common color used among sports teams. Yellow represents sun, warmth, energy, cheerfulness, positivity, and alertness. The color can be abrasive, though, and instigate visual frustration or fatigue. Yellow tends to be a color that people either love or hate, so it should be used with intention.

Green & Blue

Green is a very natural color that brings up images of growing trees or plants. It signifies health, balance, growth, money, nature, safety, and clarity. Occasionally it can also make people think of greed, jealousy, envy, or illness. However, especially in the wellness industry, people prefer green packaging because it makes them feel healthier. Blue is calm, productive, stable, peaceful, inspiring, and sincere. It can also denote tones of sadness, loneliness, or gloom. It tends to be one of the most unappetizing colors to use for food companies or restaurant branding. Though it is a great non-threatening color, it also tends to be one of the most popular colors used, so be wary of oversaturation.

Purple & Pink

Purple makes people feel creative, regal, imaginative, brave, courageous, and emphasizes fantasy. This color can also invoke emotions like frustration or sadness, and it can be a polarizing color since some consider it to be more feminine. Pink is similar in its association with the feminine, or the affinity for girly things. However, pink can also be romantic, nurturing, joyful, calming, vibrant, and fresh. It can be seen as childlike or vulnerable but can be very effective with a female audience.

Brown, Black, & White

Neutrals do not always make a big emotional impact, but they are very good to use for contrast or to keep things classic and basic. Brown is natural, earthy, conservative, reliable, serious, and represents security. Black is dark, bold, classic, luxurious, and often used for text. White is light, bright, pure, clean, and can be great to provide negative space. These neutrals are wonderful to use in text, bold and simple lines, or very modern logo styles. Metallics like gold, silver, and bronze can be used as accents to communicate luxury or draw the eye.

Feminine vs. Masculine Colors

There are certain colors and tones that are culturally viewed as feminine or masculine colors. And just the association with gender can form your audience’s view of the product. Feminine things are often more associated with beauty, vulnerability, simplicity, nurturing, fashion, gracefulness, elegance, and resilience. Masculine things are seen as rugged, large, strong, confident, durable, cool, suave, and bold. These stereotypes can work for your brand or against it, but they are important to keep in mind especially if your color palette is going to emphasize one. Is your target audience a specific gender? How can you cater to their needs and interests through your branding? If your target audience isn’t specifically gendered, would it suit your brand to use more neutral colors, or might it be beneficial to create mental connotations tied into these colors?

Colors Suited to Your Industry

As we’ve stated, every color can invoke subconscious impressions. This can be especially true in specific industries. The wellness industry leans heavily on calming colors like blues, greens, or neutrals. However, very passionate invigorating colors like red might not be as popular. Comparatively, shades of red, orange, and yellow would be very popular in the food industry, especially when cooler colors feel unappetizing. Blue tends to be a popular color for travel companies and credit cards. Black is a prevalent color in the automotive industry, the apparel industry, and the entertainment industry. To select the most appropriate colors for your logo, this kind of research for industry specific norms will make all the difference.

The Color Wheel & Complementary Colors

As you’re finding colors for your logo and branding, it might be helpful to look at an extensive color wheel like this one

Upon first glance, you might be able to tell what colors you’re most drawn to, or most align with your company’s mission. Beyond that, the visual exercise of utilizing this color wheel can help you identify which shades or hues of a specific color might be preferable to you. And since most brands use more than one color, a color wheel can help you see which colors look good together. The colors right next to each other will pair well based on their similar undertones. You can also select complementary colors, which are often opposite each other on the wheel. These colors are different, but pair well together and are pleasing to the eye.

Picking a Palette

As you select multiple palettes, a graphic designer would likely work with you to find the right color palette for your brand. This often includes the main colors in your logo or branding, but can also include lighter, darker, or more neutral shades that you might use on your website or marketing materials. If this process feels foreign to you, there are dozens of tools that can help. One that we find incredibly useful is coolors.co. This website has hundreds of palettes to browse through and also has suggestions to help you see what you like. You can build your own palette or save palettes others have made, so you have something to go back to as you work on your own branding materials.

Overall, while choosing colors for your logo can be overwhelming, having a broader knowledge of color theory can help. If you can identify what you want your target audience to feel about your brand, it can be fairly straightforward which colors will invoke those emotions. With the right colors, your brand will pop, and your customers will be drawn to you. Knowing what you know now, you can utilize the power of color to curate a brand guide that’s unforgettable.

January 19, 2022