Choosing the Right Color Scheme for Your Brand
At Erie Custom Signs, we work with a variety of sign shops, as well as some individual businesses and organizations to fulfill all of their signage needs. In some cases, these businesses are brand new, or the sign shops work with start-ups that are just beginning to flesh out their brand identity.
Part of developing a brand identity is choosing the color scheme a company will use in its logo, marketing materials and web design. Here are some tips to help you choose a color scheme that truly fits the brand identity you are aiming for:
- Understand your target audience: If your primary audience is millennials who like alternative music, your color scheme will likely look much different than if your primary audience were seniors looking for financial planning assistance. Some audiences react better to bolder colors, while others might be more attracted to something more traditional.
- Use the colors in the proper ratios: You should try to limit your color scheme to three colors at most, and those colors should flow well together. You should also make use of the 60-30-10 rule, which suggests you use those colors at ratios of 60, 30 and 10 percent.
- Consider the feelings you want to evoke: Bright reds and yellows evoke much different feelings than a navy blue or soft pastel colors. Think about the character of your brand and the type of personality you want it to have. If your goal is to get attention and stand out, using high-contrast colors or selecting bright tones may be the way to go. If you want to evoke calmness, peaceful greens and blues might be the better option.
- Consider what your competition does: Analyze all of the logos, marketing materials and websites of competitors to see what they are doing for their color scheme. You then have the choice of whether you want to go in a completely different direction, or put your own unique twist on the same general theme you see occurring in those materials. Regardless of which direction you choose to go, it is important you manage to differentiate your brand from the competition.
- Keep it simple: Again, three colors max, that flow well together and do not attempt to overpower each other. It is visually frustrating to look at a sign or other marketing item that has five or six different colors—it makes it hard to know exactly what you should be looking at.
For more tips about choosing color schemes for signage, contact our trusted team today at Erie Custom Signs.