The importance of color in shaping a brand’s visual identity and provides tips on choosing a color palette. Different types of palettes and the psychological impact of colors on emotions and mood.
Whatever the colors, they have the power to attract our attention or repel it. Understanding what color is and how important it is, what it means in different cultures and communications, and what a color means in different cultural contexts and descriptions is very important. Decide on a color palette for your brand – this is critical to your visual identity. It gives meaning to your brand and promotes recognition. Also, modern tools, such as the Retouchme color photo editor, provide ample opportunities for fine-tuning colors, but to achieve professional results, you need to understand the basics of color theory and the principles of creating harmonious combinations.
Every color has its own story, so it’s worth defining from the very beginning what exactly your brand is aiming for. For example, if you’re just starting to explore your brand, you could use a neutral palette with calming colors such as white, beige, gray or pale beech. Use colors that represent lightness and flow and avoid using bright colors.
Take a closer look at the wheel
Creating an attractive color palette may seem easy at first, but once you get started, you won’t regret learning these three steps. So, to help you get ahead with creating a color palette, we present our list of tools and some practical tips for choosing a palette that will please the eye.
Step 1: Start with Grayscale
The main focus of development should be on ease of use and clear navigation. Be sure to develop your design before moving on to choosing a color palette.
Step 2: Choose a Palette Type
Always choose a palette that best reflects your brand aesthetic. Here are some color palettes and schemes:
Monochrome
A monochromatic color scheme consists of different shades and depths of the same color. This has to be one of the easiest color schemes to create. In this scheme, all colors are derived from one single color. So, if you are a new experimenter, we would advise you to try out monochrome. Don’t forget that if you choose this approach, you need to make every effort to make the design visually attractive. A monochromatic color palette tends to look quite dull if not executed properly.
Analog
Analogue color schemes are also quite simple to create. They are created by pairing one color with two others on either side of it on the color wheel. If you want to use a five-color scheme, you can add two additional colors next to the two outer ones. These palettes express uniformity and consistency.
Complementary
Complementary color palettes are formed by using two colors on opposite sides of the color wheel. They are great for conveying a sense of balance. Pro Tip: You can leave negative space between two colors or even use a transition color to make it look more seamless.
Step 3: Use the 60/30/10 Rule
Use colors in a ratio of 60% + 30% + 10% – you will never go wrong. 60% belongs to your dominant shade, 30% to your secondary shade and 10% to your accents. It’s always best to use this rule to keep things visually compelling and balanced. The whole point is to choose the right primary, secondary and accent colors. You can take inspiration from nature if you don’t know where to start. Nature is the best inspiration for color. So go ahead and spark your creativity with palettes inspired by Mother Nature: sunset/sunrise, sunflower field, valley, there’s plenty to be found there.
Color psychology
In order to select a color palette, you need to understand how colors are characteristic of human emotions and mood. Color psychology evaluates the relationship between tone and feeling, and can help you choose a color that suits your goals.
Red, for example, is often associated with affection and passion, while blue is associated with stability and reliability. Yellow can evoke feelings of joy and optimism, while green can evoke calmness and natural harmony.
If you are working on a photo for a specific brand, you need to choose a color scheme that suits this business. Colors can be chosen based on attributes that are consistent with the brand, for example the colors red and yellow represent the recently departed McDonald’s as they are used in its own logo and products.
When choosing a color palette, it is important to pay attention to the contrast and harmony between colors. Contrast helps highlight important elements and make the design more expressive. On the other hand, harmonious colors produce calmer and more balanced products.
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