Color. Color makes the world a beautiful place. It's e m o t i v e.
Most places on your bucket list most likely caught your eye because of their uniqueness in nature and color (think Ireland, Bora Bora, or Iceland).
When you think of Fall (everyone's favorite season, or at least it should be *yes we're biased*), what makes it so special? Besides of course the glorious impending pumpkin takeover and slightly cooler weather (Florida not included), it's the colors. The changing of leaves, from green to orange, yellow, red and brown. The colors mark the change from Summer to something new.
Your brand should have that mark, that distinction too. We could go on for a while about types of color compliments and the psychology innuendos of colors. An understanding of color psychology is something you should have and take into account before deciding on your finalized color palette...However, what we really want to explore & share is about having your colors convey meaning that makes sense for your brand. While you should understand the basics of colors and which best compliments others (check out this helpful color guide later). What really matters is what you want someone to feel when they check out your Instagram feed, website or other social media sites to your product packaging and communications. Whatever colors you choose, at its foundation, you should focus on emitting a distinct essence, feeling, or ambiance to your intended audiences. The intended emotions and chosen colors should have synergy and consistency.
With that said, you can make a variety of colors work, you just need to have your balance down.
Instagram is a great platform overall not only to find potential or new audiences but to also see what brands are doing.
Since its inception, Instagram has evolved significantly past its initially offered filters. Brands can really get creative in edit mode to enhance or select a rainbow of colors, darkness, focus or brightness (there are now also plenty of apps to make creative photo editing: SnapSeed, VSCO, lightroom etc.). Instagram helps to enforce a company's brand and look.
The alternative apparel company Rebel Circus is a good example of Instagram color branding. Rebel Circus is an eclectic company that combines pinup looks with leather and tattoos. Its logo is unapologetic black and white. You'll rarely find a Rebel Circus Instagrammed pic without black or some darkness. When the brand does use color it is contrasted, nothing soft or warm. Brighter/harder colors compliment black nicely, which works well for their brand.
Contrasted colors, too much of something can be a bad thing, in this case, people's eyes. Be sure to play with the opacity and vibrancy of colors you want to contrast to have complimentary contrasting shades. Get into these details to establish your desired aesthetic...because it's important!
Your store/website aesthetic and product packaging will relay a certain quality or experience your customer should expect. It will also influence a customer's purchasing decision and if they decided to purchase again. The color possibilities for your brand are infinite. Luckily, there are plenty of tools to steer you in a good direction.
First, start with a mood board. Create a board on Pinterest or yourself in Adobe Illustrator inspired by images you associate with your brand.
From there break down some color commonalities...Here are some color finding/exploring tips:
- A personal favorite: Adobe Kuler Wheel/Adobe Color CC - Here, you can upload any image and create your own custom color palette with the hex codes ready to go! You can even play with the contrast, light, and darkness of the palette, creating a new but similar palette from the original image. Via Adobe Color CC you can also have color palettes ready to go within other Adobe platform libraries such as Photoshop and InDesign.
- If you already have your desired colors from an image in mind - Upload the image to Photoshop or PicMonkey. There, use the eyedropper color tool to see the hex codes. (Hex codes are important to note to keep the exact color consistent across the different platforms you may use for digital or print collateral).
- A super neat website to geek out over or get some major #brandspiration is Brand Colors. Here you can see the EXACT hex codes from global brands, such as that unique Starbucks green (it's 00704a btw) or UF's exact orange and blue hex codes (Go Gators! ;) ).
There's a lot of helpful resources out there when selecting the colors right from your brand. However, Digital Marketing Guru Neil Patel says it best "You have to test various color options for yourself. Experiment with a pure color, an accent color, or various background colors and combinations until you find one to make you feel good."
As always the Morsel Resplendence team is here to help with any of your marketing needs :)
Happy Marketing! xoxo