What Makes the Right Color Palette So Important to Your Business?

If you walk into any kind of store where paint is sold they’re everywhere: paint chip cards, usually paired with accent colors. You’re surrounded by more colors than you dreamed ever existed. Maybe your bedroom needs a new color or your kitchen just got redone - you certainly aren’t there to shop for colors for your new website or logo. But just as you put a lot of care into choosing the right color for your home spaces, you need to put the same amount of care into your business space, even if it’s virtual. These are the reasons why.


The colors are part of your branding.

Think of brands like McDonalds, Starbucks, and Coca-Cola. You know them for lots of things, but one of the main reasons is their color or colors. The colors you choose for your business define your brand and help your audience recognize and remember you. To achieve the highest impact with your colors, make sure to integrate them across all your marketing outlets: your website, logo, stationery, email templates, business cards, and social media.


The colors elicit emotions.

How do you want your business to be perceived? What do you want your audience to feel when they land on your website? For instance, if you sell fireworks, using cool colors like greens and blues won’t work well in your color palette because it sends the wrong emotional message. Instead, you want to go with reds, yellows, and oranges, colors that represent fire and brightness in a literal sense but also figuratively in the excitement and fun associated with fireworks. This is known as the psychology of color and it’s important to align the right colors to your branding.


The colors of competitors are worth looking at.

One of the best ways to get a sense of where to start with your own color palette is to take a look at competitor sites. See what colors they are using, how many colors they’re using, and how they’re using them. Take a step back and view their sites with consumer eyes and list out what stands out to you from a color perspective. If it’s working for you as a consumer, it will likely work for your audience, too.


On my Instagram I’ve been giving tips on how to choose the right colors for palettes and I provided some great website links to visit where you can play with colors and arrange different palettes. I’m also available for consultations if you need help. Good luck with your new color palettes and happy designing!