Unpopular Opinion: Using Color Theory for Your Brand Color Palette
I’ll be upfront: I hate color theory—from a branding perspective!
This may be a hot take, and I get it. There is a LOT of psychology and research behind color’s impact. It plays a pivotal role in so many areas of life and business. And although we know color can influence our emotions, physiological reactions, and behaviors, it’s also extremely subjective. The thoughts and feelings that orange sparks for me may be totally different from what it sparks for you.
As a business owner, understanding the difference between your brand color palette and your personal color palette is vital! Just because you love a color doesn’t mean it will be flattering on you. And just because a shade highlights your best features doesn’t mean it should be part of your business colors.
We’ve all heard of color theory and how certain colors may calm, cause anxiety, trigger hunger, and more. After all, up to 90% of our buying decisions are based solely on colors, according to a study on the impact of color on marketing.
But I firmly believe that color psychology is not the best way to choose your brand colors.
Stick with me to understand the difference between your brand and personal colors, what a seasonal color palette is, and how to determine what works best for your brand and personal image.
Brand Color Palette vs. Personal Color Palette
Think of your brand color palette as what your business “wears.” This element of your brand identity typically includes two to three particular shades that you incorporate into every marketing piece for your business.
Maintaining consistency is essential to building brand awareness and authenticity. Even if the tone of each brand color varies slightly, you’ll look like an imposter or a confused business that can’t get the basics down. Your audience won’t know what to expect from you and will struggle to recognize you.
Would you ever trust a lime green Starbucks when you know that THE Starbucks Green is much deeper? At the very least, it would take Starbucks customers some time to get used to it. A brighter green would draw a much different emotional or psychological reaction than the brand’s current hue.
However, Starbucks’ current logo marketing materials are easily spotted—largely thanks to their signature green. Whether driving by one of their shops or scrolling past one of their social media posts, you’d most likely recognize it as Starbucks before reading a thing.
When it comes to your personal colors, avoid wearing your business colors unless they belong in your seasonal color palette. Consider yourself a brand ambassador for your business—NOT a walking mascot for it. You have your own identity, separate from your company. You should be wearing colors that bring out your best features and staying away from unflattering ones (more on all of this below).
At the end of the day, your personal colors should stick to your wardrobe, and your brand colors should stick to your business.
Understanding Your Seasonal Color Palette
Selecting the colors that look best on you is easier said than done. A hue you think looks great may not actually be doing you any favors. Or maybe you’ve been missing a set of shades that would brighten you up!
That’s why I use the seasonal color palette in my Image Consultations to help business owners represent themselves and their brands confidently. Seasonal color analysis determines your best and worst colors based on the color and undertones of your hair, eyes, and skin tone. This system analyzes three key factors of each:
Hue: This will be either cool or warm.
Value: This is either light or dark and primarily focuses on your hair.
Chroma: This ranges from muted/soft to bright/clear.
Every individual falls into one of four main seasonal categories, broken down into more specific subcategories.
Spring: Clear Spring, Warm Spring, Light Spring
Summer: Light Summer, Cool Summer, Soft Summer
Autumn: Deep Autumn, Warm Autumn, Soft Autumn
Winter: Deep Winter, Clear Winter, Cool Winter
Summer and Winter are cool seasons, meaning those who fall into this category have generally cool undertones. Autumn and Spring are warm seasons, so these individuals have warm undertones.
For example, Soft Summer palettes look great in rosy, pastel tints, but bright colors can swallow them up. On the other hand, Clear Spring palettes need those bright colors to lighten their faces and should avoid dark, deep tones.
Knowing your seasonal color palette is crucial to looking and feeling your best daily! Certain colors will make you look vibrant, energetic, and confident. But the wrong shades can make you look tired and unhealthy, even drawing attention to shadows or age spots or washing you out. And this will likely affect your confidence—because how can you feel fierce when you know you don’t look it?
Choosing Your Brand Color Palette: DOs and DON’Ts
Now that you understand colors for your personal brand, you may be wondering how to choose your brand colors. Here are my rules of thumb for creating a strategic brand color palette.
DON’T Rely on Color Psychology
Don’t get me started on choosing brand colors based on color psychology!
We are bombarded with this every day. Banks and financial institutions often use rich greens and blues because they represent prosperity and security. Conversely, health and wellness businesses splash light greens and blues throughout their marketing assets because they’re associated with nature and calm. Countless fast-food chains make red their primary color because it’s linked to appetite stimulation.
The problem with this? EVERY brand starts to look the same! And if you follow this same pattern, your business will be generic, too. It won’t capture your personality and message, and much of your marketing could be wasted among the masses.
DO Choose Meaningful Colors
Think about what you want to convey with your brand. What do you want people to feel when they come across or interact with you or your marketing? What is your mission? What is the story behind your business? Who are you catering your products or services to, and why?
Focusing on your inspiration when selecting your brand color palette will make it authentic and meaningful for both you and your audience.
For example, I chose yellow as Boss Diplomat’s primary brand color because it’s my favorite and screams energy. I want solopreneurs to be excited to have me manage their brand and to know that I am equally excited to help them stand out as the rockstar of their industry!
DON’T Overlap Personal and Brand Palettes
Of course, as a Deep Winter palette, I would never wear yellow as it’s one of my WORST colors and makes me look sick with jaundice! My business can proudly wear yellow, but I should not (even though it’s my favorite color).
On the other hand, just because you look fabulous in a certain hue doesn’t mean it is best suited for your brand. My seasonal color palette includes some dark, rich reds and blues. But these wouldn’t align with that vibrant, energetic message and feeling I’m going for in my business.
DO Check Out the Competition
Competitive research is essential for every aspect of your brand strategy, but it also goes for your brand color palette. Color can be the key to differentiating you from your competitors! How can you stand out online or in stores? Find out:
What colors your competitors use, and how those shades convey their brand identities
What their audience and customers say about each competitor and their branding
What YOU are doing differently (e.g., messaging, audience, process, etc.) and how you could use color to capture those difference
You can stay true to your mission and ensure your product or service isn’t overlooked with a color palette that strays from the norm in your industry!
This is all part of my Brand Blueprint, through which I help solopreneurs clarify and define their entire brand strategy. Part of this entails telling your brand story visually, from your colors to your logo!
Choose Your Personal & Brand Colors Wisely
While it may be a hot take, my goal for your brand is to help set you apart! That’s why I recommend not solely using color theory when choosing your brand color palette. Your business will be best served if you research and reflect on your personal story and what you can do differently.
Meanwhile, you can establish a stellar personal brand image with the right seasonal color palette. This way, you’ll always show up as your most impressive, confident self, showing your audience you have your stuff together.
And remember, your personal colors and brand colors each have their place: In your closet and your business, respectively!
Do you need guidance on identifying your perfect wardrobe and business colors? Learn more about my Image Consulting and Brand Blueprint services today. I’d love to help you build a powerful image in business and life!
