Creating a brand image is much more than simply marketing yourself—you need to appeal to your audience. One detail that might go easily overlooked is your branding’s color palette. The color scheme you use in your branding is going to have a psychological impact on viewers. Color psychology is a tenet of visual design, and it’s important to have at least a general understanding of colors’ effects on the human mind.

Be aware of what each color represents from a psychological standpoint and choose a color scheme that resonates with you and your brand.

Red is naturally associated with intense emotions, danger, passion, and strength. Red shades are a great way of grabbing peoples’ attention. Bold red hues are eye-catching and powerful, but don’t let your palette slip into something overwhelming.

Blue evokes feelings of peace and safety. A color scheme with blues can be incorporated as a main hue and it also works very well as a secondary color choice. Blues are going to send a message to your audience that you’re a safe bet. This may sound too tame if you’re trying to generate excitement and enthusiasm from your audience, but blues also convey trustworthiness.

Green reminds us of the natural, organic world. Many people associate green shades with growth and freshness. Depending on your message, greens can be a powerful way to make a statement about always moving upward and onward.

Yellow is a warm hue that conveys happiness and cheer. The yellow tones you choose shouldn’t be overtly bold or you run the risk of reminding your audience of traffic signs. However, yellow as an accent color is going to draw the eye and compliments other colors very nicely in the right arrangements.

Purple has been the color of royalty since ancient times. It used to be the rarest of all pigments, reserved only for the garments of monarchs and rulers. People today continue to associate purple with dignity and spirituality.

Orange is a playful color that echoes the vibrancy and happiness of yellow, but is also mixed with a touch of the danger and excitement that most associate with reds. Orange tones are a great choice for conveying fun and enthusiasm.

Silver and gold obviously remind viewers of the precious metals, and thus convey prestige and wealth. While gold is more often associated with opulence and money, silver conveys a similar message but with a colder, more calculated tone.

Black and white aren’t technically colors but still play a vital role in visual communication. White is commonly associated with youth, purity, and cleanliness, while black is seductive, mysterious, and elegant. When used in your branding, don’t only consider the possibilities of their uses in your color palette, but also your text and site copy. White space is far more crucial than most people realize when it comes to users viewing webpages. The negative white space is either going to seem sterile and boring or help guide viewers across a page, depending on your design choices.

Choose colors that resonate with your brand. Yes, your brand should be a reflection of you personally, but that does not mean that you should slap your favorite hues all over your marketing materials. Building a brand relies on consistency in many ways—you need to be consistent with your values, your message, and your image. You also need to create consistency in the visual elements of your brand, from your business cards and your website to your book covers.

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