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At OCTOPUS, we’ve worked on a plethora of brand projects in recent months. What we love about branding is creating a company personality that resonates not only with the product or service offering and target audience, but also with the company owner who will undoubtedly be passionate about how their business is presented.

One element of your company’s brand is choosing the right colour palette to establish a strong and memorable identity. Colours evoke emotions, convey messages and play a significant role in defining how customers perceive your brand.

Here are some key considerations to guide you in selecting the perfect colour palette for your company:

1. Understand your brand personality
Before delving into the world of colours, take the time to define your brand’s personality. Consider the values, mission and target audience of your company. Are you aiming for a youthful and energetic vibe or a more sophisticated and professional image? Understanding your brand’s personality will help you narrow down colour choices that align with your identity.

2. Consider industry trends
While it’s essential to stay true to your brand, keeping an eye on industry trends can provide valuable insights. Analyse the colour palettes of successful competitors or brands with a similar target audience. However, be cautious not to blindly follow trends; choose colours that resonate and have meaning – sometimes it’s advantageous to ‘break the mould’.

3. Think about your target audience
Different demographics respond to colours in various ways. For example, vibrant and bold colours may attract a creative audience, while more subdued and classic hues might appeal to a serious demographic. Consider the cultural and psychological associations of colours to ensure that your palette resonates with your intended audience.

4. Versatility is key
A well-chosen colour palette should be versatile and applicable across various mediums. Whether it’s your website, marketing materials, or product packaging, the colours should remain consistent to maintain brand recognition. Ensure that your chosen colours are easily adaptable and maintain their impact in different on and offline contexts.

5. Test for accessibility
Accessibility is an often overlooked but critical aspect of colour selection. Ensure that your chosen palette is accessible to individuals with colour vision deficiencies. Use tools to test the contrast and readability of text against the background colour. This not only makes your brand more inclusive but also complies with accessibility standards.

6. Limit the palette
While it might be tempting to incorporate a wide range of colours, it’s generally advisable to limit your palette to a few primary and secondary colours. A cluttered and overly diverse colour scheme can dilute your brand’s identity and confuse your audience. Stick to a cohesive and harmonious set of colours that work well together.

If you’re unsure about which colours best represent your brand, consider consulting with a professional agency like OCTOPUS. We have the expertise to guide you through the colour selection process, taking into account your own desires, design principles and the psychology of colours.

We’re looking forward to bringing your brand to life!

(Image by peoplecreations on Freepik)

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