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The Importance of Color

Color is often overlooked. And even more often changed. We tend to pick our favorite colors and vomit them on Instagram, only to grow tired of them later.

But consistency amongst your color scheme is an important part of a solid and memorable brand. My go-to example is Starbucks. See that hunter green anywhere and you automatically associate them.

So when it comes to picking out a color scheme for your brand, think timeless not trendy. Don’t settle on Pink because you like it. Instead think about the theories behind colors and the emotions they evoke.

Let’s go over color psychology:

Color Theory

Choosing Colors

Primary
First, pick a color that you love and that represents your business well. This is the color that will be the most interesting, grab the most attention, and be the most memorable. I suggest picking this out first.

Complimentary 
Next pick a color that contrasts or compliments the primary one. You can use the color wheel as a great source for pulling some complimentary shades.

Neutral
Pick a neutral shade to pair with your bold and complimentary color. This neutral helps ground your color scheme and will be used as an accent color.

Dark
Now, pick a dark color! It may be hard to do if you love soft pastels, but keep in mind this dark shade will be used for things like paragraph text. It needs to be readable.

Light 
Pick a light color, or maybe even two. These will be used primary for backgrounds and supporting elements that need not take the limelight.