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Why Your Brand Needs the Perfect Color Palette   |   July 18, 2013

Last week, we talked about the importance of a consistent brand identity and looked more closely at one key aspect of that branding, your logo. Today, let’s examine another essential element for crafting a unified brand identity: your color palette.

You’ve probably heard that each color carries specific emotional associations. That being the case, choose the colors you’ll use to represent your brand knowing what connotations they suggest. Your color palette should be closely tied to your overall brand strategy and the message you want to convey about your brand attributes and identity.

The M Group Brand Strategy Color PaletteOf course, it’s not enough to just decide that, for example, blue and green are your company colors. Take a look at some different combinations: you’ll see that blue and green can appear modern and high-tech, relaxed and summery, or rich and traditional, to name just a few iterations. The variations on any hue are endless, and it’s important to seek the help of a professional designer who will understand these variations and help you choose a palette of colors that complement each other perfectly for dynamic, harmonious brand positioning.

As with any brand strategy decision, you’ll need to consider the competition when deciding on a color palette. If another company in your industry has a strong association with a particular color, in most cases you’ll be better off choosing a distinct color or combination to avoid confusion. For instance, in recent years, T-Mobile has embraced the color pink as a key part of their identity, using this strong color prominently across all their marketing. For another cell service provider to use this color would likely respond in frustration and confusion among potential customers.

What does your brand’s color palette communicate?