COLOR THEORY: LESS IS MORE.
A simple color can be a brand's most valuable equity element; less is more. The signature color of a brand is the second most powerful element, second to it's logo (it can increase brand recognition by more than 80%). A color palette should be closely tied to the brand's overall brand strategy and intended message.
A brand's color palette has the ability to express the mood of the brand, brand attributes & values. An established set of unified colors displayed consistently throughout the entire brand (logo, website, advertisements and promotions) is what sets apart the strong brands from the rest (for example: Tiffany's, Facebook, McDonalds, Target). The repetition of text & images in the same color(s), helps the audience recognize the brand quickly and potentially evoke feelings and/or emotions reflecting the brand's identity.
THE COLOR PALETTE SHOULD EVOKE AN EMOTION REFLECTING YOUR BRAND IDENTITY:
- COLORS SHOULD BE CHOSEN IN ORDER OF IMPORTANCE: (1) PRIMARY PALETTE: THE PRIMARY VOICE OF THE BRAND, (2) SECONDARY PALETTE: USED FOR ACCENTS AND CONTRAST.
- COLORS SHOULD BE FUNCTIONAL AS WELL AS VISUALLY EFFECTIVE, ENSURING THERE ARE GOOD CONTRASTING TONES TO LAYER TEXT ON FLAT COLORED BACKGROUNDS.
- COLORS SHOULD BE CONSISTENTLY APPLIED ACROSS GRAPHIC ELEMENTS SUCH AS TEXT, ICONS AND BACKGROUNDS; IMAGES SHOULD BE CHOSEN TO HARMONIZE WITH YOUR PALETTE (BENEFIT COSMETICS DOES A GREAT JOB AT THIS).