It’s June, and we’re feeling colorful.

Color goes beyond just a visual element. It’s a powerful communication tool that can change how someone feels about your brand in an instant. You want a color palette that not only looks good but also resonates with your target audience and aligns with your brand identity.

Color is one of my passions, and in addition to the help I can provide in a consultation, I wanted to share some key ways to select colors that resonate with your target audience so you can understand it all a bit more (and maybe even DIY on occasion).

What Is Color Psychology?

Color psychology is the study of how colors affect human behavior, emotions and decision-making. Different colors can trigger specific responses in people.

Here are some common feelings associated with popular colors:

Red: Passion, energy and urgency. Red is often used to grab attention and create a sense of excitement or intensity.
Blue: Trust, calmness and reliability. Blue is commonly associated with professionalism and is used to create a sense of security.
Green: Growth, harmony and health. Green is often linked to nature and sustainability, promoting feelings of tranquility.
Yellow: Happiness, positivity and warmth. Yellow is used to evoke cheerfulness and optimism.
Orange: Creativity, enthusiasm and vitality. Orange combines the energy of red with the positivity of yellow, making it a vibrant choice.
Purple: Luxury, creativity and wisdom. Purple has historical ties to royalty and sophistication.
Pink: Femininity, kindness and compassion. Pink can evoke a gentle and nurturing vibe.

Use these steps as your guide to craft an intentional brand color palette:

Step 1: Identify your brand's personality

Consider your brand's values, mission and personality. Are you looking to evoke energy and excitement? Instead, maybe you want to communicate calmness and trust? Understanding this is key for color choices (and so much more).

Step 2: Understand your audience

Understanding your target audience's demographics and psychographics can guide your color choices. Think about what might appeal to them coming from you. If you're targeting young professionals, you might opt for modern and bold colors; a brand focused on wellness-minded clients might use calming greens and blues.

Step 3: Create a balanced palette

A well-rounded color palette typically includes a primary color, secondary colors and accent colors. Aim for balance and contrast — it sounds challenging at first glance, but using tools like Adobe Color or Coolors can help you experiment.

Step 4: Test for versatility

Your brand colors should perform well in various marketing materials, from digital to print. Test your color palette on different backgrounds and formats to ensure it continues to appeal.

Step 5: Be consistent

Once you've selected your brand color palette, consistency is key. Don’t use other colors if you can help it; uniformity across all branding and marketing materials creates a cohesive, recognizable visual identity.

Choosing an intentional brand color palette involves understanding color psychology, aligning with your brand's personality and considering your target audience. By following these steps, you can create a color palette that resonates with your audience and reinforces your brand's identity. Remember, color isn't just about aesthetics—it's a powerful tool that can shape how people perceive and connect with your brand.