Jucel Meneses

Designer & Illustrator

LET'S TALK ABOUT COLOR!

Before I begin, I have to let you know that all these branding elements that I mentioned last week, and that we are starting to analyze today, are to be applied with a key ingredient in mind, in order for us to have a great BRAND formula, and that key ingredient is: YOUR TARGET MARKET.

I know, we have heard that word many times before, especially when talking about marketing. But even though I'm no marketing expert myself, in design we need to have a defined persona to whom direct our message and our selling intentions. If we don’t, we lose the power and energy that we have used to create a beautiful presentation in front of a broader audience, rather the group of people that are truly interested in buying our products.

Now, I have created a PDF guide to help you go thru the steps that we are working on today, and in the very first section, you are going to find a couple of links on how to define your target market. If you have already been in business for a while, you might already know who your target market is, but it wouldn’t be a bad idea to check them out and refresh your concept of who your ideal buyer is.

So, ok let’s start! Today we are going to begin the BRANDING series  with the very first element to define our brands, and that element is COLOR.

Color is a major influence when analyzing shopping behavior and store owners can use this element to create a connection with potential customers. If you use the right color combination to match your product’s lifestyle, you can create a powerful & comfortable environment for shoppers to relate to your items. 

Your color combinations can be cute, they can be exciting or they can be dynamic BUT overall they have to be COHERENT: THEY NEED TO MAKE SENSE TOGETHER.

Our reaction to colors is instinctive, because of the way our brains are wired to perceive them and how society has taught us to read them. From when we are babies, we start our learning process of understanding color, by identifying its meaning with a few basic hues like: red, yellow, blue, green, even black and white. That’s why successful toy companies define their brands with these colors.

But as we grow up, we also understand how certain colors relate to gender, cultural background and even our age, like there’s a different expected reaction for teenagers to certain color combinations than what their grandparents reaction would be. 

But here’s the important thing to remember: 

Color_phrase.jpg


So keeping that in mind, here’s 5 tips to on how to pick the right colors for your brand:

1- Make a story with color: Imagine that your color combination is the background to your product’s environment. If you sell products that are from a beach theme, think of tones related to the sea, sand and sky. If your products belong to a certain age (antiques and vintage items) then settle for a palette of worn out warm tones. The idea is that you evoke the theme of your shop collection with a set of colors.

2- Be aware of crazy combos: It’s ok to use bright and loud colors, specially if your brand is meant to be energetic & dynamic, but beware of using them together. The idea is to "set the  mood" for customers to stay as long as needed to make their purchase decision, not to create a distraction or visual nuissance.

3- Pick an accent color for call-to-action areas: Bright colors are specially helpful when used for making sale signs, highlighting coupon codes or buttons for shopping.  

4- Choose a color palette and stick with it: keep your colors grouped like a family, always using the same matching tones when applying them on your marketing materials like: business cards, hang tags, flyers, etc. It will make your shop easier to recognize.

5- Don't overdo it: if you are still indecisive about what are the right colors to pick , remember that neutral colors are your friends. When in doubt, it's always a good idea to start with white, ivory or light grey and then add other hues as you see fit.

Well, that closes our chapter on COLOR. Don't forget to download the PDF guide, and if you have any comments or questions, use our contact page to send me a direct message. 

Happy Crafting, Sell it Pretty and see you next Wednesday!

– Ju