Why Color Theory is Crucial to Branding

So why is the use of color theory important? The answer is that color theory can influence the way customers perceive your brand. Learn more in this post.
Jackie Barker

Jackie Barker

“Consistency is key.”

How many times have you heard that before? From coaches, parents, your trainer, etc.

Well, there’s a good reason you keep hearing it.

This statement makes a pivotal point. Consistency, especially within a brand, is key to obtaining success and building brand awareness.

Definition of Consistency: The ability to replicate a process or activity with the same level of quality over and over again.


Now, where does color play into all of this?

Let’s talk about Target.

What do you think of when someone talks about Target? Maybe it’s Clothes, the in-store Starbucks, or the unfathomable amount of pillows.

But most of all it’s the big red and white target on the front of the building, right?


Every time you see that big red and white target you most likely think of the “general merchandise store” known as Target.

And if you don’t you’re probably an alien or something.

So what’s the significance of this? A red and white bullseye means Target, much like a big yellow M signifies McDonalds. You can learn more about the history of the Bullseye here.

Advertising your business and gaining traction for your brand is all about consistency across your social media channels and on your website. It’s important for offline advertising as well.

So what do you take away from this? It’s vital to come up with an original color scheme and implement it everywhere your brand is represented.

What Is Color Theory?

Color theory are rules used by designers to strategically market a business and/or person as well as appeal to people.

Designers use information on your business type and your audience and dream clients to create your color scheme.

Using color within your brand helps to “make your mark” on the internet. If you have a consistent color scheme throughout all of your social media sites it helps people to recognize you in other places. 

It also makes your brand look more professional and organized.

How Do You Get Started?

Where do you even begin to choose your color scheme for your website?

First, you have to decide what color is best for you. What colors speak to you.

The most efficient way to determine this is to identify your style.

Color for humans is identified as human perceptions in which we all interpret the colors in different ways.

For example, some women consider the color red “bold, significant, memorable,” and others perceive the color as “too loud, unprofessional or too sexy”.

It’s all a matter of opinion and personal preference.

(Red is totally a boss babe color by the way)

How to pick a color scheme?

The first thing you need to know is there are 3 main groups in which colors are categorized.

Primary – Red, blue and yellow.
Secondary – Colors you get when you mix the primary colors together
Tertiary – Colors you get when you mix a primary color with a secondary color.

The second thing to keep in mind is the different kinds of color schemes.

There are multiple but the most common are analogous, complementary, and triadic.

Analogous color schemes consist of colors that are right alongside Graphic that shows the difference between complementary, analogous, and triadic color schemeseach other on the color wheel. This creates a calm and familiar type of color scheme where all the colors that are used are similar.

Complementary color schemes are a pair of two opposite colors that are used. (i.e. orange and blue (like my brand colors) or red and green)

Lastly are triadic color schemes. These types of patterns use three colors (hence tri) and they’re all evenly spaced out. Most of the time they are spaced about 120 degrees apart.

Still not sure where to start?

One of the easiest ways to identify your color palette is to use seasonal brand styles. This means identifying the color scheme that best suits your business (aka. bright colors for spring, pastel for summer etc.).

Take our quiz to find your seasonal brand style right here right now.

If you get winter I’m convinced you’re either a highly sophisticated person or your spirit animal is Eeyore from Winnie and the Pooh…there’s no in-between.

Where Do We Go From Here?

Okay, now we know a lot more about colors than we ever thought we needed to know right?

So how can we use this information?

This is where the “personality” of your brand needs to come through.

Now that you are aware of the different kinds of color schemes, you get to pick the colors that work best for your brand and audience.

These tools can help you to create a color scheme that’s unique to you and your business.

Let your creative juices flow!

Want to hand over your branding to a pro? Book a Barefoot Coffee Chat and let’s get going!


AFFILIATE DISCLOSURE: If a site, product, or service I recommend has an affiliate program, I join it. That way I have the potential to earn a few dollars for the time I spend investigating it. If you click one of the above links and I have joined their affiliate program, I’ll be paid an affiliate fee if you make a purchase. Here is my promise: I will never recommend anything unless I have personally used it or researched it and would recommend it to a friend for nothing. 

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