Color is all around us but many of us have troubles pairing the right colors together when it comes to our branding and businesses. Others of us can’t decide and pick an array of different colors each time a marketing piece is designed.

Recently, I’ve been talking a lot about color on my Instagram account. I had a client that has a not so favorite color in their building and had no idea how to create a brand around it. I know they can’t be the only ones facing this problem so I wanted to share how we solved this problem in a simple way!

Designers don’t typically pull colors out of thin air, it may seem like they do since they work with color so much but there’s a method to the madness. 

When you have a starting color and don’t know where to go or what color to match it with I recommend you pull out a color wheel or search for one on Google. A color wheel is like a rainbow in a circular form where all of the colors blend into each other. 

When you look at a color wheel the color on the opposite side of any one color is called it’s compliment. Colors opposite of each other will always compliment each other. Now that’s not to say you’ll necessarily like the exact colors opposite of each other for your brand but they will put you in the right family. 

My client had a teal color in their building but felt that color to be too cold and almost industrial for their atmosphere, they wanted something warm and welcoming.

When I thought of the color wheel oranges and reds came to mind as a great starting point. And as I recalled our conversation they had said they wanted a welcoming feeling with their logo, something to make people feel at home. It just so happens to be that oranges and reds are also considered warm colors! We’re on a roll!

Colors are typically placed into two categories of warm and cool colors. Warm colors consist of reds, oranges, and yellows and help evoke a warming feeling when you see them, think of a fire…all three of those colors are typically in a nice warm fire. The cool colors on the other hand are greens, indigos (blues), and violets (purples), ice and winter are typically hues of blue.

Now I knew my primary color family for their brand and I was going to use the teal as highlights when needed. I didn’t have any exact colors figured out yet and I normally like to have about five colors for a brand including at least one more neutral color, for this I often turn to nature!

A quick search on Google and Pinterest helped me to find a few great natural photos with the color combination I was looking for. If you have a photo editing software on your computer you should have access to a color picker tool. You can simply pull your photos into your photo editing software and pick different colors from the image. Picking a variety of colors and shades will help you narrow down which ones work best for you and your design.

I hope these tips help you with your next project or brand design. If you have any questions along the way feel free to comment or reach out to me directly!

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