Mistakes to Avoid When Choosing Your Retail Brands’ Colors
Color is a key part of your retail business’ visual identity, and deciding on the best colors for your logo and branding can be tricky. Avoid making these common mistakes when you are choosing brand colors.
Choosing a color only because you like it
“What colors do you like?”
This is the worst question to start with. Don’t even ask yourself this question!
However, this question is used by far too many online logo design tools and website builders to help you choose the ‘proper color’. But it makes no difference what you like; what matters is what your ideal consumer loves. The colors you choose for your brand should reflect what your customers like, not what you prefer.
Not looking at your competitors
Take the time to look at what your closest competitors are using for their key brand colors. You want your own brand to feel distinct and memorable in comparison. The right color makes your products – and retail brand- stand out.
Using the wrong inspiration
When you’re developing your brand, it’s likely that you looked around your community, Pinterest or around the web for inspiration and ideas of what you like and dislike. This can be helpful to refine your thoughts and as a resource to share with your designer to help them understand what you’re thinking.
But, make sure that the companies you are looking for are relevant to your type of business and your target customers.
- You might love MailChimp’s humorous monkey and bright yellow color, but it may not be a good fit for your conservative retail store.
- Many people love Apple’s simple use of color—a lot of white and minimal color. But remember that they have a huge marketing budget! It’s easier to be impactful by choosing a distinct color.
- Estee Lauder’s conservative blues and browns may feel outdated for Millennials, but if your target market is women who are fifty and older, they may have very positive connotations with that color palette.
Not knowing the brand references and psychology of the color
Every color brings thoughts and emotions, both consciously or subconsciously, to someone’s mind. These feelings and reactions come from references to nature and society, as well as the branding and marketing campaigns of highly visible companies.
Purple might remind someone of fairies and princesses, and red might have them thinking about blood. Black can feel mournful, rebellious and also elegant. While yellow is cheery and uncommon, blue is traditional and trusted. Pink might be the right color if you sell products primarily for women. Green is frequently used for organic and agricultural products, while orange is a high-energy alert.
People may also associate your logo colors with logos of a similar color.
For example, a dark green circle-shaped logo may have them thinking about Starbucks or Whole Foods without even realizing it. These are both brands often thought of as more ‘upscale’ than their competitors. An orange wordmark logo may bring to mind the Home Depot logo. Home Depot has the reputation of putting quantity over quality with their oversized, sometimes poorly manned stores.
Many successful brands have such strong brand recognition that you need to be aware of what connections are frequently held in the back of people’s heads if you choose a logo color that is similar to one of them, even if what you do, and sell, is very different.
Need to brush up on your basic color psychology? This chart will help