Welcome back to the the Sign Central blog! We are your Aurora sign company and take great pride in offering channel letter signs and other kinds of effective signage for businesses. In our last blog post, we discussed the benefits of a channel letter sign. One such benefit was consistent branding: creating a consistent brand will not only help your clients connect your online presence to your physical location, but also show your reputability as a business.

What if you don’t have a logo or even a color palette for your brand? It can be overwhelming with all the options and when you consider that branding can make an insurmountable difference in the success of your business. Today, we are going to talk about how branding is so much more than just picking your favorite color for your logo.

First, You Must Consider . . .    

According to one article, “60 percent of people decide whether or not they’re attracted to a [business’s] message based on color alone,” and “color affects the visibility of your brand and reinforces brand recognition by up to 80 percent.” With all of this in mind, it’s important to take the time to choose an effective brand pallet. Before you begin choosing the colors for your branding pallet, you need to consider the psychology of color, and the influence of tones, tints and shades on how we perceive color.

Color Psychology 101

What is color psychology? Defined in the most basic of terms, color psychology looks at the psychological response and associations that are made when a particular color is seen. Here are the feelings evoked by these basic colors:

  • Yellow – happiness, positivity, warmth
  • Blue – loyal, dependable, trustworthy, and serene
  • Green – healing, freshness, growth, and serenity
  • Purple – luxury, extravagance, royalty, nobility
  • Red – power, passion, danger, energy, love
  • Orange – warmth, energy, playfulness
  • Pink – innocence and delicateness
  • Brown – utility, earthiness
  • Black – elegance, authority, power

Tone, Tint, and Shade

The tone, tint, or shade of a color can also play a part in communicating the brand of your business. Tones mixed with white are associated with femininity. Dark tones tend to be seen as more masculine.

Choosing Your Businesses Brand Color Pallet

Step 1: Gather Inspiration

First, it’s important to gather inspiration for brand colors. In this stage, you can consider everything you like. It is best to look at similar types of businesses and the colors that they choose. You should also consider the philosophy of your business and choose colors that communicate those feelings.

Step 2: Choose Your Color Combination

After you’ve brainstormed, researched, and gathered inspiration, it’s time to choose the color combination that you like. You can choose:

  • Several tones of the same colors (monochromatic color palette)
  • Colors that sit next to each other in the color wheel (analogous color palette)
  • Those colors that are located in opposite positions on the color wheel (complementary color palette)

Be sure to choose both dark and light tones to create contrast.

Step 3: Choose Main Colors & Accent Colors

Lastly, it’s time to choose your main colors and accent hues. Usually, brands select two dominant colors and one or more accent colors. The number of additional accent colors you choose will depend on the overall look you want to create or the message you want to communicate with your branding.

If you’re ready to create your central letter sign, contact Central Sign today! We are the Aurora sign company you can trust!