Color is the starting point for your design. It is an opportunity to add nuance and meaning to your visual identity. The creative use of colors also increases the effectiveness of your firm’s marketing materials by catching the eyes of prospective clients from your target audience.
The thorough and creative implementation of your color scheme presents another opportunity to reinforce your visual identity. Beyond your marketing materials, your color scheme can be used in everything from office décor to client statements. The more consistently you apply your brand color, the more closely it will be associated with your firm and the more value it will contribute to your brand.
First, you will select a primary color, a secondary color and an accent color to represent your brand. Multiple colors will give the designers more options to work with than a single color.
As you choose your preferred color palette, here are a few things to keep in mind:
- The purpose of branding and design is to differentiate – to stand out, to set apart. At this point, reference your competitor list and note any colors that are prominently used in their visual identities. Avoid those colors.
- Colors have inherent meanings and associations, some of which are outlined on the next page. Keep these meanings in mind when you are choosing colors that reflect your brand, but don’t over-think it.
- Interesting use of color proves memorable and creates powerful design, such as unexpected pairings of neutral and bright or bold accents. Just as important as selecting the right colors to visually express your brand are how colors are used.
Here are the meanings associated with traditional colors:
The color of intensity.
Often associated with boldness, speed, passion, heat, excitement, emergency and danger.
The color of happiness.
Often associated with sunshine, brightness, cheer, friendship, wild flowers and warmth.
The color of loyalty.
Often associated with truth, dignity, coolness, melancholy, calm, confidence, reliability and belonging.
The color of attention.
Often associated with playfulness, warmth, vibrancy, brightness, high-energy and excitement.
The color of nature.
Often associated with organics, health, environment, vegetation, growth, money and abundance.
The color of royalty.
Often associated with sophistication, intelligence, spirituality, dignity and wealth.
The color of femininity.
Often associated with softness, sweetness, nurturing, security, playfulness and flirtation.
The color of sophistication.
Often associated with elegance, seduction, mystery, rebellion and strength.
The color of clean.
Often associated with purity, light, minimalism and youth.
The color of technology.
Often associated with reflection and intellectual stimulation – a softer sophistication.
On the grid below draw a line to your preferred Primary, Secondary and Accent colors.
MedTrainer Design Team will take your color preferences as a foundation for your design concept, but may alter the exact colors to suit your design and brand.
Your design will also have a tone associated with it. Please look at each pairing of words below and select those that you feel represent your brand/message and your personal preference. If neither word applies, please select ‘neither’ and move on to the next word.
Please select one option of each criteria.
Similar to the previous section, compare the images below and select the one for each pair that appeals to you more. Don’t over think it; just go with your first impression.