When choosing a brand color, do not just look at the color chart. Include usage conditions on displays, paper, packaging and signage in the same evaluation.
Assign the color a task
Main brand color, auxiliary color and informational emphasis do not have to do the same job. First define the roles of the palette. Instead of using all colors equally on every surface, identify dominant and supporting areas. Don't decide with the assumption that a color will create the same feeling in everyone; category, culture, light and surrounding colors can change perception.
Make comparison on real surface
A glossy screen and absorbent paper will not produce the same results. Once the printing method and material are certain, request appropriate proofing from the supplier. Keep the values used for the display and the print descriptions separate in the user manual. Do not complete the conversion with a single click and confirm it without checking the result. Record the appearance that will be accepted in critical applications with a physical example.
Consider readability part of the palette
White text on a light color may look attractive, but on a small scale it can get lost. Define text and background matches from scratch; Do not use every color with every text color. Color should not be the only sign that tells about the error or product type. Supporting it with a label, symbol or description preserves the meaning in different visual conditions.
Confirm the palette with an application set
Prepare a social media card, a document, and a product surface. Can the palette have the same character in all of them? Does its balance change when placed side by side with photographs? After approval, document with examples the purposes for which the colors will be used. A mere list of codes will not ensure that the next manufacturer uses the correct rate.
Don't ignore contrast
The general minimum contrast threshold under WCAG 2.2 AA for web text is 4.5:1 for normal text and 3:1 for large text; Exceptions to the criterion are also defined. Do not apply the logo exception to all brand text. A small button text in the brand color is a different usage issue than the logo. W3C's contrast statement indicates which conditions to evaluate.
Delivering your palette as “usable text–background matches” makes subsequent production easier. For example, you can allow the accent color to be used in a large decorative area, but not use it behind small white text. Include examples of these decisions in your corporate identity guide. Contrast ratio is not the be all and end all of accessibility; Text size, focus appearance and the fact that the meaning is not conveyed by color alone should also be evaluated.
How should you use color psychology in logo design?
Do not make matches such as "blue gives confidence" or "red definitely makes you sell" the sole decision criterion. The same color can create a different impression in different sectors and with different visual elements. Before choosing the color, write down what your brand will say, how it will differentiate itself from competitors, and on which surfaces it will be used.
Compare two color directions with the same logo, same text, and same placement. This way you can be sure that it is actually the color that is changing. Ask the participant how they describe the brand they saw, rather than implying the correct answer. A small review does not guarantee a sale; It can help you spot wrong associations and readability issues.
Consider logo color with single color version
Check out the black, white and matching solid color versions as well as the color version. If the logo can only be distinguished by color difference, its detail may be lost in some productions. Logo usage tests and logo design service embody the scope of this evaluation. When presenting the color palette, explain why it is suitable for this brand instead of "this color creates the same feeling in everyone."
Relate color theory to tasks within the palette
Main color, auxiliary color, background and highlight can undertake different tasks. When choosing a palette, examine not only the colors that look beautiful individually, but also the hierarchy that occurs when they come together. If an accent color is used everywhere, it may lose its ability to be an accent.
Do the first test with the same content in two different palettes. Is the text readable, is the important area highlighted in the right place, can distinction be made between products? These questions provide a more concrete assessment than generalizations that assume everyone will have the same feelings.
In Selçuk Aker's corporate identity design approach, color and typography are evaluated together. For technical output you can switch to CMYK and RGB guide and for text layout you can switch to typography guide.
Frequently asked questions
Why might brand color look different on screen and in print?
The screen producing light and the printing surface reflecting color are different conditions. The material and production method also affect the result; For important applications, rehearse on the real surface.
Is it enough to just look at the color code when choosing a brand color?
Codes facilitate definition, but they alone do not guarantee the results of every use. Make legibility of text, different substrates, and print sample part of the pallet approval.
