When companies hire designers to help in their branding, some usually come with a preconceived image of how they want it to look like and what colors they want on there. I've had experience where a high-end clothing brand wanted a rebranding of their line, but gave me color options that didn't match the personality they were aiming for. Often, a chat or two with the business owner (using suggestive psychology) will help convince them to choose more appropriate palettes.
So how do you choose the right color palette for your brand?
The first (and most obvious) thing you can do is think about your brand's voice and feel. What do you want to be and how do you want customers to perceive you? Who are your target customers or audiences? Will your brand deal with teenagers, or professional businessmen? Once you've established that, you're closer to figuring out the proper palette for your brand. Here are a few more tips for you:
Start with a "base" color, one that fits your brand's voice and feel. Look through the colors above and check if you fit under any of them. If you need to add a color or two, use complementaries. (For more help, check out Color Hunt, Palettab, Paletton, or Adobe Kuler)
If you plan to go international, keep in mind that colors in other countries convey different messages. (For example, in most of the world, white is closely related to happy weddings while in India, it's the color worn when someone dies.)
If you've finalized your colors, it's always wise to create a style guide, complete with the hex values for each. Place your logo on different backgrounds (eg. grey, black, and white) to help you get an overview of how it would look when you decide to expand your range of design/products.
Too many colors can ruin your brand. If you really have to, just use at most four (4) colors only.
My history with colors
It took me a while to find the colors for my brand. Since I started blogging last 2009, my color palette has changed a lot. I've gone from pinks and oranges to minimalistic black, greys, and dusty rose shades, and to aqua and apple green. There was always something off about the brand colors and I've realized why I haven't had peace with my brand yet.
I knew I've always been attracted to pink, but I wanted my brand to be an authority in the field I've chosen, which is art and design. I've tried so many combinations but still, there was something that wasn't right.
It was only this year that I realized why. I didn't really know what my brand stood for. Because I wanted to be and do so many things, I was struggling to find my point of interest. What did I really want my brand to represent? Technology? Blogging? Beauty? It dawned on me a few days ago that I wanted to be the one thing I studied for. In the end, the easiest topics for me to discuss were design and self-improvement. A life in design. Design and Life.
It also was hard for me to choose whether to go for minimalistic or go with the flow of this year (apparently, these are the design trends for 2017), but I could always use them on my designs for clients. They didn't have to represent who I am because they're hot this year. The obvious choice was to go for minimalism.
Where are you now in terms of getting your brand smoothened out? I know it's a process, and it changes with you and your experience, but once you do get where you feel comfortable, it's a very rewarding feeling. Need someone to talk to regarding branding? I'm all ears. Hope this post helped you out!