“Color Story” is a phrase used in graphic design, interior design, fashion, and cosmetics that describes a palette of colors that invoke certain images, feelings, or reactions in the target audience. Color is a great way to ensure customers will remember the brand you are marketing, as it can increase brand recognition by as much as 80%. Creating a color story is a great first step in building a brand.
Colors evoke deeply ingrained feelings in all human societies. For example, red often subconsciously makes us hungry. This is why many restaurants use red in their logo (ex. McDonald’s, Wendy’s, Outback, Chili’s). On the other hand, bright pinks, while attention grabbing, can cause agitation. Blue and green tones tend to be more soothing colors. Think of the reaction you want people to have to your color story: Hunger? Inspiration? Calm? Dive into color psychology and figure out the most effective colors for your audience that will help them to remember your business and products.
Some combinations of colors are more specific in their affiliations. “Made in America” stickers often use red, white, and blue colors or stars and stripes motifs to draw connections with the American flag. It catches the eye of patriotic consumers who will be attracted to American made products. Keep in mind that color is culturally dependent, and what may work with one group may not be as effective across multiple regions or internationally. For example, the traditional wedding color in America is white. In China however, red is considered a very lucky color, and is often the central color in a wedding.
If you're a new business doing branding, it's okay to be flexible with your choices. A business isn't static—it changes—so of course your branding will as well! Do yourself a favor by keeping your color palette simple for its first few iterations, and swap colors or tones as needed. Apps like Coolors.co (a favorite of graphic designers) can help you generate new palettes and show you cohesive palettes that ensure your colors will look good together.
Explore ChromaLabel’s 38 signature colors of labels to see if our products can help you to label in a way that works well with your company and product’s branding!