Updated: Jul 21, 2021
When I launched my art business, I realized that as an artist I am the face of a brand and I need to expose that brand out there with a memorable logo and a consistent color scheme that my potential clients and my audience can instantly identify with.
Now as a creative entrepreneur launching your own journey you may ask why is my brand color so important? Don’t people already identify with what I am creating by looking at my artistic pieces and designs?
Well, choosing the right brand colors means your audience will instantly know who you are, what you do, and what you are about. If you choose the wrong colors, your audience will most likely feel alienated from you as well as your brand and, as a result, you will not be able to communicate your brand’s image effectively.
Keep scrolling to check the step-by-step guide that I personally followed to determine the right color combo for my brand.
Step 1: Determine Your Brand’s Voice First
Below are some questions you should ask yourself when it comes to your brand’s personality:
Mood: Is my brand fun or more serious?
Monetary Value: Is my brand more on the luxury end or more affordable?
Time Setting: Is my brand modern or classic?
Age: Is my brand youthful or mature?
Energy: Is my brand loud or subdued?
Write down the answers to these questions and keep them with you for reference throughout this exercise.
Step 2: Create A Moodboard
Create two inspiration boards with at least 30 images overall on pinterest or a separate album in your phone.
Add about 10-15 pins that you would save in a board called ”Experiences,” where you will search for images of experiences you would like to have or already had in your life.
Then add about 10-15 pins that you would save in a board called “Identity,” where you will search for images you and your art identify with.
The purpose of this exercise is to help you find a color pattern that you identify mostly with based on your own identity and experiences.
Step 3: Check The Competition
I cannot stress how important it is to go and check the brand colors that your competitors use.
First, research other artists that use the same art materials or same subject matter as yours. Try to identify at least 30 of them. Instagram is a great place to find artists whose works you may enjoy.
The next step is to create an excel spreadsheet with the following columns:
- Competitor Name
- Competitor Website
- Brand Colors (choose their main 2-3 colors)
- Brand Mood (what mood vibe do you get by looking at their colors without even looking deeper at the individual products they sell?)
The point of this exercise is not to get you to copy your competition, but to evaluate and get familiarized with how colors can represent a brand in a consistent and familiar way. This way you can be exposed to how color can represent a brand and you can choose the right color combo for yours.
Step 4: Use The Color Wheel
The color wheel is your best friend when it comes to developing your brand’s color palette. You can choose 2 types of palette combos:
- A monochromatic palette, where you choose varying tints of the same color.
- Analogous palette, where you choose colors that are next to each other in the color wheel and complement each other.
The former can create a subtle brand feel but sometimes it may lack contrast and energy.
IMPORTANT NOTE: Ensure that your brand’s color scheme does not lack contrast. A mixture of light, dark, and medium tones will add depth and professionality to your brand.
Step 5: Research Each Color’s Meaning
I wanted Inesa’s artWorld to be associated with a friendly, intuitive, and romantic brand image that also has a hint of luxury to it. I want my clients to feel inspired and amazed when looking at my brand. Therefore, I chose a dark brown color for my letters and a soft pink background for my signature line. I felt that this color combo really resonated with how I wanted my brand to be perceived and added the right contrast and depth to my brand signature.
Below I am listing four of the main connections we usually make with each color:
- passion & energy
- motivation & drive
- center of attention
- sexuality & intimacy
Artist Example: The Art Sherpa
- enthusiasm & youthful energy
- warmth & joy
- spontaneity & optimism
- communication & creativity
Artist Example: Charlotte Anna Reed
- fun & happiness
- curiosity & analytical thinking
- enthusiasm & confidence
Artist Example: Arbella Sawyer
- harmony & health
- relaxation & revitalization
- safety & security
- growth & prosperity
Artist Example: Emily Jeffords