{"id":139851,"date":"2021-10-25T11:43:36","date_gmt":"2021-10-25T16:43:36","guid":{"rendered":"https:\/\/getflywheel.com\/layout\/?p=45156"},"modified":"2024-11-06T11:09:10","modified_gmt":"2024-11-06T17:09:10","slug":"design-psychology-part-2-storytelling-color","status":"publish","type":"resource","link":"https:\/\/wpengine.com\/case-studies\/resources\/design-psychology-part-2-storytelling-color\/","title":{"rendered":"Psychology of Design: Telling a Story Through Color"},"content":{"rendered":"\n

The importance of color in branding can\u2019t be overstated, so taking time to think about the impact of your color choices<\/a> when conceptualizing the branding possibilities for a new client or company is vital to the overall success of your efforts.<\/p>\n\n\n\n

Because the decision-making process of customers is more reliant on their emotions than their logic<\/a>, the way customers feel about a brand is, arguably, even more important than the quality of their products and services.<\/p>\n\n\n\n

But choosing colors for your design project is about much more than the knowledge that red is assertive and blue is calming. You need to figure out how to best pair those colors together to bring life and meaning to your design\u2014which is exactly what happens every time you build a color palette<\/a>.<\/p>\n\n\n\n

In this article, we\u2019ll talk about the types of palettes you can create and places your color palette will come in handy, as well as a few emotions you might want customers to feel about a brand and ways to achieve that effect. We\u2019ll also share some resources you can use to help you nail the perfect palette!<\/p>\n\n\n\n

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Building Your Palette<\/strong><\/h2>\n\n\n\n

While every brand is most easily recognized by its primary color, there\u2019s typically a whole host of secondary and tertiary colors that build out their branding. Without a full palette, the branding used for a company is likely to feel stale or not well thought out.<\/p>\n\n\n\n

When choosing your colors, there are six common ways to build a palette<\/a> that will ensure your color choices complement one another and your brand as a whole. These six common types of palettes are named for the ways their colors align on the color wheel.<\/p>\n\n\n\n

Monochromatic<\/strong><\/em> <\/h4>\n\n\n\n

Monochromatic palettes<\/a> use three or more shades, tones, or tints of the same color. When using a monochromatic palette, your primary color choice holds even more weight, because all the other colors you use depend on it.<\/p>\n\n\n\n

Analogous<\/strong><\/em> <\/h4>\n\n\n\n

To be \u201canalogous,\u201d  two things must be similar or comparable to one another. Analogous palettes<\/a>, then, are those whose colors share close proximity on the color wheel. This usually manifests as a swatch of cool tones or warm tones.<\/p>\n\n\n\n

Complementary<\/strong><\/em><\/h4>\n\n\n\n

Opposites attract, and that\u2019s especially true for complementary colors. Complementary palettes<\/a> use colors that sit opposite one another on the color wheel.<\/p>\n\n\n\n

Split complementary<\/strong> <\/em><\/h4>\n\n\n\n

Complementary colors are exact opposites, but split complementary palettes<\/a> use hues just to the left or right of your primary color\u2019s exact opposite. So, since orange and blue are complementary, a split complementary palette could include orange, teal, and violet.<\/p>\n\n\n\n

Triadic<\/strong><\/em><\/h4>\n\n\n\n

Triadic color palettes<\/a> would create an equilateral triangle on the color wheel if you connected them all with a line. They\u2019re composed of three equally-spaced colors on the wheel, like raspberry pink, nectarine yellow, and aqua blue.<\/p>\n\n\n\n

Tetradic<\/em><\/strong><\/h4>\n\n\n\n

Sometimes referred to as \u201csquare\u201d or \u201crectangle\u201d colors, tetradic color palettes<\/a> would create a perfect square or rectangle if connected by lines on the color wheel.<\/p>\n\n\n\n

Remember, just because two colors are perfectly within the bounds of one of these palette styles does not mean they\u2019ll necessarily be the best choices for the color palette you’re trying to build. Make sure to tweak and adjust colors based on client preferences, their industry, their products and services, and the message they\u2019re trying to impart to their audience.<\/p>\n\n\n\n

Utilizing Your Palette<\/strong><\/h2>\n\n\n\n

Your brand palette will appear on all your branded materials. <\/p>\n\n\n\n

For some, it may be used to highlight important information or make subheadings stand out, while other materials may require some additional pizazz to enhance visual cues. The most important places you\u2019ll use the colors in your expanded brand palette include:<\/p>\n\n\n\n