No matter what design you’re using, it’ll surely use colors. Both screen-based and print-based design use colors. In fact, you don’t just use colors for designing; you use it for just about anything, every day. You use it to choose what clothes to wear and which pair of shoes goes well with it. Color is important to everyone, especially to designers who create designs for companies and organizations.
Indeed, color is one of the most essential factors in attracting clients. It has to be attention-grabbing. This is the reason why picking out a color scheme isn’t so easy. For designers, you’ll certainly want to learn how to choose the right color scheme. Aside from that, it’s also important for you to know the things that you need to consider in choosing the right color palette for your designs. Check them out!
Know what the company is. Dig deeper into what they do, what products or services they offer, what their principles are, and more. It’s important for you to know this so that you can determine the right color scheme that reflects who they are as a company. Look at their logo, the color choices for their office, etc. They might even have a specific color that they want to use.
The Purpose of the Project
Like anything else, you need to know what the project is all about and what it’s for. It could be a web design, a logo design, a brochure, or something else. You also need to determine whether it’s print-based or screen-based. You need to inquire how many colors they would use, as well as other elements like images, illustrations, graphs, etc. Find out if you’re supposed to use a color that will emphasize images or enhance some text. Make sure you know everything about the project during your first meeting before even jumping into the design process in order to avoid major revisions in the future.
Your Client’s Preferences
Try to know what the Big Boss is really like. You can get this by simply looking at things that they’re already using and had been using. Look at their uniforms, logo, and others. Companies really have certain colors that they use to represent themselves. Make sure that the color(s) you choose will have certain commonalities to the nature of the company and its employees.
The Target Audience
Of course, the target audience is a very important factor to consider. After all, the design you’ll be making has to attract potential clients from a particular segment of the population. Choose colors that fit the target audience’s age, gender, and geographic location. There are certain color combinations that look more appealing to men while others are more appealing to women. If you have a younger target audience, it will also be different. You can also consider some people who are color blind.
The Emotion Being Reflected
Every color has its own meaning and represents a certain emotion. For that reason, you need to reflect the emotion of the client/company towards their target market. If the agency is dynamic and has a high energy, use bright, vibrant colors. If it’s serious, you might want to use complex colors like maroon. There are certain moods for your designs, so you could list down the emotions and the kind of atmosphere you’d like to create. Use this list to guide you when choosing colors.
The Company’s Competition
As a designer, it’s your job to make the company stand out from the crowd. You have to know who the competitors are and what color scheme they’re using. That way, you can choose a color scheme that will outshine them. Remember that good designers are those who conduct research regarding the market and the competition prior to creating a design. The same is true with choosing colors.
It’s also important to consider the impact your choice of colors will have to the audience. It needs to have a positive meaning to the industry and to the target market. Pick out colors that are associated with positivism. You need to know the significance of color to a particular industry. For example, for a company that advocates for peace, they would usually opt to use white. It’s not quite appropriate to use the color red because it represents blood and war. Red might be more appropriate for something like a flower shop because red is usually associated with roses.
Visual Appeal and Accessibility
Any color scheme should be eye-catching but most importantly, accessible. Make sure that the color scheme you choose will impress and attract most people. There are some who have visual problems like color blindness, although they belong to a small population only. Still, you have to keep them in mind. See to it that even those who are color blind can read the text and could get the message you want to convey. It should be accessible for everyone to see and understand.
How Long the Project Will be Used
Find out how long the project will be used. Is it just for a specific occasion or for a long-time usage? Corporate identities like logos should remain fresh over the years, while a poster or a publication just made for a certain event could vary in color. It also depends on the type of event. You might make giveaways for Christmas or a magazine that follows a particular trend.
Contribution to the Company’s Success
The colors you choose can aid the company’s success. You can do that if you consider the company’s goals, mission and vision. Remember that the colors you choose will have a strong impact. Make sure that the color scheme you choose will be able to deliver factors 1 to 9 because if it does, it can surely help bring up the company.