Color Series #1: Color and Meaning

Somewhere over the rainbow, is a little something our designers like to call Color Theory. This theory applies meaning to color by creating a logical structure to your brand's color palette. Color theory is a true trick of the trade when putting together a cohesive brand that sticks and lasts with consumers. In the first blog of this two-part color based series, we will discuss how to utilize color theory for all of your branding and design purposes.

An important element of color theory perfection is choosing colors for your brand. You want a palette of 3-6 colors that embody your brand and will help tell your story. There are 100’s of meanings for each color. Here are a few examples of how we like to think of and apply meaning to color when creating for our clients.

Creating the Perfect Palette.

When beginning to think about colors for your brand, it is important to strategically pick colors that fit harmoniously together. By choosing 1-2 main colors, 1-3 neutral colors, and 1-2 accent colors, you’ll be able to craft a cohesive color palette that is sure to draw attention.

The Mains

You should have 1-2 main colors that are the true representatives of your brand. These are your go-to’s for calendars, graphics, logos, cards, website designs, etc. These colors will be a part of what consumers think about right away when referring to your brand.

The Neutrals

These colors are your secondaries that are used to enhance your main colors and really pull it all together. These can be the colors used for softer details such as text or to add warmth or depth to a brand. Typically used for subtle elements for textures or patterns such as filters, the type of paper of your stationery. You should have 1-3 of your favorite neutrals on hand.

The Accents

Accent colors compliment the rest of your palette. 1-2 accents can add a pop of color to your brand, add a subtle something extra, maybe by adding a colorful macaron or plant to your images, or when you want your headline to traffic attention. These colors should not be confused with your mains, but add life and lift them up.

We hope you learned a bit about how to strategically choose colors for design. Stay tuned to the blog for the Color Series #2 all about color and mood boards!

4 Reasons Why Brand Building is Important

We often talk to business owners that want to skip step one and jump right into direct return advertising. Although return advertising can be a great option, developing a strong foundation to receive ideal results must be a priority. The stronger the foundation, the higher the house. We here at The Sampson House have developed our business model around the core idea of building strong brands.  So what makes a strong brand?

1. Great first impressions matter!

People see things before they experience them and they will make judgments based on looks, it’s human nature. You can keep clients with value and service, but to snag those initial clients you need to attract them. Having a clear message along with a visually pleasing brand is key. With so many options being thrown at consumers these days, standing out with quality visuals is what will set you apart. 

2. Stand out in the market with impressive design.

By investing in a consistent and quality designed brand you are making your business more recognizable and creating associations with your clients. When someone hears your business’ name, you want them to visualize exactly who you are. This is done by consistently sharing attractive content that speaks to your brand and to your target market.

3. Carry this strong brand across all platforms.

Marketing is about reaching consumers to evoke a change in their behavior. People spend money on experiences and you can share your top-notch experience of your business via your website, social media platforms and beyond. When it comes to websites, excellent design also means excellent functionality. Your website needs to speak to your brand, as well as be extremely user-friendly. Invite people to spend quality time on your site, exploring different pages and easily purchase. Even if your website is not for commerce, but for exposure, design is crucial. You are missing out on clients if your website in no way speaks to who you are. Chances are potential clients are looking you up online before they step foot into your brick and mortar. If they don’t like what they see online they may decide to skip visiting you all together. This applies to your social media platforms. Instagram and Facebook are both leaders in the visual storytelling world. With 1.59 billion Facebook users and over 400 million Instagram users, it's no surprise that consumers are shifting to these platforms for personal and consumer affairs. What's the reason for this shift? Consumers, especially millennials, want to be emotionally moved by their decisions, purchases and engagements. They want to visually share their stories and experiences. They want to feel good about who they are engaging with and/or purchasing from. Social media platforms, Instagram especially, offers a highly visual marketing tool for businesses. If your business is not on Instagram, visually storytelling its brand, you're missing out.   

4. Infuse a lifestyle into your brand.

More often through the use of social media, people are following brands for the lifestyle they support. Clients want to follow and engage businesses that inspire them and speak to their personality. You have to be more than a sales person on social media platforms. Instead, be genuine, authentic and showcase who you are. Show them the lifestyle your brand has created and inspire them to want to live that lifestyle with you.

Avoid missed opportunities by investing in a solid brand that attracts potential clients and tells them exactly what your business is all about. If you want to dig deeper into your brand, give us a call. We’d love to chat with you about your brand story and how we can consistently present it across all platforms.