Graphic profile – colours

The graphic profile consists of three pillars: font, colors, and logo. To create a complete graphic identity, you should choose how these should look and then use them consistently in all your communication. We have previously talked about why it is important to have a graphic identity and how to choose fonts. Today, it's time to take a closer look at color choices.

How is color used in brand building?

A brand usually has two to three basic colors that are used in its main communication. In addition to basic colors, graphic designers who work with brand building often develop several complementary colors that are used to reinforce specific messages. However, this post is aimed at those who are developing a graphic profile for the first time, so we will keep it as simple as possible.

We recommend that you choose one or two colors that you like. These two colors should go well together without being too similar. If you choose two colors, one will be your main color, which you will use most often. The other color will be your complementary color, which you can use to create contrast. Use these two colors along with black and white. Now you have your primary colors!

The colors are used in all aspects of communication: as background colors, in headings, symbols, and photos. If you look at our website, you will notice that blue, red, pink, and light gray are used throughout.

What do different colors represent?

Different colors can represent different things. For example, we often perceive dark blue as elegant and green as environmentally friendly. The problem with these types of “rules” is that they are highly subjective. Some people may perceive pink as childish, while others may find it modern. It is therefore up to you to choose colors that you think represent your company, regardless of what others might claim is “correct.”

Which colors go well together?

If you are unsure about which colors you like, do what the experts do—look for inspiration! Visit companies that you think have a stylish website or appealing communication and look at the colors they have chosen. However, one tip is to look at companies outside your own industry, so that your graphic identity does not resemble your competitors' too closely. If you work in construction, you could look at IT companies, for example.

There are also websites that automatically generate colors that go well together. If you search for terms such as “color match generator,” several suggestions will pop up. Some of these are:

Canva – here you can either scroll through ready-made color palettes, search for key terms, or search for palettes that contain a specific color.

Coolors – randomly generates palettes and allows you to “lock” colors you like.

When you randomly generate color palettes in this way, you often get suggestions that contain 4-5 colors. Using so many colors consistently can be difficult if you are new to graphic design. Therefore, choose two colors from the palette that you like best and use those.

We have also come up with some suggestions that you can check out below. You can either use them for inspiration or steal them outright!

How do I use the colors I have chosen?

Once you have chosen your colors, it is important to stick to them in order to create a consistent and recognizable graphic profile. Colors are used as an identity builder in your visual identity. When potential customers see your company's colors, you want them to associate them with your company and brand. It is important to be consistent so that customers can make this connection.

The graphic profile should also include color codes for web and print. This makes it easy for everyone who works with your communication and marketing to follow the same guidelines.

In short

Choose 1-2 base colors that go well together.

Choose colors that YOU think represent the company.

Be consistent with your choices!

Choosing colors can be tricky. If you want help, you can contact us here, and we will develop your graphic identity with you.