In this video, we're going to talk about intentional colors.

When it comes to colors, different colors create different emotions.

There are a lot of cues that we get from colors every day and you probably don't even realize it. It is a huge psychology thing.

There is a reason why most banks will have either blue or green in their brand.

That’s because blue and green tend to be colors that are associated with trust and stability.

If you think about it, when it comes to your money, you want trust and stability.

Another example can be seen with the color red, the classic power color. 

If you are interviewing for a job as an executive, one way you can potentially influence the way that your interview goes is by wearing something that is red. Red is aggressive and powerful, so if that is the image you want to project, you might use that color to help you. It is a powerful visual cue. 

If you're sitting there saying, “how come I'm not getting my ideal client?” It may be because your colors are warning them off. 

Typically, when it comes to colors, women prefer tints. Tints are standard colors with white added to them.

Men prefer shades, which are the opposite. Shades are standard colors with black added to them. 

The more black you add, the heavier the shade. The more white you add, the lighter the tint.

Does that mean that if you’re trying to attract women that you should only use tints? Nope! But it would be nice to have at least one tint in your color palette.

It’s also important to note that you don’t want to use all pastel colors or all dark colors. You’ll need about two darker colors and two lighter colors. Think about colors for your background, and colors for your text (not just the body of your text, but the links as well).

When you're using your colors, it’s always best to research the kind of emotions that you want to create in terms of color theory.

My tip for this is to go on to Pinterest and type in color theory brands, or something of that nature, and start playing around with them. I’ve found that there are quite a few visuals on Pinterest that will explain all sorts of color theory.

Remember, it’s not about your favorite colors anymore. It’s all about your ideal client’s favorite colors.

So you sit down and say “this is my ideal client!” These colors elicit the emotion I'm looking for.

Does this make sense for my brand? By making those intentional choices, you're much more likely to attract those ideal customers or clients.

There’s also a fine line here. I know a lot of people who don’t launch their website or brand because they don’t know if their colors (or logo) are just right. This is NOT something to delay a launch over.

Here’s how I pick colors for a brand. I look into the feelings that I want to be conveyed. If I’m trying to have a fun and creative brand, then I tend to use brighter colors like yellow and pink. If I’m trying to have a calm and trustworthy brand, then I go with blues and greens.

Once I pick the two main colors, I pick two darker colors and two lighter colors. If I’m targeting women, I use the lighter colors more often. If I’m targeting men, I use darker colors more often.

I define my text color (always as dark as possible), my accent color, my call to action color (button and link text color), a hover color, and a secondary accent.

About the Author Jennifer Anastasi

I’m Jennifer Anastasi, an Engineer turned Brand Strategist. I empower other service-based businesses to find that clear brand and online presence using my background in tech mixed with creativity (I'm a lifelong creative after all). Unlike courses or group programs, I focus on each business as a unique entity and break down complex and intimidating concepts into easy-to-understand ideas for custom results.

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