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Choosing a color palette

From: Maximizing Your Web Video and Podcast Audience with Hypersyndication

Video: Choosing a color palette

One area of Visual Branding is that of color, the use of a consistent color palette across your product. Now chances are your company has an official color, it's probably one. In today's day and age it's either red or blue, those seem to be the two most popular colors that people use for their logos. Now of course your company could be unique and hopefully you don't fall into the red or blue trap, but the thing is it's not that hard to extend a single color into a full color palette.

Choosing a color palette

One area of Visual Branding is that of color, the use of a consistent color palette across your product. Now chances are your company has an official color, it's probably one. In today's day and age it's either red or blue, those seem to be the two most popular colors that people use for their logos. Now of course your company could be unique and hopefully you don't fall into the red or blue trap, but the thing is it's not that hard to extend a single color into a full color palette.

So you have a primary color and some auxiliary colors that you can use to extend your brand. Those who know me know that my wardrobe pretty much consists of three things black, gray and blue. Now I have a few other colors that I occasionally pull out, but those are pretty much the colors I wear all of the time. When it comes to branding my websites and everything else I do, I find though that it's important to think a little bit beyond that and open up to a broader color palette. So what you want is a big box of crayons, you don't want to use all the crayons all of the time, but every color is going to convey a different mood.

If you look at some of the courses on design here at Lynda.com, you'll see that we do have coverage on things like color theory and color choice. You can also do a web search on the term color theory or emotional response to color to see what's out there. There is a great website that I love to use from Adobe called kuler.adobe.com, this website allows you to browse color and search by popularity, you could see highly rated themes of color, as well as look at the most popular colors.

You can also use the random generator to experiment. What I really like is you load up a single color, such as the base color of your corporate logo or maybe the product that you have. You'll then see that there are several color models to choose from like Analogous, Monochromatic, Complementary, Custom and Shades. These allow you to go through and build color models based on that original base color, and you could generate colors that are going to work well with that particular color.

These will be from different positions around the color wheel, but follow the precise theory and science of color and allow you to create color combinations that are designed to work together. Additionally, you could see how colors are doing out there in the community and take a look at what other people are doing around the globe for the use of color. So, this is a great website, it's absolutely free, even if you're not an Adobe customer, that's just kuler.adobe.com, and it's a really useful way for you to play with color and explore.

Plus, once you find a palette that you like, you can export them for using Adobe software or copy down the RGB or Web Hex values to use in an online project.

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