Often subjective in approach, selecting a color palette is not something to be taken lightly. Color is one of the core ways users are able to identify a company from afar. Starbucks green is instantly recognizable, as is the sunset hues of Patagonia or the gold and red of McDonald's. It's unmistakable.
Here is how you approach color with objectivity:
Define your brand
If you don't know what you want people to feel, your selection will be off-base. Know what you inspire within your customer and the emotional qualities you want them to associate with your company.
Seek and Steal
The world is full of cohesive palettes already. Be it an amazing landscape photo, title sequences to a TV show (I used the colors from the Unbreakable Kimmy Schmidt for a keto-Chinese restaurant once), anything really. If you see something that points you toward the feelings you are trying to evoke, steal it and modify it accordingly. Adobe Color makes this process simple. Plus, it beats the hell out of meandering through a Pantone book.
Compare with Alternatives
Color is a fast track to differentiation. If 80% of the alternative choices to your company use corporate blue as their primary color, don't do it. Be rebellious. Try and be something different. The only way to find out is by researching what is out there. 10 minutes of scouting gives more insight than you'd think.
The color palette for your brand is out there. With a little bit of direction from understanding your brand and guardrails established from what's already in your marketplace, you can make color a strategic advantage is differentiating your brand.
Chances are, your brand is already out in the world.
What? Yes! It is. Your brand is the emotional value people attribute to your company, value they already find in many other things throughout their day.
For example, if you want your brand to be seen as happy, joyful, youthful, and teeming zest for life, I bet your ideal users experience this in other places. Perhaps it's from an ice cream shop, a children's author, or a TV Show. The point is that somewhere out there is a prime example of these attributes. The same would be said of any other adjective as well: elite, progressive, friendly, serious, stoic, sarcastic, brave, funny, classic, you get the point.
Your job in building a brand for your most valued customers is to understand what emotions are missing from the market category you want to enter, research places these emotions are found within your customer's life, and steal the things that make them memorable.
Seriously, steal them. Steal the colors, steal the phrases, steal the pictures, steal the shapes, steal the experience as much as you can.
Why is this effective? Because you are taking something familiar and placing it into a new context. This is the recipe for novelty.
Be sure to read pillar one before diving into this article:
Being honest opens the door to a hidden superpower: confidence. Because of their honest nature, rebels exude confidence. Why is that? When you consistently tell the truth, you get really good at it. Unlike their deceptive counterparts who constantly have to watch their words to make sure the lies add up, an honest person can speak the truth with the same effortlessness as drawing a breath.
Furthermore, because of their willingness to accept the truth that things are imperfect, rebels can be themselves without feeling the need to impress other people. It's confidence that allows a rebel to say, "I don't have a Ferrari, I don't have 50k followers on Instagram, and I'm not a millionaire, but it doesn't matter to me. I'm still going to get out there and make a difference."
As the old adage goes: confidence is not having everyone like you, it's the ability to be yourself whether people like you or not.
Rebels are honest.
Rebels are confident.