Your visual brand is an important aid for your customers to understand your company, and colour is the first emotive signal that our brains subconsciously interpret...
You probably know that different colours emote very distinct feelings, so want do you want your audience to FEEL when they see your brand?
But before that, you need to define what your brand truly stands for. What do you want your company to be known for to your audience? And who even is your audience? (As colours attach different meanings depending on the culture in which they are being consumed.)
Once you have articulated these you can start walking the path of your brand strategy journey, and somewhere a little further along the way, a really fun part is choosing your colours.
As colour expert and author Kassia St Clair says"Colour is fundamental to our experience of the world", and in design, we want to ensure our audience experiences what our brand is truly about.
With warm colours (reds, oranges, yellows) exciting us, and cool colours (blues, greens purples) relaxing us, we can map our brand emotion on the axis from excitement to relaxation, and start to make inroads towards a palette. From there we can delve deeper into theories of colour and indeed deeper still into theories of shades of colour.
But before we choose our true colours, we need to find our true brand meaning.