Color theory is both the science and art of using color. It explains how humans perceive color; and the visual effects of how colors mix, match or contrast with each other. Color theory also involves the messages colors communicate; and the methods used to replicate color.

In color theory, colors are organized on a color wheel and grouped into 3 categories: primary colors, secondary colors and tertiary colors. More on that later.

So why should you care about color theory as an entrepreneur? Why can’t you just slap some red on your packaging and be done with it? It worked for Coke, right?

Color theory will help you build your brand. And that will help you get more sales.

Understanding color–

People decide whether or not they like a product in 90 seconds or less. 90% of that decision is based solely on color.

Color is perception. Our eyes see something (the sky, for example), and data sent from our eyes to our brains tells us it’s a certain color (blue). Objects reflect light in different combinations of wavelengths. Our brains pick up on those wavelength combinations and translate them into the phenomenon we call color.

When you’re strolling down the soft drink aisle scanning the shelves filled with 82 million cans and bottles and trying to find your six-pack of Coke, what do you look for? The scripted logo or that familiar red can?

People decide whether or not they like a product in 90 seconds or less. 90% of that decision is based solely on color. So, a very important part of your branding must focus on color.

RGB: the additive color mixing model

Additive color mixing. If you (like me) have a hard time wrapping your head around how red and green mix together to make yellow, watch this YouTube video.

Humans see colors in light waves. Mixing light—or the additive color mixing model—allows you to create colors by mixing red, green and blue light sources of various intensities. The more light you add, the brighter the color mix becomes. If you mix all three colors of light, you get pure, white light.

TVs, screens and projectors use red, green and blue (RGB) as their primary colors, and then mix them together to create other colors.

Why should you care?

Let’s say you have a very distinct brand with a bright yellow logo. If you post the logo on Facebook, Twitter or your website and don’t use the correct color process, your logo will appear muddy instead of that bright yellow. That’s why, when working with files for any screen, use RGB, not CMYK.

CMYK: the subtractive color mixing model

Any color you see on a physical surface (paper, signage, packaging, etc.) uses the subtractive color mixing model. Most people are more familiar with this color model because it’s what we learned in kindergarten when mixing finger paints. In this case, “subtractive” simply refers to the fact that you subtract the light from the paper by adding more color.

Subtractive color mixing is pretty close to the paint mixing we did in grade school.

Traditionally, the primary colors used in subtractive process were red, yellow and blue, as these were the colors painters mixed to get all other hues. As color printing emerged, they were subsequently replaced with cyan, magenta, yellow and key/black (CMYK), as this color combo enables printers to produce a wider variety of colors on paper.

Why should you care?

You’ve decided to print a full-color brochure. If you’re investing all that money into your marketing (printing ain’t cheap!), you expect your printer is going to get the colors right.

Since printing uses the subtractive color mixing method, getting accurate color reproduction can only be achieved by using CMYK. Using RGB will not only result in inaccurate color, but a big bill from your printer when you’re forced to ask them to reprint your entire run.

The color wheel–

I don’t know about you, but when I was a kid, the best part about going back to school in the fall was getting that new, pristine 64-count box of Crayola crayons. The possibilities seemed endless. Until I’d inevitably lose the black crayon.

Understanding the color wheel and color harmonies (what works, what doesn’t and how color communicates) is just as exciting as that new box of crayons. No really.

Being able to understand the terms and processes that go along with color will help you knowledgeably communicate your vision with your designer, printer, or even (maybe) an Apple Store Genius.

Color wheel basics

The first color wheel was designed by Sir Isaac Newton in 1666 so it absolutely predates your introduction to it in kindergarten. Artists and designers still use it to develop color harmonies, mixing and palettes.

The color wheel consists of three primary colors (red, yellow, blue), three secondary colors (colors created when primary colors are mixed: green, orange, purple) and six tertiary colors (colors made from primary and secondary colors, such as blue-green or red-violet).

Draw a line through the center of the wheel, and you’ll separate the warm colors (reds, oranges, yellows) from cool colors (blues, greens, purples).

Warm colors are generally associated with energy, brightness, and action, whereas cool colors are often identified with calm, peace, and serenity.

When you recognize that color has a temperature, you can understand how choosing all warm or all cool colors in a logo or on your website can impact your message.

Hue, shade, tint and tone

Let’s go back to that 64-pack of crayons from our first day of school. (Remember “raw umber”? What is an umber anyway, and is it actually better raw than cooked?) Anyway, you might be wondering, how we got from the twelve colors on our original color wheel to all those crayons? That’s where tints, shades, and tones come in.

Simply put, tints, tones and shades are variations of hues, or colors, on the color wheel. A tint is a hue to which white has been added. For example, red + white = pink. A shade is a hue to which black has been added. For example, red + black = burgundy. Finally, a tone is a color to which black and white (or grey) have been added. This darkens the original hue while making the color appear more subtle and less intense.

Color schemes

Let’s talk schemes… (And not the kind that cartoon villains concoct. Bwahaha!) We’re talking color schemes. Using the color wheel, designers develop a color scheme for marketing materials.

Complementary colors

Complementary colors are opposites on the color wheel—red and green, for example.

Logo design by Wiell for Pepper Powered

Because there’s a sharp contrast between the two colors, they can really make imagery pop, but overusing them can get tiresome. Think any shopping mall in December. That being said, using a complementary color scheme in your business marketing offers sharp contrast and clear differentiation between images.

Analogous colors

Analogous colors sit next to one another on the color wheel—red, orange and yellow, for example. When creating an analogous color scheme, one color will dominate, one will support and another will accent. In business, analogous color schemes are not only pleasing to the eye, but can effectively instruct the consumer where and how to take action.

The Tostitos website uses an analogous color scheme. Notice the bright orange navigation bar draws the eye to explore the site, and accent-colored links at the bottom direct hungry consumers with the munchies to “Buy Online.”

Triadic colors

Triadic colors are evenly spaced around the color wheel and tend to be very bright and dynamic.

Using a triadic color scheme in your marketing creates visual contrast and harmony simultaneously, making each item stand out while making the overall image pop.

Burger King uses this color scheme quite successfully. Hey, is it lunchtime yet?

But really, why should you care about color theory?

Two words: branding and marketing.

No wait, three words: branding, marketing and sales.

With this basic knowledge about colors and color schemes, you’re prepared to make effective branding decisions. Like what color your logo should be. Or the emotions that colors evoke in a consumer and the psychology behind color choices on your website.

Think it doesn’t matter? Take a look at this article on color combinations from hell. It just hurts.

Not only can knowledge of color theory guide you in your own marketing, it can also help you better understand what your competition is doing.

In a side-by-side comparison of three law firm web pages, you’ll notice a variety of analogous color schemes. Blue is generally associated with dependability, brown with masculinity, and yellow with competence and happiness. All of these are positive associations in a field that stereotypically has negative connotations, such as dishonesty or aggression.

Making your brand stand out and appeal to your target, plus understanding that poor colors can mean poor sales—that’s why you should care about color theory.

What do different branding colors mean?—

We’ve spoken enough about the abstracts for brandings colors—let’s dive into the hard facts of color meanings (or at least some guidelines). Here’s a summary of brand color meanings and the effect that different branding colors can have on people:

• Red — Red stands for passion, excitement and anger. It can signify importance and command attention.

• Orange — Orange stands for playfulness, vitality and friendliness. It is invigorating and evokes energy.

• Yellow — Yellow evokes happiness, youth and optimism, but can also seem attention-grabbing or affordable.

• Green — Green evokes stability, prosperity, growth and a connection to nature.

• Light Blue — A light shade of blue exudes tranquility, trust, openness. It can also signify innocence.

• Dark Blue — Dark blue stands for professionalism, security and formality. It is mature and trustworthy.

• Purple — Purple can signify royalty, creativity and luxury.

• Pink — Pink stands for femininity, youth and innocence. It ranges from modern to luxurious.

• Brown — Brown creates a rugged, earthy, old-fashioned look or mood.

• White — White evokes cleanliness, virtue, health or simplicity. It can range from affordable to high-end.

• Gray — Gray stands for neutrality. It can look subdued, classic, serious, mysterious or mature.

• Black — Black evokes a powerful, sophisticated, edgy, luxurious and modern feeling.

Keep in mind that the effect of your branding colors depends on the style and design they are used in, as well as the color combinations you choose.

Formula for building a brand color scheme—

Obviously, there’s no one right way to pick your branding color scheme. When dealing with abstracts like brand identity, it’s difficult and unwise to ascribe hard and fast rules. That said, the process can be daunting and confusing, so a little guidance is helpful. Here, we’re going to explain our process for building a color scheme that you can use more as a framework, and less as step-by-step instructions.

1. Plan on choosing 3 colors

Your base, accent and a neutral. Brand color schemes can have between 1-4 colors depending on the type (see below), but even monochrome schemes will require some variation in hues for different purposes.

2. Choose your base

Of all your brand’s personality traits, which one is most important? Your base color should reflect not only your brand personality’s most dominant trait, but also appeal to the target audience you’re trying to reach. You’ll choose the remaining colors based on how well they match with this one.

3. Choose your accent

Your accent will be the color you use the most after your base color. This is a bit trickier than choosing your base color because there are more restrictions: aside from matching a brand personality trait, your accent color must also pair visually with your base color, not to mention appease your audience.

4. Choosing your neutral

Your neutral color will most likely be a background color, something chosen to avoid attention. Typically these are different hues of gray, but beige, whites and off-whites work, too. Black is also an option, but be careful; it tends to dominate any color scheme it’s a part of.

Classic Coors is an affordable bear that appeals to a more mature, masculine customer. They use a dark blue to indicate maturity, and a golden brown that is between rugged, masculine brown and affordable yellow.

Throughout the process of choosing your branding colors, you have to keep in mind the end goal: what kind of color scheme are you using? Typically, brands use one of these common brand color schemes:

The color wheel is one of your greatest aids. The locations of colors to one another on the wheel.

• Monochromatic — When you have one personality trait that you want to focus in on, a monochrome scheme will emphasis the meaning of that one brand color. While great for minimalist brands, the challenge here is differentiating the hues enough that your sight doesn’t become visually stunted.

• Analogous — Colors next to each other on the color wheel have harmonious relations, since adjacent colors usually have similar emotional connotations. Analogous schemes are safe bets, but as such not the best for standing out or drawing attention.

• Complementary — Color complements — or opposites — are colors directly across from one another on the color wheels. Because they’re opposites, they bring out the best in each other when paired; you see complementary colors a lot in sports teams. Complementary colors are great for dynamic, stimulating visuals, but be careful of copycatting another brand since they’re so popular.

• Triadic — A stable branding color scheme, triadic colors draw in equal parts for three different sections of the color wheel. Triadic schemes are stable like analogous themes, but offer a more stimulating variety like complementary schemes. The hardest part is getting the three colors to coincide with the traits of your brand identity.

How your branding colors combine will come up again and again in many different aspects of your business. Your brand color scheme determines the look of your website, logo, store design, advertisements, etc., and even trickles down into minor appearances like your social media account. So choose them all carefully.