Creative Brand Land Method

Creative Brand Land Method to create a brand palette starts with 1 base color that leads to the development of 5 basic colors. Expanding the Brand Palette into several working color schemes that consists of the 5 Base Color that offer the choices of pops of color or accent colors, tints or light colors, tones, neutrals created by adding the compliment on the color wheel, and shades.

This Creative Brand Land Method creates a harmonious palette where all colors work with each other. Similar to an artists’ paint palette, this palette is used to select several key colors to create your Brand Color Palette, for example: 1 base color, 1-2 accent colors, 1 tint or light color, 1-2 tones, or a neutral created by adding the compliment on the color wheel and 1-2 shades or dark neutrals) and the brand image will remain consistent in the marketplace. As with an artist’s palette, not all colors are needed or used

Tints

A tint is a hue mixed with pure white. Sometimes they are referred to as pastels, but the true definition of a tint is adding white to the pigment. A tint lightens the color but does not brighten the hue.

Chroma

Chroma is sometimes referred to as saturation, purity or color intensity. Chroma is the vividness of a color. High chrome is free of white, grey and black. Chroma can be measured in absolute on the Munsell Color Scale. Munsell Color Scale is a three-dimensional scale based on three properties of color measuring hue (Basic Color) Chroma (color intensity) and value (lightness).

Saturation

Although saturation can be interchangeable with chroma, the main difference is saturation is a broad term measuring brightness in relation to grey. While Chroma on the Munsell Color Scale is more exact.

Value

Value describes the lightness and darkness of a color. Ranging from white at one end of the value scale to black at the other end of the scale. The lighter the color the closer to white. The darker the color the closer to black with a range of gradient in between.

Tone

A tone is a hue mixed with gray. The gray is created by mixing white and black, not a neutral gray that is created with a color. The gray will tone the hue. As gray is added, the duller the hue becomes.

Shades

Shades are created by mixing black with any hue. The black darkens the hue. The more black added, the darker the hue becomes until the hue is no longer detectable in the shade.

Often times when working with a shaded background, lights or light Neutrals offer a stunning backdrop when creating exciting and fresh variations to the Brand Image on Social Media.

Choosing an accent color for a call to action, H1, H2 and/or H3 headers and buttons can increase your website funnel conversions.

Selecting 1-2 dark neutrals for fonts for high contrast between foreground and background and for optimum accessibility. WebAIM suggests using a contrast ratio of 4.5:1 for normal text and 3:1 for large text.

We start by building an extensive 10 Point audit of our clients’ present color scheme by conducting an analysis of the present logo design (if applicable), market trends, colors of the year, competition’s color scheme, Brand Archetype, color psychology, and a color wheel analysis consisting of color harmonies, accent color and other sources, we recommend a base color to start with. The brand color scheme should create a feeling or mood to engage your target audience. The Brand color palette is an intricate part of the Brand Image that tells your customers who you are, what you do and what you can offer them.

Let’s uncover the perfect color story for your brand—start your 10 Point Color Audit today.

Learn More

Pro Tip

Contrast Checker

Link Contrast Checker

MISSION STATEMENT

The art of bringing brands to life - start to finish ™

Sign up for marketing tips, how to's, inspiration and more.

For more information contact Christine Solazzi at info@ChristineSolazzi.com