How to Choose Brand Colors for Your New Business or Rebrand

How to Choose Brand Colors for Your New Business or Rebrand

From the bright yellow of a New York taxi to the famous red Coca-Cola can, colors are a huge part of what makes a brand recognizable. They are not only what your clients and customers come to associate you with, but they also have an impact on how they feel when they interact with your business.  

Your chosen color scheme will play an important part in your various marketing assets, from your website and logo design to future merchandise and employee uniforms. Consistent branding colors will give your company a unified look and make you recognizable no matter where your business goes. But how do you go about choosing these all-important colors?

Consider Color Psychology

The first thing to consider is how you want your customers to think and feel when they first come into contact with your business, whether that’s seeing a storefront or landing on your website. These colors need to be in harmony with the way your business acts and interacts with clients.

For example, if you’re a same-day delivery company, using soft pastel green and purple for your colors will create a disconnect as these are colors we associate with calmness and serenity. However, if you choose a bright, bold color like yellow, orange, red, or even a bright shade of green, your colors will evoke a feeling of excitement and the sense that things are happening quickly.

It’s these subtle differences that can make all the difference in a customer deciding “this is a company I want to work with” and one that “doesn’t feel right.”

How should I choose my brand colors?  

  1. Think about your brand’s personality. Are you presenting a cheery, lighthearted brand? Or something more sophisticated and minimalistic? Perhaps you want to create something unique and stand out from the crowd? The colors you choose will provoke specific emotions within your audience, so knowing how you want to be seen by customers is vital.
  2. Think about your values. Some of your brand’s values can be conveyed through your brand’s colors. For example, if you’re a company that focuses on sustainability, you may find green to be a central part of your brand’s colors because you’re a “green” company.
  3. Think about your customer. If your primary customer is parents of young children under four, you’ll likely want to use primary colors and other bright, exciting colors in your branding. However, if you took those same colors over to a luxury hair salon, you’d likely scare off a large portion of your client base! Match the colors not only with the feel of your brand but also with the customer profile of your ideal customer.
  4. Be aware of the competition. You don’t need to fit in with the other brands in your industry, especially if you’re planning to disrupt it. However, you should be aware of their brand colors so you don’t choose the same shade as them for your primary brand color.

Work with an Expert

It’s okay to choose a few colors you think will work well when you’re first starting your business – in those early weeks and months, we’re often just trying to get everything set up and ready to serve our customers. However, as soon as you’re able to, work with a professional designer. Branding and design is a bit like hair styling – sure, you can cut your hair yourself, but it won’t look anywhere near as good as if a professional had done it. What’s worse, is while you can grow out a bad haircut, you can’t outgrow bad branding! It actively turns off your clients and can seriously hinder your growth, so make sure you get a professional in to get your branding down as soon as you have the budget to do so.

If you’re looking to brand or rebrand your business, Pixel Parfait is here to help. We can help you with every aspect of your visual branding, from your website design to your social media graphics. If you’d like to learn more, you can book your free brand consultation or click here to learn more.

What Makes A Great Business Logo

What Makes A Great Business Logo

Whether you are starting a new business or your current business needs a face lift, the logo is the first step to branding your business.  But what makes a good logo?  How can you give your designer all of the info he/she needs to design a GREAT logo for you?  We have the answers in this short guide to creating an awesome logo.

First, a logo should be simple.  Milton Glaser, the graphic designer known for the “ I love New York” logo, said when speaking with the design blog Design Informer,” You want to move the viewer in a perception so that when they first look at [the logo]…they get the idea, because that act between seeing and understanding is critical “.  In other words, its all about simplicity!  Keep the design simple and clean.








Second, Be unique.  You want your logo to be memorable and easily associated with your brand.  Don’t try to copy exactly what someone else is doing.  Stay away from “over-used” graphics such as, arrows, books and globes.  Also, try thinking outside the box, for example, Starbucks logo isn’t a coffee cup and the Apple logo isn’t a computer.

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Third, your logo should be Flexible.  The most important flexibility your logo should have related to changes in size.  Make sure your logo reads well small as well as extremely large.  The more versatile your logo is, the more recognizable it will be.  One way to make sure the logo will look great at all sizes is to keep it simple and limit it to 1-2 colors.


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And finally, make it appropriate!  Before starting any new branding project, start by setting your goals.  What do you want your logo to portray?  What “feel” do you want your business to have?  What are some of the places that you will want to use your new logo? What colors go with your brand and will follow the general brand “feel” that you have established?  And finally, sometimes it helps to find logos or fonts that you like.  This gives your designer an idea of what style you prefer and what will follow the brand directive.


Logos are extremely important to any business.  The final price of advice that I can give you is to do your research and let your designer handle it.  Once your designer has had a chance to speak with you and look over your research they should have a pretty good idea of what you are looking for.

10 things never to say to your designer – a humorous guide

10 things never to say to your designer – a humorous guide

Before you continue, please know that what you read below is just a humorous guide to talking with your designer; or rather, how NOT to talk with your designer.  As a designer for many years, trust me, I have heard all of these things from good, kind hearted clients.  We know, it can be hard to communicate your needs to a designer.  Plus, we complicate things with our special jargon and computer programs you have never heard of.  Here are just a few things that will help your designer out on your next project.

#1:  Don’t ever say “Ill know what I want when I see it”

Could you possibly give me any less information?  As a designer, I have been working on my mind reading skills. BUT, that doesn’t always result in my best work.  Instead of being vague, try giving the designer an example of something you like, OR write out your goals for the finished product.  This will help your design know what you are looking for.

#2:  Don’t say: “We haven’t finished writing the text yet, but we need a proof now!”

Text, or “copy” as us designers would say, is EVERYTHING!  A design should be built around the most important content.  In-other words, it’s hard to design around nothing.  This also tells the designer that you aren’t organized yet… Not a good sign.  Next time, get the copy as close to perfect as possible before calling in the designer.  Every designer expects changes and edits, but having a close-to-final-draft of the copy will help them get a solid design started.

#3:  Don’t say: “Can you put that into Word so I can edit it?”

There is a reason designers don’t use Word.  Designers use special computer programs that allow us to have more control over the design elements and create printer friendly files.  If you want a DIY option there are many free design programs that will give you more control, Just don’t expect a designer to be able to fix your files once you are finished.

#4: NEVER EVER, EVER say: “Can you use this image I found online?”

Why can’t we use web images?  There are a few reasons that this won’t work.  1.  For images to be found in a google search they must be owned by someone. without the proper permission to use those images you are essentially stealing from the original owner.  2.  Web images are low quality (for faster loading online) and will not print well in your final design.  3.  It’s so easy to have quality images!  At Pixel Parfait all stock images are included in your design fee.  We will even let you browse through our stock image library if you wish.  You can also get great stock images from any of these sites….visit

#5:  Don’t be vague and say: “Can you make it POP?”

Again, see #1.  Statements like this are so vague and unfortunately most designer haven’t mastered mind reading yet.  Other descriptions like, “edgy”, “modern”, “pretty”, or “fancy” are equally as hard to understand what you are looking for.  Instead, find examples of designs that you like and show your designer examples of what you are looking for.

#6:  Avoid saying: ”Can you just use our logo and photos from our website?”

See #4…

#7:  If you want your designer to remain sane, don’t say:  “ Can we go back to your original design (17 proofs ago)?”

After you explain what you need, let your design do their thing!  This is what we are good at!  Asking for 20 proof options, or changing your mind half way through only adds time (read: MONEY) to your project, and limits the designer’s creative abilities.  Don’t waste your designer’s time with countless experiments when the original design is what you were looking for. JUST DON’T DO IT!

#8:  Seriously, don’t ever say: “I started this in Paint, can you finish it for me?”

Paint, text editor, and other programs that come on your standard PC or MAC can be great for some things.  Graphic design is not one of those things.  We have expensive programs for a reason!  Its best to let your designer use their professional tools from the beginning – I promise you will be much happier with the final product.

#9:  Just don’t do it!  Never say:  “ I can’t pay for your work, but you will get TONS on exposure!”

Imagine this:  You are a home builder.  A potential client comes to your office and asks you to build a beautiful new home for him.  After you talk about the details and come up with the initial plans, the client turns to you and says “I can’t pay you, but I’ll tell everyone that YOU build my house”.  What do you do?  If you are thinking, “I would punch the guy in the face”, I would understand.  Asking for free work is insulting to any professional.  We have pride in our work and value our time.  Now, there may be an exception to this rule for Non-Profits and Charity Events…. But don’t assume that a design will work for free.  Exposure doesn’t put food on the table….and most designers like to eat.

#10:  And finally, avoid saying: “ Just make it beautiful!”


Well there you have it!  The Moral of the story is: Be specific, value your designer and their work, and don’t expect us to read your mind!  As a designer I know that most people have said at least one of these things to a designer, and its OK, we’re used to it! =D