color schemes

How to Choose the Right Color Scheme for Your Marketing Materials

Color is an important aspect of any brand, especially in marketing. Marketing sets the tone for how your company is portrayed and can have a huge impact. That is why choosing the right color scheme is so crucial to developing successful marketing campaigns.

Your marketing materials will tell a story and are a way for customers to recognize your brand. Using the correct colors will allow you to create an impactful campaign.

The study of light and color in marketing is nothing new. Color theory has been studied for hundreds of years and continues to be an influential topic today. There are a variety of tools and information available today to help enhance your overall knowledge of color.

Read on to get a better understanding of color schemes.


What Does Each Color Represent?

As you begin to create your marketing materials it is important to know what each color represents and how those colors interact with one another. You also want to ensure that your colors correspond to the product or service you are marketing.



red color scheme

Image Source: Ads of the World

Red is a popular color in marketing for many reasons. Red often represents boldness and excitement, and is often used to grab your attention.

For example, red is used by many fast food companies in order to quickly catch customers’ attention.



orange color scheme

Image Source: Behance

Orange often represents friendliness and motivation. It is typically seen as a positive and inviting color.



color scheme yellow

Image Source: Ads of the World

Similar to the characteristics of orange, yellow often represents optimism and warmth. It is seen as bright, young, and fun.

Yellow is another popular color that is used in the food industry.



color scheme green

Image Source: Behance

Green often represents balance and growth. Also prosperity, safety and clarity.

Green is often a color you see associated with organic products or materials.



color scheme blue

Image Source: Behance

Blue represents trust, ambition, and strength.

Blue is often seen as a strong and stable color that is used by many companies today.



color scheme purple

Image Source: Behance

Purple represents creativity and imagination.

It is often used to represent new ideas and also wisdom.



color scheme pink

Image Source: Behance

Pink represents love, respect, and calm. It is seen as a fun and youthful color.


The colors that you choose for your marketing materials are meant to grab the attention of your consumers and elicit a response.

The right colors will help to give a good impression of your company and showcase the best qualities associated with your brand.


Choosing the Right Color Scheme

Once you have identified the colors that you want to use and the message you want to portray through color, it is important to choose the right color scheme for your marketing materials.

A color scheme is the combination of colors that you will use for your entire campaign. Choosing the right color scheme will help you to create the right mood and tone for your marketing materials.



Monochromatic color schemes use varying shades and tones of the same color.

monochromatic color scheme

Image Source: Behance

Depending on the message you are trying to get across, this can be a useful color scheme.



analogous color scheme

Image Source: Behance

Analogous colors are those colors that are next to each other on the color wheel. A common analogous color scheme seen today is red, orange and yellow. Used in the right way, this can be a powerful color scheme.



Colors that complement each other and are across from one another on the color wheel. A great example is blue and orange.

When separate, the colors may not seem like a good match, but together they are a great combination.



triadic color scheme

Image Source: Behance

A triadic color scheme is a three colors that are equally spaced from one another on the color wheel. An example of a triadic color scheme would be orange, green, and purple.


Portraying the Right Message

Color is an incredibly powerful tool when used in the right way. Color has the ability to impact emotions and create lasting impressions.

Choosing the correct colors for your brand is a key part of any marketing campaign.

First begin by studying different colors and the primary characteristics associated with specific colors.

Once you have identified the qualities that you want your brand to portray, then you will be able to choose the colors that best represent that vision.



Casey is a writer and content strategist, and has worked with a number of brands, including Rainbow Symphony. She writes on the latest trends in promotional advertising and marketing.

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