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Color Me Successful: Marketing Your Technology Company with the Right Color Palette


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From staffing the best team members, to communicating with clients and staying a step ahead of the competition, there’s a lot that goes into running a successful technology company. Something you might not have considered? The ideal color palette for your logo, website and collateral pieces.

Color plays a tremendous role in establishing a company’s overall feel. By developing a specific palette, you create a consistent look while also tapping into people’s subliminal thought processes — and that can affect the way people choose to interact with your business. Design At Work has compiled a few helpful tips for choosing colors that speak to who your company is, help you stand out from the crowd and elicit the reactions you’re going for.

Practice restraint.
They say less is more, and nowhere is that more true than in the world of color. Incorporating too many hues into an advertisement or web page tends to draw the eye in numerous directions at once diluting the look and taking away from your message. Instead of going full-on rainbow, select two primary colors that complement one another, yet have the right amount of contrast. Color calculators such as this one by Sessions College are a great place to start. Once you’ve established your main tones, select two to three accent colors which allow you to add something different to your brand without taking away from the overall look.

Know what (and who) you’re up against.
It isn’t enough to create a combination that is pleasing to the eye. Choosing the same palette as a competitor — or even one that is too similar — can create confusion among colleagues, customers and, worst of all, potential customers. Before deciding on your chosen hues, do a quick online search and pull competitor logos together into one document you can easily reference throughout the color choice process.

Go beyond mere visuals.
Sure, it’s OK to use your favorite colors as an initial guideline, but remember there is psychology involved. Hues affect people in ways they aren’t even aware, and it’s important to consider the ways various colors translate. Blue, for instance, is a calm color known to encourage feelings of trust, order and security. As such, it is a common color among technology companies. Orange tends to make people feel warm and energized, while green conjures, among other things, thoughts of nature and health.

Of course, these are just a few of the things you’ll want to consider when developing a custom color palette for your technology company. If you’d like to know more, feel free to get in touch with Design At Work’s graphic design gurus. You can also reach us through our Contact page. We look forward to hearing from you!



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