Creating a Color Palette

Creating Your Color Palette

Your color choices matter. People who engage with your brand will see your colors before anything else. In fact, 90% of a user’s assessment of your brand will be based on color alone.

How Many Colors Should You Choose?

This is subjective and the choice is yours. However, having a large number of colors may come across as overly busy or anxious, so our recommendation is to limit your color palette to 2-3 colors.

Use Colors to Increase Brand Recognition

You can strengthen your overall message and increase brand recognition by consistently using the same colors on your website, social media, and other marketing materials. For example:

Your Color Choices Make an Emotional Connection

For example:

  • Red means “passionate”, “active”, “youthful”, and “exciting”.
  • Pink means “love”, “calm”, “warmth”, and “respect”.
  • Purple means “deep”, “creativity”, “original”, and “unconventional”.
  • Navy means “trust”, “order”, “loyalty”, and “sincere”.
  • Green means “balance”, “growth”, “restore”, and “sanctuary”.
  • Blue means “spirit”, “perspective”, “rescue”, and “determination”.
  • Orange means “instinct”, “optimistic”, “spontaneity”, and “freedom”.

Other Considerations When Choosing Your Palette

  1. Professionalism and Trustworthiness: Law firms typically aim to project an image of professionalism, trustworthiness, and reliability. Neutral colors such as blues, grays, and blacks are popular choices as they convey these attributes effectively.
  2. Differentiation: With so many law firms leaning towards traditional colors, you might want to introduce a color that stands out, ensuring your firm is memorable in the digital space. Just ensure it doesn’t compromise the image of professionalism.
  3. Target Audience: Understand your primary clientele. If you’re targeting corporate clients, a more conservative palette might be apt. But if you’re leaning towards a younger demographic or a niche area like entertainment law, brighter or unconventional colors might be fitting.
  4. Web and Mobile Considerations: Ensure that the chosen colors display well on both web and mobile platforms. Sometimes, colors might look great on a desktop but lose their appeal on a mobile screen.
  5. Versatility: The colors should be versatile enough for various applications, from your website and digital ads to printed materials and office decor.
  6. Feedback and Testing: Before finalizing, gather feedback from colleagues, existing clients, and perhaps even a focus group. A/B testing on digital platforms can also provide insights into which colors resonate best with your audience.

You want to ensure that the colors represent the firm’s values while also making it stand out in the digital space.