Creating a Color Palette

“Mere color, unspoiled by meaning, and unallied with definite form, can speak to the soul in a thousand different ways.”
— Oscar Wilde


You know it: colors are powerful. They evoke an emotional response, they appeal to your unconscious, they can certainly set the tone, literally, for a brand. But do you need a set palette for your’s or can you just pick what looks good to you? When defining a look and feel for your project or your brand, color should most definitely play a big part, and coming up with a palette for primary and secondary colors that are used across your communications helps to unify your look - and it can help to communicate your values and positioning in a subtle but impactful way.

Here are some pointers for what to keep in mind when looking at colors for a project or a brand:

  • choose a set of primary and secondary colors
  • choose several neutrals and one or two accent colors
  • be sure include a mix of lighter and dark tones
  • for web sites, define beforehand how colors are used: text, callouts, quotes, headlines, backgrounds etc, so the overall effect is balanced with clear hierarchy
  • pay attention to colors’ inherent message: warm or cold, delicious, fresh, punchy or elegant, etc., being aware of common associations, especially in the world of food
  • sufficient contrast between different design elements, foreground and background is critical for legibility, especially for text


Typically, your chosen color palette will be defined in several ways to assure consistent application across screen and various printing technologies. Each color is defined through

  • PMS or Pantone number for larger-run offset printing and as the standard to compare to
  • CMYK (4-color for offset or digital printing), with values for Cyan, Magenta, Yellow and Black
  • RGB for general screen applications like Powerpoint presentations, giving values for Red, Green and Blue
  • HEX color for web use, with a nice number/letter combination to define the color (there are 16,777,216 possible hex code combinations!)
  • Color Saturation which is measured in % and it defines a range from pure color (100%) to white (0%). In other words, saturation measures how vivid and rich a color is: e.g., neon colors are very saturated, while pastels are less saturated.

Marketo has put together a great overview of basic color characteristics:

If you’re working on your own color palette, you can get great inspiration from Pinterest, and Adobe Color is an incredible app that lets you capture photos and then converts various points within that photo to a color palette that you can save in your Adobe Cloud account for sharing or later use.

Just training your eye to look around you and discover interesting color combinations can be a great start. And of course, if you need help pulling it all together, there’s a designer nearby who thrives on working with color. ;-)

6 things you need before getting a new logo

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To make the process of developing a new company or product logo as efficient and successful as possible, it's important for you to have thought about a few things your designer will need to know.  Here are 6 pieces to have in place before you embark on logo design:

  1. - know who you are as a company, and who your customers are
    (what do you stand for, what is your vision for the next 10 years; what do your customers care about, how do they interact with your brand, what are their challenges and pain points?)
  2. - know what your company’s strengths and challenges are
    (since you may not be perfect in EVERY aspect, bank on what you do really well and make sure you do the rest well enough to compete)
  3. - know how your products or services differentiate themselves from the competition
    (why would customers pick your's over others? Is your brand story part of that?)
  4. - products: how do you categorize/sub-brand different products and what is the overriding brand and vision 
    (are you focusing on one overhead brand with regular product names or do you highlight unique product names and only sign off with the company name somewhere less visible?)
  5. - think about where and how your logo will be used 
    (packaging, web, promo material, trade shows, videos, apparel?)
  6. - gather some examples of logos or design that embody your desired style
    (for talking points only, not every aspect has to fit)

What you don't need to know about your future logo: what color it should be, what exactly it needs to look like, and what kind of font(s) it should use. It doesn't hurt to share your ideas, of course, but concentrating on the top 6 will go a long way in helping your designer explore in the right direction.

Are you ready for a new logo for your company or next product? Let's talk.

Playing with Transformation

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This month, I had a lot of fun with my 15-year-old niece, visiting from Germany. One of our most creative days involved transforming her from her perfectly lovely normal self into a glamorous "model". With a vintage dress from a local thrift store, styling, photography (and a little editing) by yours truly, we created a very different girl indeed.

She's safely back in school - and skinny jeans - but this aunt is mighty glad to have captured what I only saw in my mind's eye before.