Visual Identity III: Color Scheme - Overview

One of the most exciting parts in building the company’s visual identity is defining the color scheme. Color Scheme is the process of planning and selecting the color that will match the company’s branding and line of products.

Color schemes are often based on the nature of the company. For example, technology companies use blue, nautical services use teal, online shopping services use orange, fast foods use red and nature-related products use green. For my website I used shades of blue because my target clients are Information Technology and RAN Infrastructure companies.

When selecting the colors, you need a dominant, accent and neutral Colors.

• Dominant Color is your primary color that will occupy more or less 70% of your marketing collateral. This is the color that your company will be associated with.

• Accent Color highlights a particular information or splits a set of information. It is often bright and in contrast with the dominant color.

• Neutral Colors are white, black and shades of grey. They are the graphic designer’s best friends. Neutral colors are used for texts, backgrounds and tables.

Once you have decided for your dominant and accent color, you can now create your Color Swatch using Adobe Illustrator.