So, Reader, you know when you're picking a new outfit, and you suddenly realize that the right shade of blue can make all the difference?

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Or black in my ever so monochromatic closet… 😅

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Yeah, that's kind of how I feel about choosing colors for a brand.

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It's not just about randomly picking pretty colors from a mood board.

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It's about finding those perfect hues with the right undertones that truly embody the emotions you want your brand to evoke.

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Sounds simple, but trust me, it's an art. Here's where it gets even cooler:

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Once we've got our chosen colors, the real magic begins with the color balance and expansion.

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To some, it might sound like an extra step, but to me, it's the heartbeat of the brand.

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Take a page from my own process when working on a client brand, where we have our selected color palette, and we are actually balancing it out by having:

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🟣 our main brand color

🟣 two main accents

🟣 two complementary accents

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But there's ONE more step I absolutely think opens up the doors to the best brand color usage. 9/10 clients ALWAYS comment that their mind is blown when they see it in action in their brand guidelines: Playing with opacity.

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By tweaking the opacity of our chosen colors, we can create a whole spectrum of shades.

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Take this mood board we did for Beryl and Stacie of Revitalized for example: we started with our core brand colors and ended up with a whopping 24 shades!

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All beautifully synchronized to give a cohesive and polished look.

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I'm sure by now you've picked up on my slight obsession with colors. 😂

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But in all honesty, everything I do here is with intention and purpose. My goal is to help you make your brand shine in all its vibrant glory, in the most profitable way (great design + consistency = trust & conversions).

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So, if you're looking for someone to treat your brand with this level of detail and passion, I'm your person.

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Think you'll see your brand colors in a new light?

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Possibilities just opened up and you can apply everything I described and get more out of your palette and still stay cohesive! Win-win.
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Hit reply and let me know what you think about this!

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Penguin Designing

Sent with love from San Diego, CA 🌴

United States

113 Cherry St #92768, Seattle, WA 98104-2205

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