There are many different components to Web3 branding. Names, logos, taglines, and so on all come together to create a brand that consumers can engage with. But one feature ties all these together and this is the colour.
Colours are a major part of any brand and are integral to their identity. Think of the McDonald’s golden arches and red background. Think of the yellow taxis. Think of any major brand in the world and you can probably recall their distinct colours. But what do these mean for a web3 brand?
The Colour of Web3
Colours’ importance in web3 branding goes beyond just the aesthetic value they provide. Colours, as science has proven, have the ability to make us feel certain things. There is a reason why blue, purple, and other colours are called ‘cool’ colours. There is also a reason why certain establishments like schools choose bright colours and others like prisons and hospitals choose dull, muted ones.
When you choose a colour for your web3 business, you decide how people should feel when they see your logo or visit your website. This has to be chosen with great care, which is why we’re highlighting what some common colours say within a branding context:
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Black
You’ll have probably noticed that black is most commonly used by luxury and minimalist brands. This is because black gives off the feel of sophistication. Black being used by a web3 business will make it seem more ‘serious’ and sophisticated compared to its peers and this makes it suitable for the more ‘serious’ part of the industry. A meme coin likely doesn’t need black as its main colour but a custodial service or an investment firm probably does.
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Gray
Gray as a colour signified neutrality and maturity. So, you should opt for this if you are a business that is dependent on maturity and neutrality. Just like with black, custodial services, businesses that deal with the more serious aspects of the space should opt for the colour including exchanges, legal services, and so on. Because so much of the web3 space is based on entertainment and memes, it is not immediately obvious why this is needed but investors don’t want to be entertained when giving you their money or dealing with serious legal issues and your colours should reflect that.
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Red
Red as a colour is known to trigger feelings of passion and urgency in people so it is best to use it if your business thrives on this. If you are selling a meme coin or some sort of consumer good related to web3, this would be a good option for you. If you’re running a one-off promotion and need to deliver a sense of urgency, this would also be a good option.
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Blue
For many people, blue triggers feelings of trust and security, which is why it is used by so many banks and healthcare providers. Again, if you need customers to see your business as a secure institution that they should trust, blue might be a good option for you. Crypto exchanges, especially, should consider using this colour.
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Yellow
The colour yellow is connected to excitement, creativity, and even hunger (take a moment to think of all the fast food brands that use yellow in their branding). You’ll want to use yellow if your project is an especially exciting or creative one that looks to appeal to consumers’ fun side.
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Brown
Brown, being the colour of the earth, is used mainly by outdoor-related brands. As such, you don’t see a lot of web3 branding leveraging it. If your brand does have something to do with the outdoors, consider it.
How to Choose Your Web3 Branding Colours
While we’ve touched on some of the connotations of common colours, you’ll still need to decide what aesthetic direction your web3 branding will take. Here are a few ways to go about that:
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Consider Your Business Purpose
As we’ve discussed in this blog post, different businesses are known to use certain colours because they align with their goals. Food brands want to create excitement in customers, so they use yellow. Financial companies want to be trusted, so they use blue. Take a moment to consider what type of web3 company you are running and what its purpose is. This will help rule out some colours and narrow your options.
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Consider Your Overall Branding
While colours are very important, they are not the only component of branding and have to work in tandem with other elements. So, consider what you want your logo to look like, and how your website will look, and make sure that the colours work well with them. Also, consider your merchandise as some colours are hard to pull off on physical items. If you have the budget for it, print samples of your merchandise in multiple colours before you make your decision.
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Consult With Experts/ Your Team
When you hire the services of an agency like Proleo.io, you’ll get guidance about every aspect of the branding process, including your colours. You won’t have to worry about relying on trial and error but will have the guidance of experts with years of experience with brands in different niches.
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Consult Your Audience
A good way to decide what colours are best for you would be to look at other businesses in the industry and see what customers appear to respond to best to. If you already have a community behind your business, you can also reach out to them for their feedback on potential web3 branding colours, especially if your business is going through a rebrand.
Conclusion
Web3 branding is one of the most important things your business needs to invest in to not only stand out in the industry but communicate value to customers. Your brand colours make a huge difference in how you will be perceived and as we’ve highlighted in this article, they need to be chosen with purpose and care.
