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I’m often asked how I come up with color palettes for brands. Color palettes often help set the overall aesthetic for a brand and since my method is something anyone trying to improve their brands could do, I thought I would share how I came up with my aesthetic. 

I ask all of my branding clients to complete a branding questionnaire that tells me more about the heart behind their businesses, but I also ask them to pull together a Pinterest board. The board can contain a few logos and other design elements, but in general I can learn so much more about a client when they pin interior design, outfits, wallpaper, accessories, invitations, wedding inspiration and artwork. 

So if you’re thinking about branding but you’re feeling completely lost and overwhelmed, I recommend going through the following process:

Define a Brand Aesthetic | Davey and Krista 

Step 1

Create a new (secret) board in Pinterest. Go back through all of your past pins and add the ones that really feel like you to that new board. You can even add some of your own work to the board.

If you don’t have a lot of pins yet, or most of your pins are recipes, try searching for home inspiration, outfits, specific colors and even mood words like “romantic”, “classic” or “rustic”.

Define a Brand Aesthetic | Davey and Krista

 

Step 2

Once you have that board together and refined to your favorite thirty or so pins, open up Photoshop and start adding your all time favorite pins to the document. 

You can even download my board template here »

 

Define a Brand Aesthetic | Davey and Krista

Step 3

From there, use the eyedropper tool in Photoshop to sample the images and create a color palette. It might sound difficult, but if you’re choosing your favorite pins, themes and color palettes tend to emerge pretty naturally! 

Define a Brand Aesthetic | Davey and Krista

Step 4 

Implement it! Use the mood board and color palette you just created to help change the colors on your website, to choose client gifts and even to help figure out what to share on Instagram! 

 

Defining a Brand Aesthetic

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  1. Natalie

    April 21st, 2015 at 8:36 am

    Absolutely brilliant!

  2. Renee

    April 21st, 2015 at 7:38 pm

    Incredible! This whole process blows my mind!!!

  3. Maria

    April 22nd, 2015 at 6:12 pm

    This was so very helpful! Thank you for sharing!

  4. Tessa Blackstone

    July 20th, 2015 at 12:41 pm

    I absolutely love this process! I will be working on this tonight!! <3

  5. Nikki Daskalakis

    August 15th, 2016 at 8:44 pm

    This is inanely helpful! Thank you!

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