As a web design agency, one of the most common conversations we have with clients is regarding their color palette. Many small business owners are confused about color, and tend to want to design their brand around their own personal preference, without even considering what would appeal most to their audience. For instance… If you are a consultant and your primary client is a 45-60 year old male executive, chances are that a pink website is not going to attract their attention. On the flip side, if you work primarily with stay at home moms, then corporate blue and white may bore them away.
Understanding color meanings (both positive and negative), and how they relate to your target audience (age, class, gender) will help you create a stronger brand palette. Take a look at the following infographic on color theory. Do the colors you use for your brand work for your target?