A Rainbow Of Emotions: Color Basics

Overview

Color is a powerful tool that is more complex than it seems. There are many different theories and aspects that involve color. In order to truly understand color and how to incorporate it into your brand marketing, it is important first to understand the basics of color. Let’s start at square one.

Color Theory

Color theory is a combined set of rules that are creative and scientific. These rules are used by designers, marketers, and surely art students everywhere to decide how to put colors together. Additionally, color theory lays the groundwork for choosing the right colors to communicate the desired message to users. 

Primary, Secondary, And Tertiary Colors

What are Primary Colors? What are Secondary Colors? 

The color wheel is made of 3 base colors, or primary colors: Red, blue, and yellow. The primary colors, when mixed, create secondary colors: green, orange, and purple. 

What are Tertiary colors?

Tertiary colors are when primary colors are mixed with secondary colors. An example of this is red-orange. Tertiary colors create additional gradations of colors on the color wheel — six in total. 

Hues, Tints, and Shades 

Are black white and grey considered colors? 

White is considered a tint; when white is added to a color to make it lighter, this is a tint. 

Black is considered a shade; when black is added to a color to make it darker, it is a shade. 

Grey is considered a tone; when black and white (or grey) are added to a color, it becomes a tone. 

What is a hue? 

Hues: A pure color that is found on the color wheel and has had nothing added to it to change its properties.

Complementary Colors

What are complementary colors? 

Complementary colors are colors that are across from one another on a color wheel. They have a sharp contrast and can be a good way to choose pop colors for branding. 

An example of a color palette with complementary colors: Purple and yellow or blue and orange.

Ask Yourself

This photo features 3 squares on top of different color backgrounds. 

Are all of the pink squares the same color? 

Answer: Yes! 

This is a perfect example of how a background color can skew perception of a color. In the middle, the pink square looks brighter because of the contrast with the dark purple. This is something to keep in mind when using colors or choosing your brand colors. 

Analogous Colors

What are analogous colors?

Analogous colors are any 3 colors next to each other on a 12-part color wheel. An example of this is yellow-orange, orange, and orange-red. Typically one of the three colors will dominate the others. 

Warm and Cool Colors

What are considered warm and cool colors?

Colors are also separated into categories of warm and cool. Red, orange and yellow are considered warm colors, and green, blue, and purple are cool colors. 

Like what you see? Read more from our Blog on marketing knowledge, tips & tricks. 

How To Use Trello For Your Social Media Content Calendar

Do you find yourself scrambling at the last minute to come up with social media posts for your business? Are you sending out e-blasts on the fly? If so, there is a good chance that you aren’t capitalizing on your content marketing plan! Creating a content calendar for your business’s marketing plan is extremely crucial to your success. It helps keep you organized, ensures that your messages stay consistent, and guarantees that every post is a true representation of your brand.

You can use content calendars for all of your digital marketing efforts such as social media posts, blog posts, email communications, YouTube videos… you name it! There are numerous scheduling platforms that offer this capability as well, but unfortunately can come at a high price point and don’t offer customizability. That’s where Trello became a key player for us. We use Trello to organize many facets of our digital marketing plan, but in this post, we’re going to dive into how we use it for our social media calendars:

First, a little bit on why we love Trello for content calendars…

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What Digital Marketing Looks Like in 2018

With a new year comes new trends. We’ve seen new fashion trends, new dietary trends, new fitness trends, and even some new marketing trends! Check out the top 3 marketing trends you will see in 2018:

1. Live Video: The Rise of Professionally Shot Live Videos

When you hear the words “live video” you probably think of the people who share somewhat shaky and unscripted content on Facebook and Instagram – and it’s typically shot on a smartphone. Don’t get us wrong, we love a good authentic live video… but as 2018 creeps along, you will start to notice the emergence of professionally shot live videos. With new features on Facebook, users can now hook up multiple DSLR cameras, sound equipment, and lighting. Making their live videos look like a professional production! This will come in handy for those businesses who are looking to host things like webinars, live workshops, workouts, Q&A’s and more! Check out how Kohl’s used Facebook Live to host their very first live workout. Read more

How Blogging Helps Your Business

We’re going to let you in on a secret… When it comes to your business, it is not enough to just be on social media. Blogs are an extremely useful tool to set your company apart from the rest and cut through the noise of busy social media platforms. Take it from the experts: 53% of marketers say blog content creation is their top inbound marketing priority (via Hubspot). Read on to learn how blogging will help your business:

Increase Searchability

We’re sure you’ve heard the term SEO, but what does it mean? Seach Engine Optimization (i.e. SEO) is the implementation of tactics that increase traffic to your website through organic search engine results. There are two goals:

  • Increase quantity
  • Increase quality

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What’s the Scoop: LinkedIn Groups

If you are on social media sites like Facebook, Instagram, and Twitter, chances are that you have a profile on LinkedIn. But are you using it to its full potential? If we were betting people, we’d bet that you are probably aren’t (but not for a lack of trying!).

One of the most under-utilized tools of LinkedIn is LinkedIn Groups. Have you heard of them? Are you using them? If you answered “no”, check out the scoop below!

What is a LinkedIn Group?

Think of LinkedIn Groups like an online club. It’s a “place for professionals in the same industry or with similar interests, to share content, find answers, post and view jobs, make business contacts, and establish themselves as industry experts.” Read more