Using Complementary and Analogous Colors in Branding

When you're creating a color palette for your brand, you want it to be harmonious and visually appealing. Color theory provides a framework for combining colors in a way that is pleasing to the eye. Two of the most fundamental and useful color schemes are complementary and analogous.

Understanding how to use these two schemes can help you to create a professional and effective brand color palette, whether you're designing a logo, a website, or a social media graphic.

The Color Wheel: Your Starting Point

Both of these color schemes are based on the relationships between colors on the traditional color wheel.

Complementary Color Schemes: For High Contrast and Energy

A complementary color scheme is made up of two colors that are directly opposite each other on the color wheel.

• Common Examples:
  • Red and Green
  • Blue and Orange
  • Yellow and Purple

The Effect of a Complementary Scheme:

• High Contrast: This combination creates the strongest possible contrast between two colors.
• Vibrant and Eye-Catching: The high contrast makes the design feel energetic, vibrant, and bold. It's great for grabbing attention.
• Can be Jarring: If not used carefully, the strong contrast can be overwhelming or even jarring to the eye.

How to Use it in Branding:

A complementary color scheme is rarely used in a 50/50 split. The best way to use it is to:

1. Choose one color as your dominant brand color.
2. Use its complement as an accent color.

This is a perfect strategy for your website's call-to-action (CTA) buttons. If your website's main color is blue, an orange CTA button will pop off the page and be impossible to miss.

Brands that use it: This scheme is popular with sports teams (think of the Los Angeles Lakers' purple and gold) and brands that want to create a sense of excitement and energy.

Analogous Color Schemes: For Harmony and Cohesion

An analogous color scheme is made up of colors that are next to each other on the color wheel. It typically consists of one dominant color and two or three adjacent colors.

• Common Examples:
  • Red, Red-Orange, and Orange
  • Blue, Blue-Green, and Green

The Effect of an Analogous Scheme:

• Harmonious and Pleasing: Because the colors are so similar, the palette feels very cohesive, calm, and serene.
• Often Found in Nature: This type of color scheme is very common in the natural world (like the colors of a sunset or an autumn forest), which can make it feel very comfortable and organic.
• Can Lack Contrast: The main challenge with an analogous scheme is that it can sometimes lack the strong contrast needed to make certain elements stand out.

How to Use it in Branding:

An analogous scheme is great for creating a sophisticated and elegant brand identity.

1. Use the 60-30-10 Rule: To create sufficient contrast, it's a good idea to use the 60-30-10 rule. Choose one color as your dominant color (60%), one as your secondary color (30%), and a third as an accent (10%).
2. Pair it with a Neutral: An analogous color scheme often works best when it is paired with a neutral color like white, gray, or black to provide balance and to help the main colors stand out.

Brands that use it: This scheme is popular with brands related to nature, health, and wellness, or any brand that wants to create a calm and trustworthy feeling.

Which Scheme is Right for Your Brand?

The choice depends on the personality you want your brand to convey.

• Choose a complementary scheme if you want your brand to feel bold, energetic, and dynamic.
• Choose an analogous scheme if you want your brand to feel calm, harmonious, and sophisticated.

By understanding these two fundamental color harmonies, you can move beyond just picking colors and start building a strategic and visually appealing color palette that effectively communicates your brand's message.