Choosing the right brand color is no small decision. It's one of the first things people notice, and it plays a crucial role in shaping how your brand is perceived. For me, that color is yellow.
I've spent over two decades building and promoting brands for small businesses and non-profits. Colleagues often say I have a talent for seeing "the big picture," which helps me craft both long-term strategies and quick, impactful marketing wins. I trust my instincts when it comes to branding—instincts that have been shaped by both successes and failures over the years.
When it came time to design my own brand in 2017, I made a conscious choice not to share it with anyone during the process. I wanted to trust my vision before letting outside opinions influence me. But once I was finished, I invited a small group of trusted colleagues to review it. Their responses were pretty similar:
“I love the yellow!”
“It’s so friendly and clean.”
“I can’t believe you chose yellow, but I love it!”
Yellow is an iconic color. It represents light and warmth—but also depth of information. That’s exactly what we aim to provide: information that empowers small businesses to leverage my team's experience and tools to build and promote their brands effectively.
That said, launching my own brand was one of the hardest projects I’ve ever tackled.
This experience reinforced what I already knew: It's incredibly difficult to build a brand from the inside. As business owners, we have the ideas and the drive, but we're often too emotionally attached to see our brands objectively. That’s why an expert perspective is so valuable—it helps refine the most important details and bring your vision to life with clarity and purpose.
As a boutique creative agency, I also wanted a name that felt personal. I loved the play on words in my brand name, inspired by my habit of working late into the nigh - illuminated only by the glow of my laptop screen when my daughters were young. My, and their, personal night light. I wanted my brand to feel warm, inviting, and full of energy - just like the color yellow.
Some of our more important services include putting together a Brand Kit, A Brand Style Guide, and a Media Kit. But the Brand Kit is the most fundamental part of the foundation - and includes the 'fun stuff' like picking brand colors. Here are three tips I've put together for you as you think about your brand journey.
3 Tips for Creating a Strong, Color-Driven Brand Kit
Choose a Color with Meaning: Your brand color should align with your values and the emotions you want to evoke. Research color psychology and consider how your choice will resonate with your audience.
Build a Complementary Palette: While your primary color sets the tone, a well-thought-out secondary palette enhances your brand’s depth and versatility. Make sure your supporting colors balance and contrast effectively.
Be Consistent Across All Touchpoints: From your website to social media and print materials, consistency is key. Use your brand colors strategically to create a cohesive and recognizable visual identity.
Branding is more than just aesthetics—it’s about making a lasting impression. Sometimes, the right color can say it all.
Feeling overwhelmed? Let us help.