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Marketing Project Management: A Thorough Step-By-Step Guide



11 B2B Content Ideas to Fuel your Marketing (with Examples)

Over the past decade, the rise of digital platforms and content marketing has launched us (ready or not) into a new era — and project management has become critical to a marketing department’s success. 

In fact, recent data from PMI reveals that companies with strong project management capabilities are far more likely to meet goals, stay within budget, and deliver content on time. They’re also far less likely to experience scope creep or project failure. 

So we’re going to take a deep dive into marketing project management — what it is, what the stages are, and how you can get started right away. 

Stages of marketing project management: 

  • Project definition 

  • Determining the best marketing channel(s)

  • Creating strategies for each channel

  • Budget planning 

  • Identifying deliverables

  • Timeline creation

  • Task delegation and scheduling

  • Execution

  • Quality assurance

  • Delivery and evaluation 

What is marketing project management?

Marketing project management is the process of guiding a marketing campaign from idea to finished product. It means organizing things in a way that maximizes both creativity and efficiency — enabling teams to consistently create content on time, on brand, and on budget. 

Key stages of a marketing project management

In this section we’re going to go over the different stages in the marketing project management process, showing you how to take your team from idea to finished product like a pro. 

1. Project definition 

The first thing you need to manage when kicking off a new marketing project is the idea itself.  Specifically, you need to transform it from something that’s glossy and vague into something specific and actionable. 

Meet with your client and key stakeholders to determine the following: 

  • Project goal(s) – Why are you taking on this project in broad terms? Example: To increase online sales.  

  • Project objective(s) – What are some specific, measurable things you need to do to meet your goal? Example: Increase your conversion rate by 50% in 12 months.

  • Project strategies – How exactly will you achieve your objectives? Example: Implement an email marketing campaign to drive traffic to your website. 

As you can see, it’s important to define your project in both broad and specific terms, answering questions of why, what, and how. This provides your client and team with a purpose while also identifying key indicators that will define success. 

2. Determining the best marketing channel(s)

Once you’ve defined the project, the next phase involves choosing the best marketing channels to meet your objectives. When doing so, it’s important to consider both the project’s audience and type of business. 

If you’re working with a B2B brand, for example, LinkedIn is the place to be. Consider these statistics

  • LinkedIn drives 50% of all social traffic to B2B websites and blogs.  

  • 80% of all social media B2B leads come from LinkedIn. 

  • Among executives, LinkedIn is the number one choice for professionally relevant content. 

If you’re working with a B2C brand, on the other hand, marketing on LinkedIn doesn’t make much sense. Social platforms like Facebook and TikTok are going to be a better choice to reach B2C customers. 

Beyond social media, here’s a summary of commonly used marketing channels that work for both B2B and B2C brands: 

3. Creating strategies for each channel

Once you’ve chosen your channels, it’s time to create a strategy for each one. Ask yourself a few key questions to get this ball rolling: 

  • What type of content does your audience normally consume on each channel? Do they watch videos, for example? Read white papers? 

  • What does your audience need or want the content to do for them? In other words, what purpose should it serve?  

  • How often should you reach out to your audience on each channel? What is considered reasonable and not spammy? 

Then, you can create specific strategies for each channel based on your responses. Here are a few examples: 

Channel: Website

Type of content: Long-form blog articles

Purpose of content: Educational

Frequency: Once a week

Strategy: Create educational, long-form blog articles and publish to the website once a week. Distribute via SEO, paid ads, and organic social media.

Channel: Social media (TikTok)

Type of content: Short videos

Purpose of content: Entertainment

Frequency: Once a day

Strategy: Create short, entertaining videos for TikTok that can be posted daily

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4. Budget planning 

The next phase in marketing project management involves the budget. Oftentimes, the client or c-suite will give you a budget in the beginning and ask you to work within those parameters. 

If this is the case, you’ll need to work backwards from the total allotment to create a specific budget. If you’re given $10,000 to work with, for example, then you have to look at the strategies you’ve developed and assign each piece its own line item in the budget. 

When doing so, you may find that you need to trim down or eliminate certain parts of the project due to budget constraints. When this happens, it’s important to communicate with the client about any changes to the original objectives. 

Other times, a client or executive will ask you to come up with a budget that would allow you to meet the defined objectives. In this case, you’ll work the other way around, tallying up the cost of each individual strategy until you have a complete budget and then pitching it for approval.   

5. Identifying deliverables

Once you have an approved budget, it’s time to get down to the nitty gritty — identifying specific deliverables. 

As a marketer, you’re probably familiar with this term, but for any newbies out there, a deliverable refers to any output or product created as part of a marketing campaign. This includes things like blog articles, email funnels, video scripts, social media posts, and more. 

You can identify specific deliverables for a project by breaking down your strategies into individual pieces. One of the strategies above, for example, was to create educational, long-form blog articles and publish to the website once a week. 

If this was approved in the budget for 3 months, your deliverables would include 12 long-form blog articles. The other strategy was to create short, entertaining videos for TikTok that can be posted daily. 

If this was approved in the budget for one month, your deliverables would include 30 TikTok videos. 

6. Timeline creation

Ok, so now you know exactly what type of content needs to be created to achieve the project’s  goals and objectives. The next phase involves creating a timeline — an organizational tool that helps you and your team see the overall schedule for your marketing plan.  

Many marketers find this to be one of the hardest parts of marketing project management because there are so many different moving parts in any given campaign, each one dependent on the other. Scheduling it all is a challenge for even the most organized of people. 

Madeline A. Veltri, Project Director at iXL Corporation gives this advice:  “Don’t just make ‘To Do’ lists. Good project scheduling considers all tasks, their durations, and their dependencies. Dependencies are particularly important (…) because so much of the work of cross-functional teams is interdependent. Good project schedules are also resource-constrained (consider the availability of human resources and schedule accordingly).”

Because of these complexities, many marketers use project management software to put together the timeline — keeping everyone on the same page and streamlining an otherwise cumbersome task. 

7. Task delegation and scheduling 

Once you’ve worked out the overall timeline, you’ll need to delegate specific tasks to specific people and assign deadlines. 

Some marketing departments have large in-house teams that handle the work of content creation and editing while others outsource it to agencies or freelancers. 

Whichever bucket your organization falls into, the nuts and bolts of delegation remain the same: break each deliverable down into specific tasks and assign to appropriate. A blog article, for example, might look like this:

  • Keyword research – assign to content strategist

  • Develop the topic and outline – assign to content strategist 

  • Write the article – assign to content writer

  • Add images or graphics – assign to creative director

  • Edit the article – assign to content editor

  • Approve the article – assign to content strategist 

As with creating the timeline, this is a stage that’s ripe for using project management software. A good PMS (like Welcome 😉 ) will allow you to assign tasks to people and set deadlines, keeping everyone on the same page. 

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8. Execution

Now that all the planning and organizing is done, it’s time to get down to work and execute your strategy. Writers should be writing, creatives should be creating, and managers should be managing. 

During this phase, communication needs to be very strategic. This is not the time for long pie-in-the-sky meetings or never-ending email chains. Your team needs the time and space to create.

They also need a straightforward way to collaborate with each other, since many tasks are intertwined. And managers need a way to monitor progress that doesn’t interfere with creativity. Enter: project management software (again, lol). 

A good PMS will facilitate the flow of information during the execution process, keep users from multiple departments aligned, and track progress on every task.

9. Quality assurance 

Once your deliverables are created, the final stage is quality assurance. When it comes to marketing campaigns, this means making sure all of the content that’s heading out the door is on-brand and aligned with the project’s goals, objectives, and strategies. 

Most organizations do this by having a content strategist or someone in a similar role give their stamp of approval before content moves on to production or publication. 

If you’re using project management software, you can set up workflows that automatically route content for approval — making sure nothing slips through the cracks. 

10. Delivery and evaluation  

At last! Your content is finished and it’s time to send it off to your client or publish it via your chosen distribution channels. Then you wait for the metrics to come in so you can evaluate performance in terms of the objectives you set back in the beginning. 

Sometimes it’s tempting to skip the evaluation step, especially in busy marketing departments where there’s always another project waiting in the pipeline. But it’s critical to take the time to do it. 

Evaluating the campaign’s performance based on actual data will give your team valuable insight for the next project. 

How to get started with marketing project management software

If the thought of managing all of those stages makes your head spin, you’re not alone. That’s why so many organizations use project management software. Here’s how you can get started:

1. Define your needs

The first thing to do when considering a new software solution is to define your needs. This means taking a good hard look at your current processes. Where are your bottlenecks? What causes the most headaches? How are you communicating with your team? 

Take the experience of SFI Health, for example. Their global content team was supporting affiliate and distributor markets all over the globe, each one with its own unique product portfolio and market restrictions. 

They needed a solution that would streamline their efforts and make it easier for different stakeholders to produce on-brand content. 

So they implemented a new marketing project management system (using Welcome’s software) and doubled their content output year over year. They were also able to unify their brand experience by creating a single content library for regional markets to leverage approved assets. 

Cassandra Brill, Global Head of Digital at SFI Health, puts it this way: “We’re getting a huge volume of content out the door, and that wouldn’t be possible without the Welcome platform. Our projects are moving through and getting completed much quicker, and we’ve even been able to repurpose existing content — the wheel is turning a lot quicker than before.”

2. Consider your existing MarTech stack

Once you’ve clearly defined your needs, the first place to look for solutions is your existing MarTech stack. After all, marketing stacks are notoriously underleveraged and you may be surprised to find you already have a tool with project management features. 

If that’s the case, compare the tool’s features with your list of needs. If it can tackle all of them, it’s certainly an option worth exploring. Be careful not to sacrifice long-term efficiency, however, for the sake of short-term convenience. 

For example, if your existing tool isn’t specific to marketing project management, it probably won’t have all the features that an industry-specific tool would offer. 

3. Evaluate software options

Now that you’ve identified whether you have any options in your existing stack, it’s time to take a look at other solutions on the market. As we mentioned, project management platforms that are specific to marketing are likely to offer the most in terms of efficiency.  

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Welcome‘s content marketing platform, for example, is designed specifically to enable large marketing teams to create faster, repeatable processes. Here are a few things you can do with our project management platform: 

  • Keep a pulse on what’s going out across every internal and external channel. Our powerful-yet-flexible calendars allow you to easily visualize what’s going out, to whom, and when. 

  • Centralize the way your team plans every campaign. Plan the effort, craft the communication strategy, and ensure everyone can help amplify the story using tools like shared campaign briefs, project workspaces, and collaborative content editors. 

  • Create and proof content of all formats with our built-in editor. This allows you to author an original piece and upload content directly. That way, your team can create, proof, and version work — all in one place.

  • Leverage‌ ‌real-time‌ ‌search‌ ‌data‌ ‌and‌ ‌recommendations‌ ‌that‌ ‌help‌ ‌inform‌ ‌your‌ ‌content‌ ‌strategy,‌ ‌optimize‌ ‌content‌ ‌so‌ ‌that‌ ‌it‌ ‌ranks‌ ‌well‌ ‌for‌ ‌search,‌ ‌and‌ ‌ensure‌ ‌it‌ ‌resonates‌ ‌with‌ ‌your‌ ‌audience.‌‌‌

  • Invite internal and external contributors to create, review, and approve content. Whether you work with a staff of writers or an external agency, you can easily empower your team with the tools they need to collaboratively perfect every brand story.

4. Integrate with existing solutions 

Once you’ve chosen your software, the next step is to hook it into all of your existing solutions, and vice versa. This makes everything work seamlessly and removes friction from the creative process. 

If you’re collaborating on everything inside your project management platform, for example, you don’t want to have to hop outside of it once it comes time to distribute content. 

That’s why Welcome acts as a centralized platform that integrates with the marketing tools you need most, from Marketo to WordPress to Jira and everything in between.

Marketing project management FAQs

Still have a few burning questions about marketing project management? Here are some answers to frequently asked questions: 

What is the role of a project manager in marketing?

The project manager in marketing is the one responsible for guiding a campaign from idea to finished product. They oversee all the stages we talked about earlier, from defining the project to creating the timeline to evaluating results. 

What skills do you need to be a marketing coordinator or project manager?

Any coordinator or project manager needs to be highly skilled in the areas of communication and organization, and marketing is no different. 

You need to communicate with team members, executive leadership, clients, vendors, agencies, and freelancers. And you need to keep everyone on the same page throughout the various stages of the project, always aiming for the same goal. 

You also need to have some expertise specific to marketing in order to understand the projects you’re managing. This can include everything from blogging to website design to product launches. 

How do you become a project manager in marketing?

To become a project manager in marketing, you need to have a combination of education and experience. Most companies, for example, require at least a bachelor’s degree in marketing, communication, business, or management. 

A master’s degree in project management is sometimes preferred and can help you stand out in a crowded field. You can also beef up your educational background with certifications.

The Project Management Professional (PMP) is the most popular project management certification, run by the Project Management Institute. Other certifications include:

In addition to the education requirements, you also need to have a certain level of experience in the field. Most companies typically prefer between two and five years of experience as a marketing manager, depending on the specific role. 


Hopefully you’re feeling more confident about tackling project management within your organization. Here’s a quick recap of the stages so you can get right to work: 

  • Project definition 

  • Determining the best marketing channel(s)

  • Creating strategies for each channel

  • Budget planning and project scope

  • Identifying deliverables

  • Timeline creation

  • Task delegation and scheduling

  • Execution

  • Quality assurance

  • Delivery and evaluation 

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A Complete Guide to Color Wheels & Color Schemes



A Complete Guide to Color Wheels & Color Schemes

While text-based content is always important when seeking answers to a question, creating visuals such as infographics, charts, graphs, animated GIFs, and other shareable images can do wonders for catching your readers’ attention and enhancing your article or report. Knowing color theory and design can help you make content stand out.

I know what you might be thinking: “I don’t know how to design awesome visuals. I’m not creative.” Neither am I, yet I found a strength in data visualization at HubSpot, where I’ve spent most of my days creating infographics and other visuals for blog posts.

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Consider this your introductory course to color theory, types of color schemes, and the use of palettes. We’ll be covering the following topics:

What is color theory?

Color theory is the basis for the primary rules and guidelines that surround color and its use in creating aesthetically pleasing visuals. By understanding color theory basics, you can begin to parse the logical structure of color for yourself to create and use color palettes more strategically. The result means evoking a particular emotion, vibe, or aesthetic.

While there are many tools out there to help even the most inartistic of us to create compelling visuals, graphic design tasks require a little more background knowledge on design principles.

Take selecting the right color combination, for instance. It’s something that might seem easy at first but when you’re staring down a color wheel, you’re going to wish you had some information on what you’re looking at. In fact, brands of all sizes use color psychology to learn how color influences decision-making and affects design.

Understanding how colors work together, the impact they can have on mood and emotion, and how they change the look and feel of your website is critical to help you stand out from the crowd — for the right reasons.

From effective CTAs to sales conversions and marketing efforts, the right color choice can highlight specific sections of your website, make it easier for users to navigate, or give them a sense of familiarity from the first moment they click through.

But it’s not enough to simply select colors and hope for the best — from color theory to moods and schemes, finding the right HTML color codes, and identifying web-accessible colors for products and websites, the more you know about using color, the better your chances are for success.

Read on for our designer’s guide to color theory, color wheels, and color schemes for your site.

Color Theory 101

Let’s first go back to high school art class to discuss the basics of color.

Remember hearing about primary, secondary, and tertiary colors? They’re pretty important if you want to understand, well, everything else about color.

Circular color theory model with labels for primary colors, secondary colors, and tertiary colors

Primary Colors

Primary colors are those you can’t create by combining two or more other colors together. They’re a lot like prime numbers, which can’t be created by multiplying two other numbers together.

There are three primary colors:

Think of primary colors as your parent colors, anchoring your design in a general color scheme. Any one or combination of these colors can give your brand guardrails when you move to explore other shades, tones, and tints (we’ll talk about those in just a minute).

When designing or even painting with primary colors, don’t feel restricted to just the three primary colors listed above. Orange isn’t a primary color, for example, but brands can certainly use orange as their dominant color (as we at HubSpot know this quite well).

Knowing which primary colors create orange is your ticket to identifying colors that might go well with orange — given the right shade, tone, or tint. This brings us to our next type of color …

Secondary Colors

Secondary colors are the colors that are formed by combining any two of the three primary colors listed above. Check out the color theory model above — see how each secondary color is supported by two of the three primary colors?

There are three secondary colors: orange, purple, and green. You can create each one using two of the three primary colors. Here are the general rules of secondary color creation:

  • Red + Yellow = Orange
  • Blue + Red = Purple
  • Yellow + Blue = Green

Keep in mind that the color mixtures above only work if you use the purest form of each primary color. This pure form is known as a color’s hue, and you’ll see how these hues compare to the variants underneath each color in the color wheel below.

Tertiary Colors

Tertiary colors are created when you mix a primary color with a secondary color.

From here, color gets a little more complicated, and if you want to learn how the experts choose color in their design, you’ve got to first understand all the other components of color.

The most important component of tertiary colors is that not every primary color can match with a secondary color to create a tertiary color. For example, red can’t mix in harmony with green, and blue can’t mix in harmony with orange — both mixtures would result in a slightly brown color (unless of course, that’s what you’re looking for).

Instead, tertiary colors are created when a primary color mixes with a secondary color that comes next to it on the color wheel below. There are six tertiary colors that fit this requirement:

  • Red + Purple = Red-Purple (magenta)
  • Red + Orange = Red-Orange (vermillion)
  • Blue + Purple = Blue-Purple (violet)
  • Blue + Green = Blue-Green (teal)
  • Yellow + Orange = Yellow-Orange (amber)
  • Yellow + Green = Yellow-Green (chartreuse)

The Color Theory Wheel

Okay, great. So now you know what the “main” colors are, but you and I both know that choosing color combinations, especially on a computer, involves a much wider range than 12 basic colors.

This is the impetus behind the color wheel, a circle graph that charts each primary, secondary, and tertiary color — as well as their respective hues, tints, tones, and shades. Visualizing colors in this way helps you choose color schemes by showing you how each color relates to the color that comes next to it on a rainbow color scale. (As you probably know, the colors of a rainbow, in order, are red, orange, yellow, green, blue, indigo, and violet.)

Color theory wheel with labels for each color's hue, tint, tone, and shade

When choosing colors for a color scheme, the color wheel gives you opportunities to create brighter, lighter, softer, and darker colors by mixing white, black, and gray with the original colors. These mixes create the color variants described below:


Hue is pretty much synonymous with what we actually mean when we said the word “color.” All of the primary and secondary colors, for instance, are “hues.”

Hues are important to remember when combining two primary colors to create a secondary color. If you don’t use the hues of the two primary colors you’re mixing together, you won’t generate the hue of the secondary color. This is because a hue has the fewest other colors inside it. By mixing two primary colors that carry other tints, tones, and shades inside them, you’re technically adding more than two colors to the mixture — making your final color dependent on the compatibility of more than two colors.

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If you were to mix the hues of red and blue together, for instance, you’d get purple, right? But mix a tint of red with the hue of blue, and you’ll get a slightly tinted purple in return.


You may recognize the term “shade” because it’s used quite often to refer to light and dark versions of the same hue. But actually, a shade is technically the color that you get when you add black to any given hue. The various “shades” just refer to how much black you’re adding.


A tint is the opposite of a shade, but people don’t often distinguish between a color’s shade and a color’s tint. You get a different tint when you add white to a color. So, a color can have a range of both shades and tints.

Tone (or Saturation)

You can also add both white and black to a color to create a tone. Tone and saturation essentially mean the same thing, but most people will use saturation if they’re talking about colors being created for digital images. Tone will be used more often for painting.

With the basics covered, let’s dive into something a little more complicated — like additive and subtractive color theory.

Additive & Subtractive Color Theory

If you’ve ever played around with color on any computer program, you’ve probably seen a module that listed RGB or CMYK colors with some numbers next to the letters.

Ever wondered what those letters mean?


CMYK stands for Cyan, Magenta, Yellow, Key (Black). Those also happen to be the colors listed on your ink cartridges for your printer. That’s no coincidence.

CMYK is the subtractive color model. It’s called that because you have to subtract colors to get to white. That means the opposite is true — the more colors you add, the closer you get to black. Confusing, right?

Subtractive color diagram with CMYK in the center

Think about printing on a piece of paper. When you first put a sheet in the printer, you’re typically printing on a white piece of paper. By adding color, you’re blocking the white wavelengths from getting through.

Then, let’s say you were to put that printed piece of paper back into the printer, and print something on it again. You’ll notice the areas that have been printed on twice will have colors closer to black.

I find it easier to think about CMYK in terms of its corresponding numbers. CMYK works on a scale of 0 to 100. If C=100, M=100, Y=100, and K=100, you end up with black. But, if all four colors equal 0, you end up with true white.


RGB color models, on the other hand, are designed for electronic displays, including computers.

RGB stands for Red, Green, Blue, and is based on the additive color model of light waves. This means, the more color you add, the closer you get to white. For computers, RGB is created using scales from 0 to 255. So, black would be R=0, G=0, and B=0. White would be R=255, G=255, and B=255.

Additive color model with RGB in the center

When you’re creating color on a computer, your color module will usually list both RGB and CMYK numbers. In practice, you can use either one to find colors, and the other color model will adjust accordingly.

However, many web programs will only give you the RGB values or a HEX code (the code assigned to color for CSS and HTML). So, if you’re designing digital images or for web design, RGB is probably your best bet for choosing colors.

You can always convert the design to CMYK and make adjustments should you ever need it for printed materials.

The Meaning of Color

Along with varying visual impact, different colors also carry different emotional symbolism.

  • Red — typically associated with power, passion, or energy, and can help encourage action on your site
  • Orange — joy and enthusiasm, making it a good choice for positive messaging
  • Yellow — happiness and intellect, but be wary of overuse
  • Green — often connected to growth or ambition, green can help give the sense that your brand is on the rise
  • Blue — tranquility and confidence, depending on the shade — lighter shades provide a sense of peace, darker colors are more confident
  • Purple — luxury or creativity, especially when used deliberately and sparingly on your site
  • Black — power and mystery, and using this color can help create necessary negative space
  • White — safety and innocence, making it a great choice to help streamline your site

Worth noting? Different audiences may perceive colors differently. The meanings listed above are common for North American audiences, but if your brand moves into other parts of the world, it’s a good idea to research how users will perceive particular colors. For example, while red typically symbolizes passion or power in the United States, it’s considered a color of mourning in South Africa.

While it’s possible to create your website using a combination of every color under the rainbow, chances are the final product won’t look great. Thankfully, color experts and designers have identified seven common color schemes to help jumpstart your creative process.

Let’s examine each type of color scheme in more detail.

1. Monochromatic

Monochromatic color schemes use a single color with varying shades and tints to produce a consistent look and feel. Although it lacks color contrast, it often ends up looking very clean and polished. It also allows you to easily change the darkness and lightness of your colors.

Color wheel with two monochromatic colors plotted along the red hue

Monochromatic color schemes are often used for charts and graphs when creating high contrast isn’t necessary.

Check out all the monochromatic colors that fall under the red hue, a primary color.

Red color scheme example with red hue, tint, tone, and shade

2. Analogous

Analogous color schemes are formed by pairing one main color with the two colors directly next to it on the color wheel. You can also add two additional colors (which are found next to the two outside colors) if you want to use a five-color scheme instead of just three colors.

Color wheel with five analogous colors plotted between blue and yellow

Analogous structures do not create themes with high contrasting colors, so they’re typically used to create a softer, less contrasting design. For example, you could use an analogous structure to create a color scheme with autumn or spring colors.

This color scheme is great for creating warmer (red, oranges, and yellows) or cooler (purples, blues, and greens) color palettes like the one below.

Types of color schemes: Analogous color scheme pallette

Analogous schemes are often used to design images rather than infographics or bar charts as all of the elements blend together nicely.

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3. Complementary

You may have guessed it, but a complementary color scheme is based on the use of two colors directly across from each other on the color wheel and relevant tints of those colors.

color wheel showing complementary colors on opposite sides of the wheel

The complementary color scheme provides the greatest amount of color contrast. Because of this, you should be careful about how you use the complementary colors in a scheme.

It’s best to use one color predominantly and use the second color as accents in your design. The complementary color scheme is also great for charts and graphs. High contrast helps you highlight important points and takeaways.

complementary color sceme example with oranges and blues

4. Split Complementary

A split complementary scheme includes one dominant color and the two colors directly adjacent to the dominant color’s complement. This creates a more nuanced color palette than a complementary color scheme while still retaining the benefits of contrasting colors.

color wheel with split complementary color scheme values plotted

The split complementary color scheme can be difficult to balance because unlike analogous or monochromatic color schemes, the colors used all provide contrast (similar to the complementary scheme).

The positive and negative aspect of the split complementary color model is that you can use any two colors in the scheme and get great contrast … but that also means it can also be tricky to find the right balance between the colors. As a result, you may end up playing around with this one a bit more to find the right combination of contrast.

split complementary color scheme example with pale blue, peach, blue, and red

5. Triadic

Triadic color schemes offer high contrasting color schemes while retaining the same tone. Triadic color schemes are created by choosing three colors that are equally placed in lines around the color wheel.

Color wheel with three triadic colors plotted between purple, green, and orange

Triad color schemes are useful for creating high contrast between each color in a design, but they can also seem overpowering if all of your colors are chosen on the same point in a line around the color wheel.

To subdue some of your colors in a triadic scheme, you can choose one dominant color and use the others sparingly, or simply subdue the other two colors by choosing a softer tint.

The triadic color scheme looks great in graphics like bar or pie charts because it offers the contrast you need to create comparisons.

Color scheme example with purple, green, and orange triadic colors

6. Square

The square color scheme uses four colors equidistant from each other on the color wheel to create a square or diamond shape. While this evenly-spaced color scheme provides substantial contrast to your design, it’s a good idea to select one dominant color rather than trying to balance all four.

Square color scheme

Image Source

Square color schemes are great for creating interest across your web designs. Not sure where to start? Pick your favorite color and work from there to see if this scheme suits your brand or website. It’s also a good idea to try square schemes against both black and white backgrounds to find the best fit.

Types of color schemes: Capital Square Color PaletteImage Source

7. Rectangle

Also called the tetradic color scheme, the rectangle approach is similar to its square counterpart but offers a more subtle approach to color selection.

Rectangle color Schme

Image Source

As you can see in the diagram above, while the blue and red shades are quite bold, the green and orange on the other side of the rectangle are more muted, in turn helping the bolder shades stand out.

tetradic Color Palette

Image Source

No matter which color scheme you choose, keep in mind what your graphic needs. If you need to create contrast, then choose a color scheme that gives you that. On the other hand, if you just need to find the best “versions” of certain colors, then play around with the monochromatic color scheme to find the perfect shades and tints.

Remember, if you build a color scheme with five colors, that doesn’t mean you have to use all five. Sometimes just choosing two colors from a color scheme looks much better than cramming all five colors together in one graphic.

Examples of Color Schemes

Now that you are familiar with color scheme types, let’s take a look at some in the wild.

1. Canva

Type: Monochromatic

example of color scheme: MonochromeImage Source

The use of blues and purples really make this monochromatic blueberry-inspired template stand out. Each shade builds on the next and provides ample contrast despite remaining within the same color family.

2. Newfoundland and Labrador Tourism

Type: Triadic

example of color scheme: TriadicImage Source

As we mentioned earlier, nature is a great way to get inspiration for your color palette. Why? Because mother nature already has it figured out. Newfoundland and Labrador Tourism took advantage of these triadic shades to showcase the region’s natural beauty.

3. Daye

Type: Analogous

example of color scheme: Analogous

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Eco-friendly Women’s health company Your Daye uses a blend of pastels and earthy tones for its analogous color scheme. The effect is soothing and pleasing to the eye.

1. Leverage natural inspiration.

Once your site operations are solid, it’s time to start selecting colors.

Not sure what looks good? Take a look outside. Nature is the best example of colors that complement each other — from the green stems and bright blooms of flowering plants to azure skies and white clouds, you can’t go wrong pulling context from natural colors and combinations.

2. Set a mood for your color scheme.

With a few color choices in mind, consider the mood you want your color scheme to set. If passion and energy are your priorities, lean more toward red or brighter yellows. If you’re looking to create a feeling of peace or tranquility, trend toward lighter blues and greens.

It’s also worth thinking negatively. This is because negative space — in either black or white — can help keep your design from feeling too cluttered with color.

3. Consider color context.

It’s also worth considering how colors are perceived in contrast.

In the image below, the middle of each of the circles is the same size, shape, and color. The only thing that changes is the background color.

Yet, the middle circles appear softer or brighter depending on the contrasting color behind it. You may even notice movement or depth changes just based on one color change.

Color Context with backgrounds

This is because the way in which we use two colors together changes how we perceive it. So, when you’re choosing colors for your graphic designs, think about how much contrast you want throughout the design.

For instance, if you were creating a simple bar chart, would you want a dark background with dark bars? Probably not. You’d most likely want to create a contrast between your bars and the background itself since you want your viewers to focus on the bars, not the background.

4. Refer to your color wheel.

Next, consider your color wheel and the schemes mentioned above. Select a few different color combinations using schemes such as monochrome, complementary, and triad to see what stands out.

See also  21 of the Best Landing Page Design Examples You Need to See in 2022

Here, the goal isn’t to find exactly the right colors on the first try and create the perfect design, but rather to get a sense of which scheme naturally resonates with your personal perception and the look of your site.

You may also find that schemes you select that look good in theory don’t work with your site design. This is part of the process — trial and error will help you find the color palette that both highlights your content and improves the user experience.

5. Draft multiple designs.

Draft and apply multiple color designs to your website and see which one(s) stand out. Then, take a step back, wait a few days and check again to see if your favorites have changed.

Here’s why: While many designers go in with a vision of what they want to see and what looks good, the finished product often differs on digital screens that physical color wheels — what seemed like a perfect complement or an ideal color pop may end up looking drab or dated.

Don’t be afraid to draft, review, draft again and throw out what doesn’t work — color, like website creation, is a constantly-evolving art form.

How to Use Color Palettes

While color schemes provide a framework for working with different colors, you’ll still need to use a color palette — the colors you will select to use for your project. If you’re stumped about what colors to use, consider using a palette generator to get your creativity flowing.

Here are some best practices to make the most out of your color palette:

1. Work in grayscale.

This may sound counter-intuitive but starting with black and white can help you see exactly how much contrast exists in your design. Before getting started with color, it’s important to lay out all the elements like text, CTAs, illustrations, photos, and any other design features. The way your design looks in grayscale will determine how well it looks in color. Without enough light and dark contrast, your design will be hard to view, leaving your audience with a less than satisfactory user experience. Low contrast designs also make them inaccessible for those with a vision impairment.

2. Use the 60-30-10 rule.

Often used in home design, the 60-30-10 rule is also useful for website or app design.<

  • 60%: primary or main color
  • 30%: secondary colors
  • 10%: accent colors

While you’re certainly not limited to using just three colors, this framework will provide balance and ensure your colors work together seamlessly.

3. Experiment with your palette.

Once you’ve made your color selection, experiment to discover which work better together. Consider how copy or type looks on top of your designated main color (60% is typically used as the background color).

Try not to use your main colors for buttons since you’re already using it everywhere else. Consider one of your accent colors instead.

4. Get feedback or conduct A/B testing.

So you’ve finished your draft. Now it’s time to test it. Before sending your design to market, you’ll want to test how users interact with it. What may look good to you, may be difficult to read for others. Some things to consider when asking for feedback:

  • Are the CTAs generating attention?
  • Are the colors you chose distracting?
  • Is there enough color contrast?
  • Is the copy legible?

Getting another set of eyes on your design will help you spot errors or inconsistencies you may have missed in the creation process. Take their feedback in stride and make adjustments where needed.

Put simply? Practice makes perfect. The more you play with color and practice design, the better you get. No one creates their masterpiece the first time around.

Color Tools

There’s been a lot of theory and practical information for actually understanding which colors go best together and why. But when it comes down to the actual task of choosing colors while you’re designing, it’s always a great idea to have tools to help you actually do the work quickly and easily.

Luckily, there are a number of tools to help you find and choose colors for your designs.

Adobe Color

One of my favorite color tools to use while I’m designing anything — whether it’s an infographic or just a pie chart — is Adobe Color (previously Adobe Kuler).

This free online tool allows you to quickly build color schemes based on the color structures that were explained earlier in this post. Once you’ve chosen the colors in the scheme you’d like, you can copy and paste the HEX or RGB codes into whatever program you’re using.

It also features hundreds of premade color schemes for you to explore and use in your own designs. If you’re an Adobe user, you can easily save your themes to your account.

Color wheel on dashboard of Adobe Color

Illustrator Color Guide

I spend a lot of time in Adobe Illustrator, and one of my most-used features is the color guide. The color guide allows you to choose one color, and it will automatically generate a five-color scheme for you. It will also give you a range of tints and shades for each color in the scheme.

If you switch your main color, the color guide will switch the corresponding colors in that scheme. So if you’ve chosen a complementary color scheme with the main color of blue, once you switch your main color to red, the complementary color will also switch from orange to green.

Like Adobe Color, the color guide has a number of preset modes to choose the kind of color scheme you want. This helps you pick the right color scheme style within the program you’re already using.

After you’ve created the color scheme that you want, you can save that scheme in the “Color Themes” module for you to use throughout your project or in the future.

Color options on Illustrator Color Guide tool

Preset Color Guides

If you’re not an Adobe user, you’ve probably used Microsoft Office products at least once. All of the Office products have preset colors that you can use and play around with to create color schemes. PowerPoint also has a number of color scheme presets that you can use to draw inspiration for your designs.

Where the color schemes are located in PowerPoint will depend on which version you use, but once you find the color “themes” of your document, you can open up the preferences and locate the RGB and HEX codes for the colors used.

You can then copy and paste those codes to be used in whatever program you’re using to do your design work.

Color swatches and meters in PowerPoint

Finding the Right Color Scheme

There’s a lot of theory in this post, I know. But when it comes to choosing colors, understanding the theory behind color can do wonders for how you actually use color. This can make creating branded visuals easy, especially when using design templates where you can customize colors.

Editor’s note: This article was originally published in June 2021 and has been updated for comprehensiveness.


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