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Whether you currently own or you’re looking to start your own business, you need to do the same thing. Luckily, there’s a methodical way to do that: by conducting a konkurrensanalys and creating a competitive matrix.
A competitive matrix will help you identify your competitors and lay out their products, sales, and marketing strategies in a visual format. By doing this, you’ll learn where you’re positioned in the market, how to differentiate yourself from your competition, and how to improve upon your processes so you can beat them in the marketplace.
Below, you’ll learn what a competitive matrix is and review some templates and examples.
What is a competitive matrix?
A competitive matrix is a way to visualize your competitor analysis. There are different kinds of competitive matrices you can use to compare yourself to your competitors. You can use a competitive matrix to identify strengths, weaknesses, opportunities, or threats to your company.
Competitor Matrix Types
Before you dive into the world of competitive matrices, it’s important to understand that there are different types you can use to compare your company to your competitors:
- SWOT analysis
- Competitive Advantage Matrix
- Competitive Profile Matrix
- Sales Matrix
- Product Feature and Benefit Matrix
- Price Matrix
A SWOT analysis is a technique used to assess how your business compares to its competitors. The acronym stands for strengths, weaknesses, opportunities, och threats. It analyzes internal and external factors that affect the current and future potential of your business. By identifying these elements, you create a space to capitalize on your strengths, improve your weaknesses, take advantage of opportunities, and eliminate threats.
If your company has an excellent profit record, this is a strength. If your company offers a small variety of products to its customers, this could be seen as a weakness. How do you determine what information goes into your SWOT analysis? Below are some questions you can use to guide you.
The following questions should help you discover where your company excels. This information will help you attract and draw in new customers as well as maintain existing ones.
- What resources do you have?
- What makes you better than your competitors?
- What do your customers like about your product/services?
It’s difficult for your organization to improve if you have no system to determine your weaknesses. To remain competitive within your industry, you need to discover these faults to correct them.
- What do your customers dislike about your products/services?
- What areas do your competitors have an advantage in?
- Do you or your employees lack knowledge or skill?
- What resources do you lack?
Keeping an eye on your competition is necessary; however, watching for available opportunities will give your business a competitive advantage. These opportunities can come from both monitoring your competitors as well as industry trends.
- What are the current trends?
- What is the market missing?
- Is there available talent that you could hire?
- Are your competitors failing to satisfy their customers?
- Is your target market changing in a way that could help you?
Threats can come up within a business at any time. These can be internal or external factors that potentially harm your company and its operations. Identifying these threats will help your business run efficiently.
- Who are your competitors?
- Has there been an increase in your competition?
- What are the obstacles you are currently facing?
- Are your employees satisfied with their pay and benefits?
- Are government regulations going to affect you?
- Is there a product on the market that will make yours outdated?
As demonstrated by these questions, a SWOT analysis matrix can help your company identify elements that are often overlooked.
Competitive Advantage Matrix
A competitive advantage matrix analyzes your company’s competitive advantage by assessing volume production and differentiation. Its purpose is to determine how your company can grow.
This matrix has two axes — vertical and horizontal. The vertical axis evaluates the number of opportunities available for achieving a competitive advantage, while the horizontal axis measures the potential size of the competitive advantage. Using this information, the competitive advantage matrix is segmented into four boxes:
- Stalemate – Few advantages with small potential
- Volume – Few advantages with great potential
- Fragmented – Many advantages with small potential
- Specialized – Many advantages with great potential
Using this information gives you the tools to determine where your competitive advantage comes from.
Competitive Profile Matrix
A competitive profile matrix is a tool your company can use to directly compare your strengths and weaknesses to industry competitors. For this matrix, you will use four elements: critical success factor, weight, rating, and score.
Critical success factors are areas that will determine your success. Examples are brand reputation, range of products, customer retention, and sales per employee. Once you have selected these factors, you will assign a weight. This is a measure of their importance, ranging from 0.0 (low importance) to 1.0 (high importance). Each factor should have its own weight, as each varies in importance. Avoid assigning a weight of 0.3 or more, as most industries are determined by many factors. This high value can decrease the number of factors you’re able to list in your matrix. When assigning weight, make sure the sum of all weights equals 1.0.
The third step is to rate your company and its competitors from 1 to 4 in each critical success factor. Rate:
1 – Major weakness
2 – Minor weakness
3 – Minor strength
4 – Major strength
The final step is to calculate the score. First, evaluate each critical success factor by multiplying the weight by the rating. Once this has been done for all, add each company’s score for the total score. This, when compared to your competitors, will show if you’re behind the curve, ahead of the curve, or on par with the industry.
A sales matrix is a tool used to help gauge the urgency and viability of sales opportunities. It evaluates potential customers’ interest in your business against their fit for your product or service.
Imagine focusing all your efforts on a potential customer. You send content and numerous promotions only to discover that they aren’t interested in your company and are a bad fit. It’s unlikely you’ll get that sale, and it feels like time wasted. Now, imagine giving all that energy to someone interested and a good fit. The sale becomes a lot more likely. A sales matrix uses interest and fits to help you decide how much attention to give your potential clients at any given time.
Product Feature and Benefit Matrix
De product feature and benefits matrix evaluates how your offer matches customer needs. It’s weighted by its importance versus its perceived distinction or advantage. When using this matrix, your features fall into the following categories:
- Irrelevant – Low importance and low distinction
- Overinvested – Low importance and high distinction
- Key liabilities – Low importance and high distinction
- Key differentiators – High importance and high distinction
This information tells you what features to keep, what features to get rid of, and where you might be able to save money. Consider an iPad. Say Apple spends a large portion of the manufacturing budget to produce a high-quality camera, only to find out that most users don’t even use it. The camera has a high perceived distinction, yet it’s of low importance to iPad users. This information would tell Apple that they overinvested in this feature and could potentially reduce it to save costs in the future.
A price matrix is a tool used to define product costs, features, and tiers. It allows you to determine how much you will charge for specific levels of service. Unlike the other matrices on this list, a price matrix is a customer-facing competitive matrix type. You are creating it för your potential customer.
When building your price matrix, start with your tiers. It’s common to lay out two or three levels. Once you’ve named them, create a short description. Depending on the industry, you might find it easier to include a few features associated with the category. Once you do, list the prices. If not, create a call-to-action (CTA) for your potential customer to contact you for a quote.
Remember, as you build your tiers, the price will go up with each one. To stay on par with the perceived value, ensure you offer additional features or benefits to justify the cost.
The Benefits of Competitive Matrices
Essentially, you can use a competitive matrix to compare any characteristics of your company with a competitor.
Sometimes these matrices will be more visual in nature (a plotted graph), but sometimes it’s just an Excel document with the information listed in columns.
The goal of the competitive matrix is to see at a glance the competitive landscape and your position in the marketplace. This will help you see gaps in the marketplace and hone in on your unique value proposition.
Perhaps, after looking at a competitive matrix, you brainstorm new product ideas or new tools or features that you hadn’t considered before. Or maybe you come out of it with a ton of ideas on how to improve your innehållsmarknadsföringsstrategi.
Regardless, you can use a competitive matrix for a lot of reasons. You can use it to develop new ideas, or you can use it to train sales staff on how to differentiate your company from the competition.
After figuring out what you’re going to do with the information, make sure you write down your ideas, develop KPIs, and regularly conduct this analysis to stay up to date with your strategy.
Now that you know what a competitive matrix is and how to use one, let’s review some templates you can use for your own strategy.
Competitive Matrix Templates
Competitive matrices are used to facilitate the process of comparing your business with other industry competitors. They help you take advantage of strengths and opportunities, while identifying weaknesses and threats before they become detrimental. Ultimately, a competitive matrix is an industry-analysis tool that makes your life easier. To make the process even easier, use the following competitive matrix templates.
1. Two-Feature Competitive Landscape Chart
One type of competitive matrix you can do is a simple comparison of features. You can use this information to plot where your company is compared to competitors.
The features could be something like price or customization potential. Then, you’d place the logos of each company (including yours) on the graph, depending on how well a company executes a certain feature. The point of this matrix is to visualize who does what better, so you can see what you have to work on and how to differentiate yourself against the competition.
2. Content Marketing Analysis Template
As a content marketer, this is my favorite template. With this, you can compare social media followers, blog strategy, email strategy, SEO, etc. This will help you decide where you need to focus your content strategy. Should you place emphasis on Twitter rather than Facebook? If you download this template, it also includes a graph and more strategies to analyze.
3. SWOT Analysis Template
A basic competitive matrix is the SWOT analysis. Conducting a SWOT analysis will help you identify areas where you could improve. You should conduct a SWOT analysis for yourself and your competition. Knowing what weaknesses your competition has will help your sales reps and help you make improvements in those areas.
4. Review Tracker
A review tracker matrix will help you see at a glance the types of reviews you get versus your competitors. It’s important not to forget about reviews because they can have a significant impact on a business. With this template, you can also use a scoring system to normalize the averages.
After reviewing those templates, it’s time to see what a competitive matrix looks like in action. Here are some examples below.
Competitive Matrix Examples
This is a public HubSpot competitive matrix comparing the overall pricing of our CRM versus Salesforce. It’s a standard matrix meant to help people see the difference between the CRMs at a glance.
This is a great example of what a feature matrix might look like. SugarSync compares its feature offerings against the competition in an easy-to-understand visualization.
In this example, 360iResearch reports on survey management software. This is a competitor grid showing which companies have the best product satisfaction and business strategy.
No competition, no progress.
Innately, competition feels unpleasant; however, that’s not all it has to be. It can lead to growth and make you look deeper into your business to find ways to improve. Competitive matrices are great tools to help you uncover how you’re different from your competitors. They show areas of improvement and where you excel. If you’re having trouble evaluating your company’s position in your industry, use this article and the above tools to help.
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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.
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.
Why is color theory important in web design?
Color is an important aspect, if not the most important aspect of design, and can influence the meaning of text, how users move around a particular layout, and what they feel as they do so. By understanding color theory, you can be more intentional in creating visuals that make an impact.
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, och 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.
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 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, och 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 = Grön
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 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, och violet.)
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.
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?
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.
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 webbdesign, 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.
What are the seven types of color schemes?
The seven major color schemes are monochromatic, analogous, complementary, split complementary, triadic, square, and rectangle (or tetradic).
Let’s examine each type of color scheme in more detail.
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.
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.
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.
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.
Analogous schemes are often used to design images rather than infographics or bar charts as all of the elements blend together nicely.
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.
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.
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.
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.
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.
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 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.
Also called the tetradic color scheme, the rectangle approach is similar to its square counterpart but offers a more subtle approach to color selection.
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.
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.
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.
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 skönhet.
How to Choose a Color Scheme
- Leverage natural inspiration.
- Set a mood for your color scheme.
- Consider color context.
- Refer to your color wheel.
- Draft multiple designs.
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.
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.
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.
Regeln 60-30-10 används ofta i hemdesign och är också användbar för webb- eller appdesign.<
- 60%: primär- eller huvudfärg
- 30%: sekundära färger
- 10%: accentfärger
Även om du verkligen inte är begränsad till att använda bara tre färger, kommer detta ramverk att ge balans och säkerställa att dina färger fungerar sömlöst.
3. Experimentera med din palett.
När du har gjort ditt färgval, experimentera för att upptäcka vilka som fungerar bättre tillsammans. Tänk på hur kopia eller typ ser ut ovanpå din angivna huvudfärg (60% används vanligtvis som bakgrundsfärg).
Försök att inte använda dina huvudfärger för knappar eftersom du redan använder det överallt annars. Överväg en av dina accentfärger istället.
4. Få feedback eller genomför A/B-tester.
Så du har avslutat ditt utkast. Nu är det dags att testa det. Innan du skickar din design till marknaden vill du testa hur användarna interagerar med den. Det som kan se bra ut för dig kan vara svårt att läsa för andra. Några saker att tänka på när du ber om feedback:
- Genererar CTA:erna uppmärksamhet?
- Är färgerna du valde distraherande?
- Finns det tillräckligt med färgkontrast?
- Är kopian läsbar?
Att få en ny uppsättning ögon på din design hjälper dig att upptäcka fel eller inkonsekvenser som du kan ha missat i skapelseprocessen. Ta deras feedback med ro och gör justeringar där det behövs.
Enkelt uttryckt? Övning ger färdighet. Ju mer du leker med färg och övar design, desto bättre blir du. Ingen skapar sitt mästerverk första gången.
Det har funnits mycket teori och praktisk information för att faktiskt förstå vilka färger som passar bäst ihop och varför. Men när det kommer till själva uppgiften att välja färger medan du designar, är det alltid en bra idé att ha verktyg som hjälper dig att faktiskt utföra arbetet snabbt och enkelt.
Lyckligtvis finns det ett antal verktyg som hjälper dig att hitta och välja färger för dina mönster.
Ett av mina favoritfärgverktyg att använda när jag designar vad som helst – oavsett om det är en infografik eller bara ett cirkeldiagram – är Adobe Color (tidigare Adobe Kuler).
Detta gratis onlineverktyg låter dig snabbt bygga färgscheman baserat på färgstrukturerna som förklarades tidigare i det här inlägget. När du har valt färgerna i det schema du vill ha kan du kopiera och klistra in HEX- eller RGB-koderna i vilket program du än använder.
Den har också hundratals förgjorda färgscheman som du kan utforska och använda i din egen design. Om du är en Adobe-användare kan du enkelt spara dina teman på ditt konto.
Färgguide för Illustrator
Jag tillbringar mycket tid i Adobe Illustrator, och en av mina mest använda funktioner är färgguiden. Färgguiden låter dig välja en färg, och den genererar automatiskt ett femfärgsschema åt dig. Det kommer också att ge dig ett urval av nyanser och nyanser för varje färg i schemat.
Om du byter huvudfärg kommer färgguiden att byta motsvarande färger i det schemat. Så om du har valt ett komplementfärgschema med huvudfärgen blått, när du byter huvudfärg till rött, kommer komplementfärgen också att växla från orange till grönt.
Liksom Adobe Color har färgguiden ett antal förinställda lägen för att välja vilken typ av färgschema du vill ha. Detta hjälper dig att välja rätt färgschemastil inom programmet du redan använder.
När du har skapat det färgschema du vill ha kan du spara det schemat i modulen "Färgteman" så att du kan använda det under hela ditt projekt eller i framtiden.
Om du inte är en Adobe-användare har du förmodligen använt Microsoft Office-produkter minst en gång. Alla Office-produkter har förinställda färger som du kan använda och leka med för att skapa färgscheman. PowerPoint har också ett antal förinställningar för färgschema som du kan använda för att inspirera till dina mönster.
Var färgschemana finns i PowerPoint beror på vilken version du använder, men när du väl har hittat "färgteman" för ditt dokument kan du öppna inställningarna och hitta RGB- och HEX-koderna för de färger som används.
Du kan sedan kopiera och klistra in dessa koder för att användas i vilket program du än använder för att göra ditt designarbete.
Hitta rätt färgschema
Det finns mycket teori i det här inlägget, jag vet. Men när det kommer till att välja färger kan förståelse för teorin bakom färg göra underverk för hur du faktiskt använder färg. Detta kan göra det enkelt att skapa märkesvaror, särskilt när du använder designmallar där du kan anpassa färger.
Redaktörens anmärkning: Den här artikeln publicerades ursprungligen i juni 2021 och har uppdaterats för att bli heltäckande.
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