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Fem saker att tänka på för din marknadsföringsbudget för 2022


It’s budgeting season. My favorite time of year! (Not.)

This time last year I was telling anyone who asked my opinion to think long term: Don’t cut marketing spending. Invest wisely. Yes, times are scary, but it is the firms that lean into their brand and digital presence that are going to emerge in a better place than those that do not.

Some firms listened. Others didn’t.

With 2022 fast approaching, it’s time to take stock of your firm’s marketing hälsa. The longer you wait to make investments in critical marketing initiatives, the further behind your competition you will be. And take it from me: smart, forward-thinking firms are investing in marketing right now.

So, where should you focus your marketing dollars?

Marketing Automation

First and foremost, you need to invest in marketing automation tools. Marketing automation is the process of making repetitive tasks more efficient with tools like email marketing platforms, social schedulers, etc.

There are some things a human being should always be the one executing. But pushing “send” on a marketing email at a specific time, posting to your company’s Twitter feed, or making a blog post go live? Nope.

“I’ve already got a social scheduler and email marketing platform,” you’re saying. Great! Now it’s time to kick it up a notch. What type of communications do your website visitors receive when they download a resource from your site?

Notice I said communications. A single “thanks for downloading” email isn’t enough. Setting up automations to nurture those contacts is simple and truly takes just a little bit of time.

Imagine: Visitor registers for a Trusts and Estates virtual CLE you are running. Once they register, they get an email thanking them for their registration, and they are entered into a workflow so that they also receive subsequent, tailored emails on trusts and estates and other related topics every three to four weeks. Enrollment in this workflow is triggered simply by signing up for the event. No further manual action required. Until they reach out for more information on your services that is.

Resources Required:

  • Graphic designer
  • Marketing technologist
  • Project manager
  • Marketing automation tool

Time Required For:

  • Researching the options available in the tools you have or new resources.
  • Creating automated emails from existing content and/or templates for new content as it is generated. (~30 mins/email)
  • Designing automated email templates. (~30 mins/email)
  • Setting up workflows. (Depends on the complexity of the workflow, but could be as quick as 5 minutes once you have all the right pieces in place.)

Multimedia Marketing

Call me captain obvious, but videos and podcasts are an increasingly valuable and important marketing method in your toolbox. And right now we’re in a great spot to be producing quick hit, high-value multimedia content. It doesn’t take much more than a ring light, a usb lavalier microphone, and a decent webcam (or your smartphone) to become a livestream or podcast producer. No one is expecting perfection.

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“Do I ha to?” No, you don’t ha to. But here are some reasons why you really skall:

  1. A one to three-minute video on social media gets your brand and your content in front of your audience in a method they are accustomed to consuming.
  2. Adding video to email can increase click-through rates by 200%+
  3. A video is 50x more likely to appear on the first page of Google search results, especially when it’s a YouTube video.
  4. 94% of video marketers say video has helped increase user understanding of their product or service.
  5. 68% of consumers say the pandemic has impacted the amount of video content they’ve watched online, with the overwhelming majority (96%) saying this has increased.
  6. 84% of people say that they’ve been convinced to buy a product or service by watching a brand’s video.

“When asked how they’d most like to learn about a product or service, 69% [of respondents] said they’d prefer to watch a short video. This compares to 18% who’d rather read a text-based article, website, or post, 4% who’d like to view an infographic, 3% who’d rather download an ebook or manual, and 3% who’d rather attend a webinar,” says Wyzowl.

What does take time is the planning and distribution of this content. Invest in resources — either internal or external — that can help you put together content that can be used multiple ways, multiple times.

Resources Required:

  • Lighting for each contributor like this ring light från Amazon. This is another good option for on-the-go. (I have both)
  • A decent microphone for each contributor. This lavaliere mic works with a standard audio jack, or has an iPhone lighting port adapter. Another good option is this Shure microphone. (Again, I have both.)
  • Video and/or audio editing software OR an outsourced editor. You’d be surprised what you can do in Canva with video, but this is a truly worthwhile external investment.
  • A place to host videos (YouTube works great) and/or Podcasts (Libsyn, BuzzSprout, och Soundcloud are all good options depending on what you want to achieve.)
  • Royalty-free music (I recently subscribed to Artlist and I’m very happy with the options available. They also pre-test music for YouTube copyright passability.)
  • Graphic designer for intro/outro if your outsourced editor is unable to provide.
  • Video caption creator.

Time Required For:

  • Recording videos. Start with one-hour blocks and try to get enough content for three to four one-minute videos. (1 hour/recording.)
  • Designing video intro/outro (Varies)
  • Researching content and writing scripts (Varies)
  • For video: reviewing captions and editing transcript (Depends on length of content.)
  • Posting transcript to website (15 minutes)
  • Related email, social, and other promotion (varies)
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Integrated Systems

I’m going to go on record right now and tell you there are dozens, if not hundreds, of tools that all do kind of the same thing when it comes to marketing automation. I couldn’t possibly compare all of them for you, but here is what I will say: At the heart of what you should be doing is connecting all of your marketing functions to your Client Relationship Management (CRM) tool.

CRMs and their connected marketing platforms today are not the tools they were 10 years ago. Fully integrated systems today can and should be the hub of all marketing activities, helping you attract attention, validate your presence in the marketplace, and convert prospects into clients.

Why is this important? When you have a fully integrated marketing ecosystem, your web traffic, social performance, business development pipeline, email marketing, and contact database all live in one place. This means you can better track your marketing efforts and reach your target audiences efficiently and effectively.

We at LISI are big fans of HubSpot, but like I said, there are other tools that might get the job done.

Resources Required:

Time Required

  • System configuration
  • Template migration
  • Contact migration

I won’t lie, this is going to take a lot of time. This is not a project you’ll enter into lightly, but I promise you, you won’t be sorry you did.

Branding and Marketing Messaging

Is your brand tired? Does your visual representation in digital and print reflect where your firm is today? Sometimes it’s just time for a refresh. Nothing is necessarily “wrong,” but your brand is outdated. That’s a subliminal message to prospects that your firm isn’t investing in itself. In technology. In systems and processes. That you’re slow to change.

Resources Required:

  • This is one of those times you need to bring in an outside perspective. Depending on how deep of a dive you decide to do, this can range from brand ‘lite’ to full brand overhaul.
  • Graphic designer (internal or external)

Time Required For:

  • Conducting stakeholder interviews
  • Conducting client interviews
  • Doing a comprehensive brand audit
  • Creating a new Brand
  • Creating all the “things” that go with a new brand

In total, this can take 3-6 months for a comprehensive process. I recommend ensuring you’ve got all your stakeholders on board so this doesn’t drag out. You want these conversations to be fresh in people’s minds and reasoning behind decisions to be clear.

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Omnipresent Digital Presence

I read this term recently and it really resonated with me. Having an omnipresent digital presence means being present across all the appropriate channels for your brand, consistently. This requires diligent strategic planning, consistent content production, and coordinated efforts across each platform.

In practical terms this means:

  1. Focusing on Search Engine Optimization (SEO). Optimizing your website for organic search is a critical first step. Whatever type of law you practice, when someone searches for information about that area online, you want to be front and center. Ranking high on search engine results pages (SERPs) is a long game, but having a coordinated strategy to get you there starts with the first step.
  2. Investing in Pay-Per-Click marknadsföring via sökmotorer (PPC SEM) if warranted for your practice. Essentially all consumer-facing practices need to invest money in targeted PPC. Why? Because SEM completely changes the face of digital marketing and if you don’t show up in ads at the top of the SERPs, you’re missing out on business. Plain and simple.
  3. Putting a mechanism in place to generate content consistently. Two to four värdefulla pieces of content per month, depending on your practice. I’m talking about guides, infographics, videos, podcasts, FAQs, blogs. How? Pick a broad topic, then make a list under that topic heading of all the things that could fall under that topic. Then plan out a content generation plan to address each of those items. Vary your mediums.
  4. Creating a social media strategy. Think about the audience on each platform. On LinkedIn, for example, you’ll go for referral sources and professional contacts. Twitter, possibly media sources, or clients looking for news. Instagram is for the softer side/behind the scenes. Pick the platforms that make sense for your audience and tailor your content accordingly.

Resources Required:

  • A digital marketing specialist who knows what they’re doing re: SEO/SEM. You might have this resource internally, but if not, you’ll need to hire someone to help you with this.
  • A content specialist. Someone who can create the strategy and execute production, whether as a project manager, or as the person who is actually producing it herself. Again, this could be done internally depending on your staffing, but is a good place to outsource.
  • A social media strategist who can create the strategy and tailor content for each platform.

Time Required For:

  • Creating content (3-5 hours/piece)
  • Optimizing your website for SEO (varies depending on how many pages your site has.)
  • Creating SEM campaigns (varies)
  • Creating social media (10-20 hours/month or more)


En komplett guide till färghjul och färgscheman


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.

Download Now: 150+ Content Creation Templates [Free Kit]

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, 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.

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, 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

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.)

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 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.

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


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 PaletteBildkälla

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


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


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: MonochromeBildkälla

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: TriadicBildkälla

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.

3. Daye

Type: Analogous

example of color scheme: Analogous


Eco-friendly Kvinnors hälsa 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.

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.

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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.

Adobe färg

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.

Color wheel on dashboard of Adobe Color

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.

Color options on Illustrator Color Guide tool

Förinställda färgguider

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.

Color swatches and meters in PowerPoint

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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