How you can use complementary colours for powerful marketing


Local Buzz Marketing discusses the things you should be considering when using complementary colours for marketing and branding.

The team writes:

Regarding Digital Marketing, colours are so important! Especially in things such as Graphic Design, Product and Website design, the colour choices assist with branding, personality and theme of a business (or anything, for that matter). In this article, we want to discuss the basics of colours, the secrets of complimentary colours and how you can use them for powerful marketing and branding.  

Let’s Start With The Basics…

We have the primary colours; red, yellow and blue, that mix together to make colours green (yellow and blue), purple (blue and red) and orange (red and yellow). These then mix to make tertiary, quaternary and quinary colours etc. Either way, there is a selection of colours ranging from different depths, tones and shades all sourced from the three primary colours we mentioned at the beginning. 

The basic tool for combining colours is known as the colour wheel. Digital Marketeer or not, you have definitely seen this wheel somewhere at some point in your life. It is essentially designed to compare what colours would look together, known as complementary colours. In 1666, Sir Isaac Newton designed the first colour diagram, and since then it has developed into many different systems and versions we still use today!

To put it simply, there are different stages of colours - from Primary, Secondary, Tertiary colours, to warm and cool colours, to tints, shades and tones etc. All sourcing from just red, yellow and blue, we see thousands of different colours every day and thanks to these stages, businesses are able to brand their very own colours and even own them. 

Complimentary Colours…

Finding two colours that fit perfectly together can be a mission, but using a colour wheel makes the job extremely easier. Furthermore, in the traditional model of a colour wheel, complementary colours are those that are opposite from each other on the wheel. For instance, violet lies completely opposite to yellow, so they are a complementary pair, same with red and green or blue and orange etc. 

You can use colour wheels and the complementary method to find the most harmonious colours to use in your Digital Marketing and Branding. The branding of a company or organisation is genuinely the designs and personality you advertise to your customers to get a specific reaction/emotion. This can be determined by fonts, designs, logos, slogans and COLOURS! Look at Coca-Cola, for example - they own that incredibly vibrant red colour, with pure white calligraphy and the slogans ‘Delicious and Refreshing’ and ‘Open Happiness’. Millions of people would look at that red colour on its own and can immediately recognise it’s source. The red and white are complimentary colours; sure, they aren’t opposite from each other on the colour wheel, but they genuinely make the product and advertisement look attractive. 

Another example would be Mozilla Firefox, the free web browser. The logo is an orange fox wrapped around a blue ball (COMPLIMENTARY). The two colours make the logo look extraordinary and unique! Therefore, step 1: Start off by finding your own pair of colours, that will compliment your product and services. 

Marketing Using Colours

As a child, you probably did some sort of colouring to entertain yourselves? Using colour in your marketing, in more depth can create emotion and reminiscence for the audience. As we grow up we learn about different tones and how to associate with different colours, like blue can be the colour of the sky but can also resemble sadness etc. Same with businesses, choosing the appropriate complimentary colours will require you to think about the emotion it also gives off. 

After you have chosen your colours, it’s important that they follow you everywhere! For example, if you create a new product, a piece of artwork, website or any advertisement for that matter, you need to make sure your complimentary colours can be obviously seen when presented. Anything off-brand will confuse the customer. 

An important note to remember when marketing is not to spam your customer with too many colours, as again it can confuse your customer and make your branding look overall untidy. Stick with no more than four colours, you want to look unique and different to your competitors, and having a small palette to your brand’s name will help you achieve just that. 

When discovering your complimentary colours, it would be a great idea to work out your font colour too - whether you want it to be one of your complimentary colours or a different one. However, a significant thing to consider, if you choose to go for a different colour, is it will also have to compliment your complimentary colours, so your best shot would be to go for something completely friendly such as black or white. Remember, it needs to be visible and clear so your digital communication can do the talking.

At Local Buzz Marketing, we are an excellent Digital Marketing Agency based in St Neots, Cambridgeshire that offers award-winning services such as Photography, Graphic Design, SEO, Social Media and Videography, all at an amazing price and customer service. Be sure to check us out and contact us for any enquiries. 

Thank you for reading. 


A creative Digital Marketing Agency based in St Neots, Cambridgeshire. Award-winning graphic design, SEO, social media, photography and videography.

Local Buzz Marketing Limited