I used to pick brand colors based on what I liked, now I start with the competition

For the first 5 years of my freelance work, I'd just open a color wheel and pick shades that felt right for a client's vibe. Last year, a restaurant owner in Denver straight up told me my first logo draft looked 'exactly like the place across the street.' That was a wake-up call. Now, my first step is always a competitive analysis spreadsheet, mapping out the exact hex codes every other business in the sector uses. I actively avoid those hues to find a gap. It feels less creative at first, but it gets way better results. Do you think starting with the competition limits originality, or is it just smart business?

3 comments

3 Comments

jesse8631mo ago

Totally makes sense. Had a client almost pick the same blue as three other hardware stores in their town. Pulled up a map, showed them the sea of identical signs, and they went with a dark green instead. It stands out now.

jessicab701mo ago

Nice move, @jesse863. Visual proof always wins.

uma89613d ago

Ever think that was overthinking it? I used to... but seeing a whole street of identical signs really changed my mind.