Color selection / niche search

Hello. I think this topic will be read by a sufficient number of people involved in the development of websites and identities. Someone will mark and draw conclusions, someone will confirm his guesses, and someone will say that heresy and will still draw a green logo "because the green color of the dollar and in general it is eco-friendly" . Also in this post you will not see a classic story about the effect of color on the subconscious from the series “How the kindergarten of the yellow color changed my psyche”. I will also omit such stories as: “Oh! ETOGES is my favorite, let's get the site beautiful ”,“ Blue is the color of St. Petersburg, the Neva and Zenith. We want blue! ” They are not worth our attention.

We will consider the choice of color using the search for a color niche color differentiation. Any niche search begins at the stage of situational analysis *. In fact, we have to reduce all existing competitors of the company / service / product into one table. Next, you need to evaluate the marketing activity of a competitor (possibly broken down into positioning levels), for example, by putting down the coefficient. This will enable the relevant distribution. Next, take the following scheme:


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And we add competitors to it:



We delete those niches that are already 100% occupied and we get the total on which the entire color balance is visible.

It happens that the analysis needs to be divided into two parts on-line and off-line. Then you simply increase the number of schemes:



And then just bring them together.

As you can see, everything is quite simple. When serving, the main focus is on the differentiated color (or a combination of colors), other variations are placed in the “basement” of the feed, or on another slide, as you like.

The use of this technique will save time, justify the choice of color and save you from stupid questions about the "psychological perception of the green-orange gradient on the subconscious mind."

Successful developments!