Scientifically, colors [hues] are specific wavelengths of visible light. When considering coloration in your writing…and book jackets…one of the first questions you might ask yourself is, “What is my design aesthetic?” Also, “Is my product [the writing of elegant mysteries in my case] harmonize with my taste in art?” Do you like the detail of classism or the sharp clean lines of modern art? Do you prefer bright primary colors or muted tones? Like an artist, the author draws on a rich palette of images within their mind’s eye. But to effectively communicate with your clientele, your preferred palette may need to be tempered by the expectations of the audience [the readers of an author’s genre] with which one works. 

Perceived Gender  –  This may sound like a dated, or even prejudiced, approach to design. But successful branding and marketing rests on defining and appealing to the demographics of one’s target market. Authors need to consider perceptions of their writer’s voice and the protagonist who may help define an appropriate color theme for one’s book jacket(s). Consider the differences between romance novels and police procedurals. In the first example, the author may have established an ambience that is classically feminine with soft, gentle, and elegant notes. In the second, there may be the description of a hardnosed undercover police officer [male or female] who wears black, employs harsh street slang, and fiercely responds to violence. While black is an excellent background for both genres, the artist’s treatment may vary considerably. The romance book often invites the reader to wonder what lurks behind subtle gradations and soft brush strokes of mystical colors and tones. In contrast, the police procedural usually pairs bold primary colors with dark shading set within sharp modern lines.  

Region – For impactful branding, harmonize what you like with what is appropriate to your industry, the current era (unless your enterprise is retro-oriented), and your physical location...if you are identified with a particular region. Regionalism may seem an unusual issue to consider, but examining the color of green alone demonstrates my point. Growing up in Oregon, I was accustomed to the dark green of Douglas fir trees and the mosses that grow on them. When I moved to Hawai'i, the green of palm trees seemed pale in comparison, even when allowing for the bright island sun. As my perception of "normal" shifted, the greens of Oregon now seem dark and and sometimes even gloomy. Later, in Rhode Island, I rediscovered the dark greens of my childhood, plus the blue-green of New England shoreline grasses. In Arizona, the array of green is mixed, depending on topography, season and rainfall. 

Another example of differences in regions are valued by the Black Hat sub-discipline of Feng Shui, the traditional Chinese philosophy for maximizing the harmonious use of space. Unlike the United States, which finds "greenbacks" and the color green to represent monetary value, China associates the color red with financial and general prosperity. Envelopes containing money, [red packets] are traditionally distributed at weddings, New Year celebrations, and as employee appreciation gifts. You can explore the Internet for further examples of the significance of color through time and culture. 

Through the dialect[s] of characters (as well as the scenes described), text may indicate colors distinctive to the locale of an author’s work. Within my work on both fiction and non-fiction projects, I’ve found the greens of trees and plants growing along the shorelines of the Hawaiian Islands [the setting of the Natalie Seachrist Hawaiian Mysteries] to be lighter than those of the hills of `Ulupalakua, Maui. So, ask yourself, which greens are most appropriate to my project? And what about the clarity and tones of blue in the waters and skies you describe? Additional discussion of the impact of color is included on our Wearing Your Brand page. Examples of applications of color palettes may be seen on my Branding Personal Spaces page. 

Once you’ve completed your research and contemplation of coloration for your project, I suggest you write a paragraph outlining the elements you desire with a sample color palette. With colors identified by number in your art or text software program, this will facilitate communication with publishers and artists [should you decide to self-publish]. I should caution you that identifying the colors you wish to see on a book jacket is no guarantee of how the printed work will arrive at your doorstep. Even two editions of the same book, printed by the same company following the same instructions can yield variations in color because of differences in batches of ink or toner, the moisture content of the paper used, and production executed on innumerable types and conditions of equipment. 

Have you had your color(s) today?

Try placing a bouquet of flowers on your desk…
or wearing a colorful scarf or tie!

Is it time for a change in your corporate or even your personal branding? Sometimes all that is needed is a tweaking of the colors, shapes and fonts with which you are already working. In other instances, it is time for a complete renovation. The sample color palettes in the article entitled “Plays of Color” may provide some appropriate ideas for your brick-and-mortar and Internet business premises, as well as your wardrobe for adventures in marketing yourself!

 Drop me a note through the Contact page to let me know how this works for you!

Aloha, Jeanne