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Unless you’re Harvey Dent with a fancy coin, I can safely assume you’ve been paralyzed by the decision about which font or color to use at one point in your life. Whether this all too real dilemma was for a 7th grade paper about the Conquistadors (this wasn’t just me… right?) or your newly ordered business cards, it probably consumed way too much time.

I’m going to empathize with you. Virtually all small business owners and entrepreneurs can get stuck on a new business idea. It’s entirely okay to spend a reasonable amount of time choosing the right font families and colors for your brand. However, it’s important not to let the choice get in the way of your launch or to enable more obstacles—no matter how important it can feel.

Luckily, you won’t have to reinvent the wheel when you make your decision. Here are 3 great (and free) tools which you can use to help pick colors and fonts for your brand.

1. Fontjoy.com – Font Pair Generator Powered by Deep Learning

As a web designer, often times clients will defer choices like type fonts and colors to me. Even after building dozens of websites, settling on a great pair of fonts can weigh me down. Fontjoy is powered by deep learning to analyze the different properties of font families and what a good “match” is made of. If you like one type font but not the others, lock it in place and generate a new set.

2. Colormind.io – Color Scheme Generator Taught By Photographs, Movies, and Art

Colormind takes the concept of Fontjoy and reapplies it to color choices. Built by the same developer as Fontjoy, Colormind uses deep learning to analyze well-received color combinations and recommend new ones. If you like some but not all of the colors in your palette, lock your favorites in place and generate a new set.

3. Paletton.com – Color Palette Chooser for Advanced Users and Professionals

Though Paletton is just fine for pros and non-pros alike, its strengths really shine for people who know what they’re looking for. Paletton offers much more control over your color selections, such as hue, saturation, brightness, and even degrees of separation on the color wheel. This helps you to fine-tune your brand’s perfect color palette.

Though the 3 tools above will help narrow down your choices significantly, you might still find yourself on the fence. When that happens, a great way to move past it is to look at successful competitors. Are there any brands that have a voice similar to what you want? Note down your findings and what you like and dislike about each. Make your decision and move onto the next big thing!

Remember, having the perfect fonts and colors may feel important to you, but it will make virtually no impact to your bottom line. If you let this decision hang over your head and prevent you from launching your business, you won’t have a bottom line.

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