Color have language in business!!!

Color have language in business!!!

Color is one of the single most crucial elements when creating a brand. Understanding the importance and influence color has on your branding project is key to producing a strong and cohesive identity. 

Color plays a major role in our visual perception and therefore a fundamental grasp of color perception in graphic and web design is critical in order to create a palette that evokes the right audience reaction.

Color association

the colors such as red, yellow etc. are said to be bold, uplifting and energetic

the cooler side of the spectrum with its blues and greens are associated with stillness and subtlety

When selecting a colour palette for your brand you are taking on these associations, and so the choice is vital to what your brand is trying to communicate. The colours you choose affect how customers feel when they look at it, but also on a practical level, it can determine how your brand stands out in the market.

Getting it right

To convey a simple message and differentiation it is important to select a colour palette that properly fits your strategic positioning. It is important to consider the tone and colour combination to successfully engage with your customers. If you picture a red can of cola or perhaps big yellow arches, in each instance, colour is the predominate element of identification and association with either brand, highlighting the profound impact this decision can have.

Target Audience

Who are the people you are appealing to and what is it that they care about? How do you encourage your audience to engage with your brand? Choosing a color/colors that specifically anchors the meaning of your core values to your audience enables your brand to be distinguishable within the market and to stand out against the competition.

Building Trust

Brand consistency is a key factor in building trust and customer loyalty. It is important that your audience trusts your brand and that reliability in your product is communicated. If the color and tone of the brand changes too frequently or it is inconsistent then it could damage the overall perception

The colors define the brands core values, enable greater awareness and support whilst strengthening its position. Colors help to give a brand its own personality, which helps to distinguish it amongst its alternatives.

EXAMPLES!!!

Example of the logo evolution of two very familiar brands: whilst they have gradually made alterations to the logo, the colours and therefore the overall brand have remained consisted. Making colour key to your brand means that designers are able to evolve the brand through changing times and trends without losing the connections that have been built up with the audience. This allows freedom and flexibility in the design without loss of core values and consistency. Therefore a brand colour palette should not be underestimated, and could end up representing your company or product for many years to come.

Current Coca Cola logo

Shell though the years

Current Shell logo

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