Why colour perception is everything when it comes to strong branding?
Let’s face it, if the world was black and white it would be a pretty dull place to be. Colour breathes personality into everyday life and creates familiarity with our surroundings. We all know that red means stop and green means go, so colour also acts as an extension of language itself and affects our emotions. Essentially, colour is much more than a just shade on a page and it should play a fundamental role in the life of any brand.
The first step in considering colour when it comes to your brand is deciding who you are. However, finding the right colour is trickier that you think. If you’re a bold brand that wants to stand out from the crowd, then you need to use daring colours such as orange, red or yellow to reflect this. If you want to portray a subtler and sophisticated image, colours in the range of silver, black, blue and gold are ones you may want to include in your palette.
For example, we all recognise Google for its rainbow-coloured branding and there is a story behind its now infamous logo. The company wanted to be seen as playful and different, so decided to go with the primary colours of red, yellow and blue. But instead of having the pattern go in order, they put a secondary colour of green on the letter ‘L’, which brought back the idea that Google doesn’t follow the rules.
The same goes for picking a colour that will resonate with your target audience. Not to sound obvious, but if your target audience is men you don’t want purple or pink to dominate your logo. In addition, if you are looking to use more than one colour, you need to think carefully about which you chose and ensure they complement each other.
It is an art form to be able to get the balance just right, and this requires skill and creativity to develop a harmonious colour palette for your logo that conveys your business message. But if you crack the code, you will be on your way to creating a brand identity works hard to capture the hearts and minds of your customers.
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