Branding Colour Strategy Tips
Colour in branding is a complex field with so much information and opinions to consider. Colour trends can change however when you select your colours from a strategic standpoint rather than fashion, you will be setting your brand on a strong foundation.
Research the meaning and associations of colours
There are cultural associations, personal preferences and common emotional responses to colour that can be used to your advantage as a brand. There are physical and social effects of colour, some of which have been proven and some are a matter of opinion. We encourage business to take all of these viewpoints into consideration so an informed decision can be made.
It can get a little confusing since one colour can have a variety of meanings. Take red for example, on one hand it could mean passion, excitement or love and on the other hand it could mean danger, rage or anger. For most colours, varying meanings are possible so you need to examine colours closely. You can easily see why fortune 500 companies invest so much into colour research for their branding.
Let’s take a look at H&R Block for example. Rumour has it they invested a significant amount of money to research and select their green. Green is not a common colour for their industry however it does communicate health, so for them it speaks of healthy finance. The green they have selected is also young, youthful and vibrant which I’m sure all came into consideration when selecting the colour.
Apple is an interesting brand when it comes to the use of colour. You may recall Apple started with a rainbow of colours. They have certainly evolved over time where they had many brightly coloured machines and now most of us would associate, clean crisp white with their brand. Unless you are a massive company who can afford to do this, I’d suggest you create a colour strategy and stick with it.
Consider colour combinations and how to apply colour
The way you use your colours has a huge impact on your success. More often than not a brand will require a colour palette of two or three colours that form the brand and their may also be supporting colours used for particular purposes. You could potentially colour code your whole every department of your business. If you do so, I would suggest making your two or three brand colours dominate with your supporting, department colours a little more subtly used. It can become overly complicated and confusing if you don’t use your colour palette well.
You should select colours that will print well in normal full colour printing conditions. For example if you choose a bright fluorescent colour or colour on your PC monitor, it may not print well using the full colour printing process. You may need specialised inks which can be costly so keep this in mind. As a side note, you will also need to make sure your logo works in black and white when needed.
Analyse your competitors colours and select something unique
We encourage our clients to avoid selecting colours just because they are in fashion and to also avoid colour their competitors are already using whenever possible. You don’t want to appear to be a ‘knock-off’ brand or a cheap imitation as a business, you should be unique. You need to establish your own identity and colour is a great way to differentiate your brand. Sometimes doing the direct opposite to your competitors is the best option, particularly when it comes to colour selection. It’s a great way to stand out in a crowded market place. Think about what makes you unique in your market and try to highlight that aspect of your business through your use of colour.
For example, blue is commonly the most popular colour in the Western World, particularly for men. For this reason, it’s a colour often chosen for large corporations because it communicates trustworthiness, reliability and honesty. If you were to use blue in your branding, you should consider carefully your secondary colours so your brand doesn’t get lost in the crowd.
Is colour a matter of opinion?
Yes, to a large degree it is. The danger is too many businesses select colour according to what they prefer, not what will communicate their intended message or attract their target market. It would be wise to ask people from your target market their views and also consult colour experts for their feedback. As graphic designers, we have formal training in the use of colour, however we don’t always get a clear understanding of how colours can impact people emotionally and how it can be used as a branding tool. It has been my passion for many years now to research and understand how we can cause a response through design elements such as colour.
