Establishing your brand requires you to paint a clear and well-defined picture of what you are trying to convey to your company and your constituents. The brand’s definition and recognition can be affected by even the smallest details, including font and color. In this article we take a look at What You Should Know About Branding With Colour.
The wrong choice of colour can lead to a disconnect from the brand and its meaning, so choose wisely.
Your colour scheme and palette should enforce the brand’s recognition and make it definable, so consider these factors as you look to establish a colour palette that reflects your brand.
Keep in mind that your brand is fully intertwined with your marketing strategies. As you begin to establish your brand, keep in mind who your audience is, what content you are offering and how to best grab your viewer’s attention.
Once you begin to outline your core concepts, you must remember your brand and integrate this through all areas of your business, from your website to packaging to your logo.
Once clearly established, your brand should be woven into all touchpoints and concepts of your business.
Branding and Colour Palettes
As you consider how to best translate the visual representation of your company, choosing a color palette is a key reflection of any brand. Your colour palette can create a cohesive message that flows through all areas of your business.
This palette should include colors that come in varied hues, but similar and complementary shades or variations.
You will want to create an eye-catching visual for your viewers to enjoy without creating something overwhelming and unreadable.
By selecting colors that pair well together while not being the same colour family, you can create a beautiful tapestry for your brand.
Selecting complementary colours is one way of using colors in a visually appealing fashion without creating a mess of colour.
Reviewing various color combinations to determine which best suits your needs can be a great start to understanding hues and their relationship to one another.
Using colours that complement one another can create an intriguing and beautiful end result.
With the proper use of colour, you should be able to evoke emotion and psychological responses that positively influence your brand.
A reliable brand can be easily interpreted by the clientele, and this can be reflected in readability.
If your client cannot interact with your brand because they cannot read it, you immediately create a barrier that can damage your relationship.
Jarring color palettes not only suggest an aggressive or unclear brand, but they are incredibly uncomfortable to look at.
While flashy colours and fonts can brighten up a dim space, excessive use of colour and flair can create a headache-inducing or unreadable experience.
Steer away from colors that are distracting or too flashy to create an enjoyable experience for your clientele.
High Contrast Colors
In the same vein as readability, contrasting colour affect your viewer’s ability to interact with your newly established brand.
When you consider colours, ensure that they are readable. Colours that vary significantly in hues, such as white and black, offer a stark contrast.
These high contrast colours are much more readable than lower contrast colours together, such as a pale blue or pale grey on white.
Just as readability is critically important, contrasting colours can affect your ability to interact with your new brand, so make sure your palette is readable.
Create an Aesthetic
As you develop your brand, you can create an aesthetic and feel through your colour choices. When considering your brand colours, you can influence the look and feel of your brand through colour.
Each hue can provide a sense and suggestion of thorough design, so choosing wisely is important.
Whether you choose soft, pastel colors to suggest a nurturing and soothing impression or jewel tones to reflect a luxurious brand, these colour choices send subtle messages to your clientele without explicitly stating this.
Whatever colour scheme you choose, know that this choice will require intention and research into your market, never to be selected randomly.
When branding, it can feel tempting to reduce the amount of white space, filling it in with other colours; however, this is a common mistake. White space can be your friend in branding.
While you may be tempted to fill this with eye-catching colours or designs, keep in mind that white space provides a clean and crisp visual. Not everything has to be filled with a pop of colour.
Bright and Bold
While you may not want to choose an unreadable colour palette for your brand, bright and bold colours are not out of the picture. For a beach brand or youthful look, you may want to consider bold summer-like colours, like yellows and bright blues.
This pop of colour shouts summertime and gives a youthful approach. With these bright shades, you can evoke joy, happiness and thrill.
Pastels on a palette reflect tenderness and kindness which can be a unique portrayal of birth and new life.
This beautiful softness can be a lovely reflection of a brand that is looking to portray a nurturing experience, filled with love and care.
There is a reason why soft, pastel colours are often associated with spring, the season of birth and growth.
Rich, Earthy Tones
Rich and earthy tones can be a marvelous connection to a sense of nature and its bounty.
These rich colours can bring up memories of exploring nature and growth which makes them the perfect choice for environmental and sustainable initiatives.
With a sense of grounding and connection to the earth, these colours can provide a mellow and enriched sensation to any branding.
Vibrant and Eye-Catching
Loud and vibrant colours can alert you to importance, as is the case with signs that alert caution or try to grab your eye.
These rich and full colours, such as reds and oranges can call your attention to something and the brightness of these colours suggest that there is an urgency or importance to be aware of.
Colours are an integral component of the branding process due to their implicit impact on emotion and visual effect.
This is why it is essential to choose colours that reflect your brand and your mission so that you can ensure you are reflecting the message you are hoping to.
We hope this article has helped with What You Should Know About Branding With Colour.
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Originally published at The Logo Creative | International Logo Design & Branding Studio.