Design | Branding | Creative Strategies

Ever wondered why colour in your brand is so important?

Well aside from being visual, people emotionally connect with colour and research reveals people make a subconscious judgment about a person, environment, or product within 90 seconds of initial viewing it.  Between 62% and 90% of that assessment is based on colour alone.

It follows that colour selection is a key element of building a strong brand for your business.  Every colour has a different feel and various associations. By choosing a colour or a combination of colours for your brand identity, you will take on those associations. So when developing your logo, branding and marketing materials, whilst the content and messages are essential, don’t underestimate the power of colour. Your colour choices could be sending a specific message to the people who view your brand, so it is vital to choose a color that will represent your identity effectively.

Consider your market and your audience in your business. Consider cultural perceptions and differences in cultural interpretations of your branding colour palette. For example in the Western world, white is considered the colour of purity and peace, however, in some parts of Asia white is the colour of death. Ensure the colour you select will give the right messages and evoke the response you’re looking for in the markets your service caters for.

Whilst individual colours aren’t tied to any particular industry, be mindful that similar industries often use same 'colour palettes'. Childcare centres often use primary colours, fast food outlets use reds and yellows and holiday companies use medium blues pales yellows and/or oranges in their palettes.

At the end of the day, the colour you choose should take into account all of these aspects and reflections. However, it IS important that your chosen colour/s should be something you like, not just something you worked out through a formula. The brand colours tell others something about your service and become a part of an identity that you should get behind and enjoy.  Select something that sends the correct message, represents your service and ethos, and ideally is something that you LOVE as well.