Design is colour and colour is design
When it comes to brand design and marketing; colour, unfortunately, is often overlooked. In recent years, scientists have been studying the impact of colour and the psychology behind it. Colour can subliminally affect your consumers both emotionally and physically. This is why making sure your brand’s colour scheme is correlative to the aesthetic is crucial. A study conducted by Colour Communications showed that on average it takes a person 90 seconds to form an opinion of a brand or company and is to be noted that 62-90% of that decision was colour related. A smart colour choice for your brand requires translating the message you want to be sent to your consumers into the logo and colour. Colour also has a huge impact on memory retention and recall which is why it is imperative to emphasis efficient branding within your company.
Online Presence
While colour is important in the logo and adverts, it should also impact your company’s online presence. During the creative process of brand design, the colour scheme is often chosen. There are a range of colour schemes that are typically used which involve choosing colours from different parts and arrangements around the colour wheel. Colour allows consumers to connect with a website and the company behind it. However, this is almost always done subconsciously, which is why it proves so effective.
Meanings of Colour
Each colour has the potential to evoke a different feeling within an individual. Studies have been done that help generalise how different colours make consumers feel. For example, yellow is often associated with happiness and warmth whereas, red is often seen as bold and excited. While these two colours are fairly similar, they elicit two different feelings and could produce a different brand reputation as seen by the consumer. Another example is how the colour blue is usually seen to bring about feelings of trust and peace. Where on the other hand, green is seen to be balanced and around growth. Knowing which colours correlate with each different feeling can help ensure that your company’s colours are on-brand.
What is your brand’s personality?
Before you can choose the correct colour scheme for your brand, you must decide what the personality is. Does your company have a very structured and detailed approach? Or is it more laid back and calm? Upon deciding how you want your brand to be perceived, you can decide which colours would best fit the desired look.
If your brand is not fresh and meeting your goals, it might be time to re-evaluate the colours of your company. For example, do they accurately reflect the way your business operates, or do they need a change? While changing the logo or colour scheme may seem like a risky move; it can offer multiple benefits. For example, a rebrand will give you the opportunity to make sure the colours being used truly represent the brand’s core value. It will also bring attention to new and existing consumers to your brand.
Overall, the time you spend deciding which path to take your brands colour scheme could have a major impact on your level of success. Do you need help with choosing colours or your businesses rebrand? Why not give us a call?
If you want to learn more about how these colours will impact the design process. click here.