The third of our New Year blogs looks at effective use of colour within design in your corporate identity.
“Color rings the doorbell of the human mind and emotion and then leaves.” – Faber Birren
Are your company colours giving out the correct impression of YOU?
Are you cerise and banana with a hint of butterscotch, or are you washed out and washed up?
The first impression a client receives of your company is via your corporate identity.
A great brand needs careful colour choices to evoke the desired response.
Our first blog of 2018 brand and identity, stressed the importance of design.
It reflects the ethos of your business, so needs to reflect the core of what you do.
If it comes across as cheap, then you do too.
Selecting a professional designer to develop your brand will reap huge benefits in both the short and long term.
People buy from reputable, personable companies. So if your brand represents you, it will work, and so will you!
When thinking of colour, it’s easy to pick a certain shade of green for your logo, just because you like it.
However, we suggest that you really consider what that colour says about you and what you do.
“The subject of color seems to have almost endless ramifications
and to touch upon life in almost every quarter, for color is rich in lore,
rich in meaning and purpose.” – Faber Birren
American writer, Faber Birren (1900-1988) devoted his life to the effect colour has on humans.
For example, historically; red is very often associated with danger, love and anger; black with darkness, evil and death and white with purity, cleanliness and cold.
These associations are so deep-rooted it’s often difficult for people to view them in other ways.
However, when it comes to business and design, colours can be seen in a completely different context.
Have you considered the effect these colours may have on your corporate branding?
Red is an exciting colour, eye-catching and bright, prompting impulse purchases.
It brings itself to the foreground, is great for a call to action or to grab attention.
Red is effective when used sparingly against a darker backdrop and it often used within sporting brands and energy drinks.
10 words associated with the colour red:
love, compassion, danger, anger, power, fire, blood, heat, sexuality, energy.
Green is a fresh colour, associated with spring and nature or safety and medicine.
Made from blue and yellow, it suggests tranquillity and is often used within organic food companies, natural beauty products or medicine (both medical and alternative).
On the other hand, green is also used in finance and can be linked to money or greed, this is usually done with a darker shade of green.
Green is an honest colour. It may be just right for you?
10 words associated with the colour green:
spring, safety, fresh, hope, nature, medicine, light, relaxation, greed, wealth.
Black is associated with darkness, evil or gloom, used historically to denote the bad guy or witch in films and worn traditionally to mourn.
Now, black denotes luxury items too, representing elegance and wealth, seen in black cars, formal wear or smart phones.
Large corporations use the colour to show their superiority. So black should be used with caution, as when used in the wrong context it can negatively impact your business.
10 words associated with the colour black:
death, sadness, evil, darkness, formality, elegance, expense, gloom, luxury, negative.
Note…Black is in fact not a colour at all, but an absence of light.
White is a delicate and clean colour. Used historically for bridal wear, it is seen as pure and untouched.
Angels within religion are also depicted wearing white. Sometimes associated with cleaning companies or hospitals, it denotes safety, cleanliness and good.
White however, doesn’t portray warmth and friendliness, and as with black, it should be considered carefully when it comes to your company’s’ branding. When used well, it implies simplicity (Apple has done this very well) however, when done badly it can make your business come across as bland.
10 words associated with the colour white:
snow, cold, delicate, pure, good, clean, elegance, light, faith, simplicity.
Yellow is a happy colour, used in children’s books and to portray warmth or sunshine. Children’s nurseries or pre-schools might use yellow in their branding.
Much like red, it attracts attention and is often linked to offers or bargains which could denote a cheap feel to your brand. Yellow works well in supermarkets to show products on offer but wouldn’t work for more luxurious brands. For example, you wouldn’t see a serious businessman wearing a bright yellow suit but you may see a clown!
10 words associated with the colour yellow:
sunshine, happiness, light, good, energy, bargain, vibrancy, youth, cheap, spontaneity.
Blue is a clean and pure colour, similar to white. It connects with water or coolness. Business such as air conditioning or bottled water suppliers, sports centres or swimming pools and airlines tend to use blue in their branding.
It is also associated with knowledge, tranquillity and loyalty. Blue is usually avoided by catering companies as it overpowers hunger.
10 words associated with the colour blue:
loyalty, knowledge, serenity, calmness, coolness, water, air, safety, infinity, meditation.
If you would like to talk to Signspeed about your colour choices and how they are perceived by your customers, why not take advantage of our special offer to rebrand this month and we will give you 25% off all your business stationery with our new year, new you offer?