Remember the breast cancer’s Pink Ribbon or the Golden Arches? Why do most of the biggest banks like Chase, Citibank or Bank of America choose blue as their dominant colour?
Coca-Cola chose their famous brilliant red hue very much the same way. ‘Brand colours’ not only create a stunning visual experience, they also subconsciously shape action, help with recognizability and memorability, and have the potential to attract the right kind of customers. Which is why brands ought to put a lot of thought into the colours they choose and implement. It’s very important to understand the impact of colour has on customer behaviour.
Research has found that almost 85% of customers believe that colour is the biggest motivator to choose a particular product while 92% agree that visual appearance is the persuasive marketing factor. According to the Institute for Color Research (CCICOLOR), the average person makes a subconscious judgment about a product, person or the environment within 90 seconds. More than 2/3 of that judgment is basis color!
Colour is the most noticeable components of your brand. Also, remember, using too many colours dilutes the power of colour to brand your business. These days, we depend a lot on colour theory, colour that has intention, to develop really unique colour palettes that clients like. From warm colours, to cooler ones, to tints and shades, we create palettes to represent brands and logo designs and improve user experience.
But how do you go about choosing that colour for your brand? Because the colours you choose need to be core to your personality and feel second nature to your brand. It should define your brand. Here’s how you can set your brand palette:
- Stick to one or two dominant colour instead of several colours that can create confusion. Be consistent when it comes to using those 1-2 colours. You can choose that colour based on the message of your brand, values, uniqueness and the like.
- Before you freeze in on a colour, understand the meaning of each colour. Like red depicts passion and vigor, purple depicts royalty and wisdom, while pink depicts warmth and nurture. So, once you know the meaning, choose a colour direction that resonates with your audience.
- Building a successful brand means figuring out how you want your company to be perceived by your customers, investors and shareholders. Before choosing your brand colours, put together a list of phrases and words that your brand stands for. Do you want people to perceive you as friendly and cheerful, or sophisticated and reliable? The descriptors you choose for your brand will help you select the kind of brand colours that are right for you.
- Balance out your core colour with 3-4 equally vibrant hues. For a bright, new age look, consider following what the top brands like Google are doing. These brands have gone with nearly full-spectrum color schemes that feature 4 or 5 equally vibrant hues.
- Assess your direct competitors and types of colour palettes they are using, because it’s important to gain insight about the colours you should avoid. It’s important to create a memorable brand that sets you apart from your competition.
Once you’ve determined the colours that are apt for your brand, ensure that you use them across all of your branded materials and don’t use any other colors. This will create consistency in your brand and make it memorable to potential customers.
Let us help you through your branding ideas. You can write to us on firstname.lastname@example.org or call us on 9867299977.