In the tool belt of a graphic designer, colour can be considered a power tool. Colour has the ability to connect to an individual or demographic in a way that can deeply impact their reaction to in a negative or positive way. The colours we use for our clients go much further than simply picking our favourites. We choose and tweak the colours we use on your marketing pieces very carefully to perfectly suit the needs required for your logo, website, business card, or other corporate documents. Here is a short list of five things we consider when it comes to choosing colours.
5 FACTORS TO CONSIDER WHEN CHOOSING COLOURS:
Colour has the ability to create subtle emotional reactions. If a brand is wanting to create calming or comforting feelings, light cool colours, such as blues, may be selected. Conversely an intense red colour can imply passion, energy or aggression. To further complicate things, colour combinations may have a stronger meaning than the individual colours themselves. This means that even though green is linked with feelings of growth, and red feelings of energy, when combined a red and green logo is more likely to immediately make your audience think Christmas instead of growing energy. Every colour has its own psychologic correlations, if you are interested in learning more about this there are oodles of online resources about this topic. For companies in a global market it is important to remember that colours may have a different connotations within other cultures.
It is very important to remember who will be viewing your brand, and who you want it to appeal to. Although each colour has its own emotional connotation it is important to note that not every person reacts or relates to every colour the same way. By carefully considering your demographic we can help make a better colour choice for your company. For example a navy blue and cream colour scheme may appeal to a demographic of mature business men, but could appear boring and easily dismissed by a group of teen girls.
When researching your brand we take a look at the colour schemes that your competitors are using. There are two main reasons we do this. The first is to make sure your company stands out among your competitors. We do not want your company to be overlooked or make your audience think of another company. On the opposite side though, one particular colour may be traditional to use with your company’s industry and it may be important to include in order to understand what your business does. The trick here is to find a colour, or colour combination, that stands out among competitors but still feels like a natural fit within your particular industry. Your colour must make sense for the market, without blending in with your competitors.
It is important to be weary of fads. Like any trend, colour trends come and go, and choosing an overly trendy colour is a sure way to make your brand look outdated before its time. If neon pink is a hot colour right now, it may be a used on an event promo piece that will have a limited life span, but you probably shouldn’t use it in your overall corporate identity.
Colours are chosen to suit not only your company, but also how the colours will be applied. Knowing how the piece we will be designing will be displayed (online, vs. various printing methods) and where it will be used will also influence which colours are chosen. Some colour values translate differently on different application.
A company’s corporate colour has the ability to set the style and tone of a brand. It can make a brand cohesive, memorable and recognizable. In order for colour to be used to the best of its ability it is important to look past personal preference and choose what is right for your company, your market and your brand.