How to Choose your Brand Colour
Colour is one of the most primitive, instinctive forms of communication we have. On both a conscious and subconscious level, colours convey meaning — not only in the natural world but also within the artifice of society and our visual culture.
Colours can set a mood, convey an emotion, attract attention or make a statement; and harnessing colour psychology and the feelings that colours can conjure or create, is one of the most powerful tools a designer has.
It is important to understand that your brand colours are what people will recognise, and associate with your brand. It is this combination of colours, or lead brand colour — not specifically the logo — that people will remember. Think Cadbury’s iconic purple, or Tiffany’s iconic robin egg blue (read my post about it here) — colours that have become synonymous with both brands (and trademarked by them too). In 2012, Cadbury won a landmark hearing to win the exclusive use of its signature Pantone 2685C — as used in its Dairy Milk packaging.
In fact research by Color Communications found that it takes about 90 seconds for someone to form an opinion of a brand. Within that time, between 62% and 90% of decisions are influenced by colour alone. So if you make the wrong decision on the colour for your brand, you’re passing up on a great opportunity to make a strong first impression — which…
