Color is an integral part of any design. From logo creation to print ads, website design to product packaging, the choice of colors has a big impact on how your company or product is perceived. When establishing a visual identity for your brand, it is important to choose colors that match your brand’s personality and values.
Color can affect our emotions, give us information, and tell us something about a person or company. More than just affecting aesthetics, color can actually affect how well a message is understood and the emotions it invokes in the audience.
The colors you choose communicate something about your brand to your customers. Black is dependable and clean, but can also be perceived as too strict or boring. Yellow is playful and fun, but less powerful than darker colors. Not only do your brand colors need to reflect the right characteristics, they also have to look good across different platforms and applications – logo, website, business cards, uniforms, packaging, etc.
The specific colors you use for your branding are influenced by many factors. A big part of it will be determined by what customers are used to seeing for your type of business. You want to look like you belong in your industry, but be distinct from your competitors (read our article about fitting in and standing out).
You may choose to go with a traditional color combination (see our next article for more details on color theory) or you may choose to create a more unique palette.
In the end, however, the decision on color often ends up being subjective. Everyone has their favorite colors and different color combinations are going to appeal to different people.
The Psychology of Color
Each color carries with it an inherent emotional impact. Through genetics and social conditioning, we have developed instinctual reactions to different colors. Because of this, many colors naturally lend themselves to being used in certain industries. Below are the some emotions and ideas associated with different colors. However, the meaning of colors varies in different cultures, so international companies should take particular care to choose colors that send the intended message to their audience.
White provides a clean slate and works well in minimalistic designs because it is the very epitome of neutrality.