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The importance of colour in branding

26 February 2015 08:50:00

We all associate colours with different emotions and actions. Red means stop, green means go (as does yellow if you’re in a hurry!). Therefore getting the colour right for your brand is imperative, you want to stand out from the competition, but not so in a way that is detrimental to the brand. Colour is the first element the mind sees and the last it forgets and therefore is one of the most important components in creating brand identity.

Research by Xerox discovered consistent colour branding across all your platforms (branding, social media, advertising and logo) not only makes you look more professional, customers are more likely to remember your brand and your business. Colour improves brand recognition by up to 80% and increases comprehension by as much as 73%.

We all associate colours with emotions, blue can be related with cold and depressing if the wrong hue, however it can also represent authority and calm. Red induces excitement but can be seen as aggressive. These two are the most popular colours online, when you consider how many social media platforms have a blue logo, LinkedIn, Facebook, Twitter it is clear that brands are considering their colour. 

Colour is so important in branding that confectionary giant Cadburys have copyrighted the pantone colour 2865c for chocolate bars and drinks, winning an intellectual property argument against Nestle in 2011.

Colour offers an instantaneous method for conveying meaning and message without words and is the aspect people remember most about a brand. So the colour of your brand should not be random. Below are two factors to consider when deciding on the colour for your brand.

Target Audience

People are affected by colour in different ways according to cultural trends. For example, the colour white in the US represents purity; however in some parts of Asia white represents mourning.  So when you pick the colour for your brand it is important to ask – who are your target audience? What do they care about? You need to decide on a colour that best conveys the values of your brand, whilst also distinguishing your brand from your competition. 

Brand Character

Colour influences how people view the personality/character of a brand. When choosing the colour for your brand you need to consider what colour best represents the attributes of your brands personality.  For example, if one of the attributes of your brand is excitement, then the colour red would be an ideal choice, however if you want to convey trust then perhaps the colour blue is more suited.

Once you have decided on the colour, logo, shape and message of your brand you can then move on to label and packaging production. At Fascia, we can advise on how your brand colour and character can be translated into a physical product, and we also have the capabilities to match to any colour system (Pantone, RAL, BS, Munsell etc), or a corporate hybrid, ensuring that when printed your labels are the perfect representation of your brand.

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