Why is colour choice so important when it comes to branding?

Colour is an integral part of design and branding; in fact, studies have shown that up to 90 per cent of snap decisions made about products can be based on colour alone.

The word “brand” has been defined by marketing experts as the “name, term, sign, symbol or design or combination of them intended to identify a company’s products or services.” Your brand should communicate the “idea” or personality of your company or product, and the psychology of colour can have more of an impact on the connection formed with consumers than you might have thought.

If you’re thinking about rebranding, or having a new website or logo designed, colour is something that you should think long and hard about.

Things to consider when choosing colours for branding and design:

  • Are you trying to appeal to a specific age, gender or sector and if so what colours are favoured by your audience?
  • Does the colour “fit” your product/service?
  • What colours do your competition use?
  • Could you stand out in your field by using a different colour?
  • What colour best represents your brands personality?

Different colours have different connotations and can induce feelings and meanings. There is no clear-cut set of guidelines for choosing the right colour for your brand, but we’ve collated a few colour tips that we find helpful when advising a client on new designs.

Examples of great brand communication through colour

When it comes to branding colour can affect a consumer on an emotional level, in terms of how they it makes them feel and also on a practical level by helping a company/product stand out in its market. Some companies colouring are so recognisable, they effectively “own” that colour through their branding:

Are there any “bad” colour choices?

The simple answer is “No”. Any colour is in keeping with your brand and reflects your image is a good choice. Keep in mind that thousands of shades of every colour are available – you might not immediately consider blue, but what about a “greeny blue” or “blue-grey”? The colour brown is often very quickly dismissed but a great example of how a colour being used well throughout an entire branding campaign is the natural and earthy feel that Graze have introduced to their product. Any colour can work for your brand when combined with and complimented by other colours and designs used properly throughout your marketing channels.

For more advice on branding, or if you would like to speak to us about a new web or print design project, please dont hesitate to contact us!