Cracking The COLOUR Code
Colours… so beautiful, yet when you try to pick some to form your brand colour palette it can be a very stressful time!
Amazingly colour increases brand recognition by up to 80%! (University of Loyola, Maryland)
That being noted, yes, the use of colour is important for your brand. Not only in the case of your brand colours but also to highlight information on a marketing document or website. Colours elevate copy and design, create mood, connection, but when used incorrectly could have disastrous effects.
Throughout this post I will share 3 key points to take note of when it comes to colours and ‘cracking’ the colour code.
When picking brand colours it is good idea to double check the meanings and the psychology of colours to ensure they convey what you intended. For example, if you are a food company, blue may not be the best colour choice as a main colour as this is known to be an appetite suppressant.
Some colours work better than others to help create a feelings and emotions. Using my own branding as an example, I wanted to create feelings of creativity, success, energy and harmony. So, to do this, I have chosen to use colours within shades of yellow, orange and greens.
Yellow/Orange: enthusiasm, fascination, happiness, creativity, determination, attraction, success, encouragement, and stimulation.
Mint/Green: the colour of life, renewal, nature, and energy, is associated with meanings of growth, harmony, freshness, safety, new growth/rebirth.
An expert graphic designer will research colour meanings for you. However, if you are wanting to do a bit of research yourself before approaching a designer, I’ve pulled out the colour chart from the It’s time to shine toolkit which can be downloaded from here.
If you would like to download the whole toolkit to access more design tips, you can find it here.
Secondly…Don’t use colours you don’t like
If you are wanting to portray the feeling of empowerment, but you don’t like green, look for another colour that you like that will evoke similar feelings and emotions. Burgundy or Orange could be options for empowerment over green. Liking your brand colours is important because you need to in some way feel connected to your brand. This is especially true if your brand is you! It will also help you with confidently representing your brand, which will echo through all of your marketing efforts. Colours that you feel connected to will elevate your brand and lift it to another level.
Thirdly… Screen colours looking different when they are printed
I want to draw your attention to this… screen colours that you see on your computer or device are brighter than when they are printed. Some ‘screen’ colours cannot be replicated in print unless you use a printer that will load your specific colour into the printer (this can sometimes be very costly, and you may have to go to certain printers that have the colour you want).
Here is an example of a colour palette with the two rows showing what the same colour looks like on screen versus how they will look when printed:
As you can see from the conversion example above, there can be a big difference between how your colours will appear digitally and how they appear in printed materials. Your designer will have to tweak the colours slightly to ensure the screen and print colours match as closely as possible.
Another colour factor to consider is using a custom colour. As a way to differentiate from the competition, some brands may opt to use a custom colour which is specifically created for them. A good example of this is the brand ‘Tiffany & Co’. They had the ‘Tiffany Blue’ colour specifically created for their brand. If you want to go down this road, speak with your designer from the very beginning of the process so that they are aware.
Colour is a tool and only one part (of many) within your branding strategy. Colour choices can either help or hinder the visual and emotional messaging of your branding, so it pays to get it right!
If you would like to discuss your brand colours or anything in this post, please get in touch by booking a chat here.
Please note: I take on a limited amount of clients each month to ensure provide the best possible service. I’m currently taking bookings for December – Limit of 2. If you’d like to get your brand sorted once and for all before the New Year, don’t waste any time and book a call!