Importance of Colour in Brand Design
Colour is an important consideration in your brand
identity system. The colour of your brand is an essential character in your brand’s story. When choosing a colour to represent your brand, you must think far beyond your personal, subjective preferences.
Colours have a significant impact on people’s emotional
state. Colours impact people’s ability to concentrate & learn. Colours have a wide variety of specific mental associations. For eg: Blue is the most calming of the primary colors, followed
closely by a lighter red. Yellow evokes cheerfulness.
Selecting The Right Color For Your Brand ď‚— Select a color that properly fits your strategic positioning. ď‚— Selecting a color (and color scheme) for your brand must
represent the audience emotional associations and desires, and the value proposition or promise your brand brings to those desires. ď‚— Selecting the appropriate color to represent and
differentiate your brand must be based on several criteria :
Target Audience Different consumers are affected by color in different
ways. Choose a color that best anchors the meaning of your
value to your audience and distinguishes your brand from the competition in the category.
Brand Archetype Choose a color that best represents the attributes of the
archetype for your brand.
ď‚— Culture ď‚— Color means different things to people in different parts
of the world, in different cultures ď‚— An important consideration while selecting the color
that represents your brand in markets the brand serves is the demographics and psychographics that are most dominate in the culture.
 Colors define your brand’s value, strengthen and
support your brand positioning, enable greater awareness and customer recall, and distinguish your brand among its alternatives. ď‚— Picking the right color should never be
underestimated.
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