Colour in Branding – Colouring in the Blanks
The use of colour in branding seems like a no-brainer. Of course you need some sort of colour scheme for your branding. This is more a question of which colours should you use. Better still: Which colours will be best suited for the company.
Communication with Colour
Let’s Mix things up
Once we start using more than one colour, we can create combinations to either subdue or amplify a mood. Typically, designers will follow these rules when implementing colour for branding.
Setting the right mood
Depending on the nature of your business, one of these colours or a mixture of colours will be best suited for the business. The name of your business alone may not be enough to convey what you do. The Amazon we’re talking about isn’t a river in South America, it’s an online retailer and media streaming service.
You’ve met your Colour Match
Some brands have become so iconic that the mere use of colours can be matched with a brand, even specific products. When you can achieve this, you know you have an iconic brand. Let’s put some of those brands to the test actually, see if you can identify a particular brand from each one of these colour palettes:
b) Google – Four common colours together, all-encompassing like just Google. Microsoft & eBay also use this scheme.
c) Walker’s – A yellow to orange gradient of a roasted crisp. While Purple is used for best contrast with yellow, red is used as a ribbon label, possibly to tie in the classic flavour ‘Ready Salted’.
d) Coca-Cola – This branding juggernaut have a cool design, toned down with a hand-written logo to keep it distinct.
e) Asda – Usually just a green logo on a white background, using yellow to highlight details for marketing material in-store.
f) Ford – Always depicted with gradients to give a clean, glossy finish like a brand new Car.
g) Amazon – Simple Black text on White Background, underlined with a friendly smile.
As a small business or a start-up, prepare yourself. Focus on developing branding material that conveys what your company is all about. Link it to the atmosphere of your business. What will resonate with your audience the best. Make the best impression and come out swinging!