Without doubt, color is a vital element of branding. Except for a powerful brand name, color is the most important branding element, in my opinion, because of the emotional power of color.
Color invokes associations and set moods. It may be a â€œsubliminalâ€ element in that most people will not consciously be aware of a brandâ€™s color(s) or the associations it evokes. In fact, unless a color is absolutely prominent (and may even have the colorâ€™s name in the brand name â€“ GreenThumb, Selsun Blue), most people could not name a color associated with a brand unless its been around for years â€“ think Kodak, Scottâ€™s, Tide and UPS.
The emotions elicited from colors can be greatly influenced by the context in which it appears. For example, green is the color of money and suitable for financial service businesses. But it is also the color of trees, lawns and shrubs so environmentally-conscious brands will probably opt for green. Green is also associated with â€œgreen lightâ€, â€œgreen hornâ€, Kermit the Frog and a Jolly Green Giant.
Then, too, colors may signify different associations in different cultures. For the Japanese, white is associated with death, whereas in Western culture it stands for purity and beginnings. Care in selecting colors for a global brand is almost as important as selecting a brand name that â€œtranslates positivelyâ€.
Another factor: most brands have multi-colored visages. So what happens when two colors tend to â€œcontradictâ€ each other? What affect does the FedExÂ purple and orange have on target audiences, if any? Just another factor to consider when establishing the elements of your brand.
Then there are other ways to combine and contrast colors based on color theory and the color wheel. These techniques will provide cohesion, harmony, vitality, tension, serenity, and any number of other reactions toÂ the brand.
So this series will tackle color. Iâ€™ll start with blogs about each of the major colors, then speak to color combinations and then to color theory as it pertains to branding.
So please keep coming back to explore colorful branding facts, ideas and opinions, and please let me hear from you about your experiences with color in branding.