Colour Tips for Better BrandingJoseph Wu
If there’s one thing we’ve learned since our opening almost two years ago, it’s that 99% of the jobs we do are for business marketing purposes. If there’s one tip we can offer in return, it’s that good design is vital in creative marketing. While PRINTitGO does offer in-house design services, it never hurts to learn a bit about it, too, especially when it comes to simple colour schemes.
There’s a psychology behind colour. For instance, yellow is associated with optimism, red with provocativeness, blue with trustworthiness, and multi-colour with innovation. We see these associations transcend directly into some of the world’s most renowned brands: McDonald’s being yellow, Coca-Cola red, Facebook blue, and Google various colours. A brand has the power to create associations, which makes its selection that much more important. Now, how can you apply that to your own business?
We’ve complied a few colourful tips on branding for businesses’ ever-evolving marketing needs:
1.) Use contrast. Contrast and the use of various colours isn’t necessarily to create a more playful environment. Rather, it’s meant to highlight certain areas and guide the consumer’s eye.
2.) Personal experiences. No matter how you see it, some portion of an individual’s relationship with colour has to do with their personal experience. This means you can’t entirely control your customer’s outlook. That said, draw from your own experiences and don’t be afraid to be bold (while not straying too far from predicted associations).
3.) Don’t be afraid of white space. While white space can sometimes seem daunting, it can be like silence at times, in so far as it says a lot. Filling white space for the sake of it does nothing but create chaos and confusion. The same can be said for certain brands that use white in their logos, presumably because the alternatives didn’t suit their mandate. Take Nike and WWF, who’ve famously always stuck to black and white logos. Black and white logos are often associated to authority and power.