Whether we like it or not we are in the 21st century where our lives are dictated and influenced consciously and subconsciously by images. As consumers we live in the now generation where, we demand speed purchasing via our mobile devices and make buying decisions instantaneously.
Why is Colour the KEY?
The first thing we register, recognise and make connections with in a brand scanning our i-phones, tablets, tv screens etc is colour. Our whole culture and society has become so sensitive to the subtleties of image from colour, symbolism, fonts etc. that it is essential as a business to understand its value and importance to your brand.
As an experienced designer for over 25 years your choice of brand colour is crucial from your palette, to the choice & depth of intensity of colours in creating the correct look for your brand.
An example I repeatedly use to demonstrate this is by asking what company do you associate with the colour brown, orange or red?
Why is UPS such a unique brand because no one else wears brown uniforms & communicate a message that they are safe, trusting & reliable and clearly differentiate themselves from everyone else.
Orange says cheap, affordable and budget.
Red is assertive, energetic, exciting and sexy.
Each colour can communicate a variety of social & cultural messages and generates various emotive responses and reactions by the consumer in understanding your brand & product.
When choosing colours you have to ask:
What do you associate, feel, rationalise, and relate to with this colour or colour combination?
What do you think your customer will associate, feel, rationalise, and relate to with this colour?
Who is your target market? European, American etc.
What is the cultural, religious & traditional associations of these colour in i.e.China, India ?
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