Show your true colours

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Colour plays a huge role in memory recall, stimulates all the senses and instantly conveys a message like no other communication method. Your colour choice is a key element in establishing your brand’s identity. But how do you make sure you make the right choice?

When you understand the language of colour you can convey instant subliminal messages about your business to your audience.

EasyJet? Orange. Vodafone? Red. Skype? Blue. These companies, and many others like them, understand that the considered – and consistent – use of colour is vital to creating a positive brand image.

Colour is key. It alters mood and triggers certain emotions, and these can vary when different colours are put together. When you understand the language of colour you can convey instant subliminal messages about your business to your audience.

Organisations spend a lot of time and money in establishing their brand colours, but when a single colour can instantly evoke a brand in the mind of a consumer, it’s easy to see why it’s time and money well spent.

Colour theory isn’t a ‘dark art’. Josef Albers, a colour theorist, wrote a book called ‘Interaction of Color’ in the 1960s and it’s still a masterclass in understanding how colours work together.

Experienced in the ways of colour

When your brand identity can make or break your business success, you do need experienced support in developing your brand colours – otherwise known as your colour palette.

Blackwood begins by producing your ‘core’, or primary, colour palette. This is the fundamental visual code for your organisation. Then we usually produce a complementary – or secondary – palette too. This supports the core palette and provides a wider range of colours. This is particularly useful if yours is a large organisation with multiple sub-brands, services or regions. Make the right selection and the palettes work together to help you to create a visual family of materials, each component with its own personality and flavour but clearly with a relation to the next.

You can get creative with how you use colour. We helped one client by creating a distinct set of colours for use simply on their data charts, and we developed this by creating special sets of tints and shades to add versatility.

It’s vital to develop brand guidelines that include clear instructions around brand palettes and use of colour.

Ensuring consistency across your communications

Consistency is everything when you’re dealing with colours and colour palettes. The same colours must be used across multiple communication channels, online, in print and in social media so that they build up and support your brand identity with repeated use.
Maintaining consistency, and a sense of order to the visual experience, becomes harder to maintain when you use multiple creative and design agencies. So it’s vital to develop brand guidelines that include clear instructions around brand palettes and use of colour.

Brand guidelines are a vital working document and reference tool for stakeholders, helping you to develop a powerful brand. Blackwood can help you to develop new brand colours or evolve an existing colour palette. We’re also experienced in creating brand guidelines documents. To find out more, get in touch today.

Download our 5 step guide to understanding colour

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