Importance of color in brand identity
As consumers, we put color together with product recognition more than we realize. For instance, no one needs to read the type on a See's Candy box to know where it was purchased. From the time our mothers first took us into this chocolate heaven, our minds registered the See's gold foil logo and white box.
Color is used to evoke emotion, express personality and stimulate brand association. At the same time, it also unifies an identity while others may be used functionally to clarify brand architecture. Remember the introduction of the yellow brand as the generic, less expensive choice from the name brand?
Designers use color to formulate special and unique brand identity strategies. Normally, a primary brand color is assigned to the brand symbol (logo) such as blue, while a second color (often black) is given to the logotype, tagline or business descriptor.
So how does color affect the small business? Doesn't this concern big business more?
Absolutely not. Every business establishing or updating a logo or color system will be affected by color.
Begin by challenging yourself or your designer to fully come to terms with the following:
- What is the difference between a one-, two- and four-color printing press and how will each affect my design decision?
- Will my logo or color choices be compatible with silk screening?
- Will it perform effectively with outdoor signs or vehicle graphics?
- Is it compatible with various levels of digital electronics and/or video mediums or require specialized treatments?
- Will it perform as desired with landscape signage, directional instruction aids, or promotional ad incentives?
- Is it compatible with packaging, exhibits, Web site, stationery and a number of other brand identity vehicles?
Your answers to the above questions will have considerable effect on the success of your brand identity program. Item 1, in and of itself, has caused many business owners to blow some serious cash.
For instance, four-color presses require specialized operator skills, adding cost to the project. Three-color logos are more expensive than four. Logos with gradated screens make lousy fax transmittals, and the list goes on.
The issues affecting your brand identity are not to be taken lightly. Do so and you face considerable financial risk and lost opportunity. Take time to learn as much as you can about this subject before spending your hard-earned cash on a bad system.
To ensure you are on the right path, make sure you have decided on a color system that is flexible enough to allow for a range of dynamic applications.
Ensure it differentiates you from your competitor and works well with potential future business extension lines. And finally, know that it will reproduce properly in print or electronic transmissions.
| Importance of color in brand identity
Color is used to evoke emotion, express personality and stimulate brand association. At the same time, it also unifies an identity while others may be used functionally to clarify brand architecture. Remember the introduction of the yellow brand as the generic, less expensive choice from the name brand?
Designers use color to formulate special and unique brand identity strategies. Normally, a primary brand color is assigned to the brand symbol (logo) such as blue, while a second color (often black) is given to the logotype, tagline or business descriptor.
So how does color affect the small business? Doesn't this concern big business more?
Absolutely not. Every business establishing or updating a logo or color system will be affected by color.
Begin by challenging yourself or your designer to fully come to terms with the following:
- What is the difference between a one-, two- and four-color printing press and how will each affect my design decision?
- Will my logo or color choices be compatible with silk screening?
- Will it perform effectively with outdoor signs or vehicle graphics?
- Is it compatible with various levels of digital electronics and/or video mediums or require specialized treatments?
- Will it perform as desired with landscape signage, directional instruction aids, or promotional ad incentives?
- Is it compatible with packaging, exhibits, Web site, stationery and a number of other brand identity vehicles?
Your answers to the above questions will have considerable effect on the success of your brand identity program. Item 1, in and of itself, has caused many business owners to blow some serious cash.
For instance, four-color presses require specialized operator skills, adding cost to the project. Three-color logos are more expensive than four. Logos with gradated screens make lousy fax transmittals, and the list goes on.
The issues affecting your brand identity are not to be taken lightly. Do so and you face considerable financial risk and lost opportunity. Take time to learn as much as you can about this subject before spending your hard-earned cash on a bad system.
To ensure you are on the right path, make sure you have decided on a color system that is flexible enough to allow for a range of dynamic applications.
Ensure it differentiates you from your competitor and works well with potential future business extension lines. And finally, know that it will reproduce properly in print or electronic transmissions.
0 Comments about Importance of color in brand identity:
Post a Comment
<< Desirability of Opening a Business