How to use colour to define your brand

Purple historically represents royalty because in Medieval times, purple ink was incredibly rare, valuable and expensive so only royalty had access. White traditionally represents purity, simplicity and cleanliness – think bridal, tech and cleaning products. Many fast food restaurants use a palette of red and yellow because the combination evokes hunger. Separately used, however, red is a sign of warning or danger, while yellow represents energy and youth. So many children’s brands use the hue.

When it comes to your brand, colour plays a vital role.

Here are a few questions about colour to ask yourself:

·      What colours will make my logo stand out?

·      Are the colours in my logo cohesive with the shapes and words used?

·      Does my overall brand look and feel accurately represent my company’s values and culture?

·      Do the colours in my brand position me in the market in a way that will expand my reach?

·      How do the colours of my brand appeal to my target audience?

·      How will my brand’s colour palette look when applied to various mediums: print & web

Look at the colours of your brand with a critical eye. You should ‘like’ the branding and find it aesthetically pleasing, but take it a step further. What do these colours represent? Do they send the message you are intending to communicate?

Creating brand identity through colour

When it comes to designing a logo, a brand’s identity should sum up that business in shape, colour and feel. You want the colours of your brand to accurately represent what you do, while standing out among your competitors.

Look at colours individually as well as together: stand-alone colours should make sense by themselves as well as when they are included in the overall palette. When you develop a brand, it goes beyond the logo – it extends to the entire feeling somebody gets when they experience your brand, whether that be receiving a business card, visiting your website, or buying your product.