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The Importance of Colour to Push your Brand Identity

When creating a brand it is fundamental that we consider the impact of colour. Understanding the influence and importance colour has on your branding and the overall look of your website is crucial in producing a strong and persistence identity. Colour is everywhere around us but initially conveys no meaning, whilst in the commercial realm, colour influences our attitude and expectations toward brands.

 

Our visual and cognitive systems have adapted to perceive and process colour information, which is contained in every visual stimulus we encounter. Colour information such as hue, brightness,and saturation has the potential to affect our perceptions, physiological reactions, emotional reactions or behavioural intentions. In web design this colour perception is critical in order to create a palette that evokes the right audience reaction.

 

Colour Association

 

Colours on the warm end of the spectrum such as red, yellow etc. are said to be bold, uplifting and energetic, however the cooler side of the spectrum with its blues and greens are associated with stillness and subtlety. Colour enables us to make these associations, therefore altering our perception of a brand. When selecting a colour palette for your brand you are taking on these associations, and so the choice is vital to what your brand is trying to communicate. The colours you choose affect how customers feel when they look at it, but also on a practical level, it can determine how your brand stands out in the market.

 

Spotify use colours hues that are bright and uplifting and perfectly compliment the green within their core branding. Their use of gradients gives the website depth to what can be regarded as a very clean and minimal interface-design.

 

Getting it right

 

To get your simple message across to your market it is important to select a colour palette that fits within your brand strategy. You must look at your competitors so that you can differentiate your brand from theirs, as colour is a predominate element of identification and association with a particular brand. It is important to consider the tone and colour combination to successfully engage with your customers.

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If I was to present to you two different tones of blue used by the most popular social media brands you should be able to easily distinguish which is which.

 

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This is especially useful when the Facebook and Twitter brand icons are used next to each other for social sharing as users would most likely click on the desired sharing platform without so much of a thought, purely because they recognise the difference between the shades of blue used in their branding.

 

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Swapping the colours over just simply doesn’t work and would be perceived as incorrect to viewers, proving why colour is so important.

 

Target Audience

 

The people you are appealing to and what they care about has a massive impact on the colour choice used in your logo and the colour choices used on your website. A website focusing on selling children’s clothing for example should look starkly different to that of a website aimed towards men’s leather bags.

 

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Bright, colourful and bold. Perfect for a children’s clothing brand and website.

 

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Masculine, earthy and natural colours for a brand focusing on a male audience.

 

How do you encourage your audience to engage with your brand? By choosing a colour/colours that specifically anchors the meaning of your core values to your audience enables your brand to be distinguishable within the market and to stand out against the competition.

There are some excellent free online tools such as coolors.co and colormind.io that allow you to generate many different colour schemes from scratch or it can take your input and intelligently fill in the blanks.

That said, websites that offer a variety of different types of product should use a neutral colour in their logo, with grey tones on their website and independent category headers so that their overall colour scheme is less restricted to a particular audience.

 

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Neutral brand and website colours with category headers suited towards different types of products

 

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Using neutral colours ensures that Argos can advertise many different product categories without the website appearing too messy and confusing for visitors

 

Building Trust

 

Brand consistency is a key factor in building trust and customer loyalty. To communicate reliability, the colour and tone of the brand should not change to frequently, nor should it be inconsistent as this could damage your customer’s perception. By building a consistent brand image, audiences gain better familiarity and strength the relationship with their customers. A logo or brand should never be impacted by the latest trends but a consideration should be made into how the logo and colour use can be implemented over time and also what this looks like in the physical and digital space.

 

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These examples show the evolution of logos and branding with a general consistency in style and colour over time.

 

Conclusion

Colours define a brands core values, enable greater awareness and support whilst strengthening its position. Colours help to give a brand its own personality, which helps to distinguish it amongst alternatives and competitors. Making colour key to your brand means that designers are able to evolve the brand through various trends without losing the connections that have been built up with the audience. This allows freedom and flexibility in the design without loss of core values and consistency. Therefore a brand colour palette should not be underestimated as it could end up representing your company or product for many long years to come.

 

Andrew K

A multidisciplinary designer specialising in E-commerce and UX who loves every stage of the online design process.

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