It’s a question often asked of graphic designers: which colour best suits a brand? There is no straight answer, of course, and much is down to personal choice and brand representation, but there are three areas of consideration that may help:
- Be different – your company needs to have a unique identity; too close in colour or design to others in the same market and you will be constantly confused. Check the competition and see what they are using, and then pick a colour combination unique to you. This could mean using colours that are not generally utilized in design, but it will leave customers in no doubt as to whom they are dealing with.
- Know your audience – different colours appeal to different groups of people; you need to make sure your colours are no off-putting to your target customer base. You also need to steer away from personal choice where possible, and remember that you logo and brand identity is for your customers, not you. The target audience is perhaps the most vital element to understand when looking at branding. Have a look at who you are selling to, and research the situation. It’s not a certainty that you’ll come to a definite conclusion, but it certainly helps.
- Define a personality – your choice of colours should enhance the overall identity and persona of the brand; it needs to make the band stand out in the right way. Colours represent certain ideals; for example, yellow can have a contrasting effect, with some seeing it as a danger colour, others as a bright and happy one. The same applies, perhaps more, to red. It is important to investigate why some colours invoke certain feelings, and try to use this to your advantage.
In addition to the personality of colours we also have the subject of fashion; some colours are ‘in’ while others are not, and some – particularly blues and grays – are far too common in the corporate world to have the unique elements your branding needs. Take your time, pick colours that work well together, and you should be able to come up with a timeless solution.