One of the most important things you’ll need to do when you’re in the process of developing a brand is deciding on your corporate colours. In the long run, these colours will become synonymous with your business, so it only makes sense to take your time to consider your options and get some expert input before you settle on the hues that will underpin your marketing initiatives for the foreseeable future. Here are a few tips from the Asset Print team to get you started:
HOW TO CHOOSE BRAND COLOURS LIKE A PRO
Know Your Brand from the Inside Out
The first thing you need to do before you sit down to choose brand colours is to know your brand from the inside out. Brand colours aren’t just something you ‘slap on’ a business – it should communicate the character of the business and serve as a visual representation of the feeling you want to convey to your target demographic. For instance, a sports brand with a strong focus on adventure activities may opt for colours that denote action and urgency, like red and orange, while a psychology practice may choose softer hues like light blue and soft green to express a gentle calmness.
Understand Your Target Demographic
Next up, you need to understand your target demographic and the colours they are most likely to respond to. This is where colour psychology comes in. Certain colour associations are universal (e.g. pink = soft + nurturing; black = strong + classic), but there are also certain associations that are particular to a country or area. For instance, in Eastern countries, the colour green is not a good choice for a food product, since green is associated with poison and other inedible substances. This is why it’s a good idea to consult with a design professional before you cast your corporate colours in stone.
Consider Various Applications of Your Brand Colours
Once you’ve selected your preferred corporate colours, it’s important to work with a design and/or printing professional to draw up a brand bible – i.e. the document that tells future designers how to use and apply the colours you’ve selected. This means you will have to settle on a few specific Pantone colours codes so there can be no confusion with regard to the particular colour variations that apply to your brand.
There you have it – a few top tips to help you choose effective brand colours that will serve to position your goods and/or services ideally within the market. Keep an eye on the blog in the coming weeks and months for more interesting info on marketing trends, advertising best practice and more. In the meantime, we invite you to get in touch with an Asset Print representative to learn more about our processes and services.