Make your Colour Palette Catch AttentionPosted on: May 5, 2022 10:00 am
When developing a recognisable brand identity, a recognisable colour palette is one of the most important elements in the brand suite of assets. Many identify brands based solely on their colour palettes, used to develop elements such as advertisements, logos and merchandise.
When creating a brand identity for your organisation, it is important to carefully consider your colour palette. In order to boost the familiarity between your colour palette and your brand, it is crucial to develop a theme through your artwork and other assets. Implementing this carefully considered consistency will contribute to developing your brand identity in the future.
Colour Palettes Creates Connection
We as human beings are no strangers to the power of colour and association. When we think of colours, we often associate it with an object, for example; the sun is yellow, the grass is green and the sky is blue.
These associations are no different when we think about brands. Organisations such as Coca-Cola are instantaneously linked to the colour red. McDonalds to the colour yellow. ASDA to the colour green. Although these connotations come naturally to the consumer now, this was not always the case. Building colour connections with brands is a detailed and calculated task, developed through consistency and is quite frankly, something to be admired.
Consider Colour Palettes Connotations
From the very early stages of our education, we are taught to associate colours with feelings and emotions. Hence, many of us have deeply engrained connotations that we often subconsciously enforce when we see a particular colour.
Traditionally, the colour red is associated with being alert, sometimes danger, love and excitement. This is an extremely popular colour utilised by modern brands, in a wide variety of different trades, including the food, streaming, car and toy industries. Prominent examples of brands who boast a red colour palette include Coca-Cola, Ferrari, Netflix and Red Bull.
It is undoubtedly understandable why organisations such as those mentioned above use the colour red to present their brand. The supremacy and prominence associated with red is evident through powerful brands, particularly industry giants such as Coca-Cola, Ferrari, Netflix and Red Bull.
On the other band, the colour blue maintains a considerably mellow reputation, being associated with feelings of trust, inspiration and calm. A very popular colour utilised by brands, often in a calculated and associatory way.
Business giants that are recognised through their blue branding include Facebook, Intel, Ford, Nivea, VISA and Oral-B. Can you recognise the pattern? The majority of organisations that use a blue colour palette are brands that require a considerable depth of trust and confidence. When we think blue, we consider security, sometimes seriousness and sensitivity. These emotions were inventively considered by many powerful brands that use a blue colour palette, recognising their customers and clients would require reassurance and stability.
It can be argued that green is the most prominent associative colour, representing all things sustainability, nature, outdoors and health. Again, these connotations are evident in brands that utilise a green colour palette. Green covers a variety of industries including healthy food, grocery stores, charity shops, skincare and farming machinery.
Many brands that use green colour palettes are food related. The association between green and health is extremely prominent and often consumers seek out green products when grocery shopping. Additionally, we are living in a modern society wherein sustainability is becoming a prominent lifestyle requirement. The colour green maintains a strong association with sustainability and the environment; hence many brands are striving to position themselves in this market through the use of an associative colour palette.
Colour Palettes with Gender Associations
In a traditional, old-fashioned society, there was a clear divide when it came to male and female brand representation, particularly when it came to children. Blue was for boys and pink was for girls. These connotations were evident in branding with industry giants such as Barbie donning pink and Hot Wheels showcasing a blue and red logo.
In recent years, we as a society have finally moved on from these outdated and stereotypical associations, promoting a clear development in colour expression within brands.
Building Consistency Through your Colour Palette
When a brand has established a colour palette, it is crucial to incorporate this into all business elements. Ways in which a brand can implement their colour palette into their business is through logos, retail design, marketing and advertising, merchandise, packaging design and employee uniforms.
Brand Design at Kaizen Brand Evolution
At Kaizen Brand Evolution, our team of creative experts conduct considerable research into your brand, market and competitors in order to create a brand identity that represents your organisation truthfully. When deciding on a colour palette, we collaboratively discuss ideas, concepts and associations.
After your branding project is complete, we will discuss and plan the roll out of your new identity. We will consider multi-channel, organisation wide activities and help prioritise these in line with your agreed business goals.
To start a conversation about brand design, please call 028 9507 2007 or email us via the contact page