The Importance of Colour in Brand Identity

Colours are such a major part of our lives. We base our personalities on them, we pick just one to be our favourite, and many people decorate their whole house in just one colour! Colour can make customers associate your brand with anything from tough and durable to soft and delicious; suffice it to say that you want to pay attention to the importance of colour for your brand identity. Here we’re going to go over everything you need to know so you can get a handle on your brand, so keep reading!

What is a Brand Identity?

Brand identity isn’t something that you can really control completely but you can help shape it. When you think of Coca Cola you probably think “soda”, “refreshing”, etc. This is party of their brand identity. You’ll also think of the iconic red and white colours along with perhaps the Santa holiday branding they’ve created as well. Red and white would be Coca Cola’s colour branding. Red is a very common colour for food and consumable brands; Coca Cola, McDonald’s, Tim Horton’s, all of these use red to imprint on customers. You need to use your colours just as wisely!

What Kind of Business are You?

Before you try to figure out what colour represents your business best, you have to think about what kind of business you are. Look at businesses like your own and see what they use. What colours are memorable about them and will they work for you? If you’re a construction company, you’ll want to use construction colours like steel, yellow and orange. If you’re a real estate agency you’ll want to use blue, white and grey. These are just examples but you’ll really want to think about what your brand colours should be.

Hire a Professional

While you can research colours and consumer psychology as much as you like, you’re going to need to hire a professional to get the best brand identity. A design team (like us!) will be able to help you select the right colours and even cycle through different colours to see how people react to different combinations. Your customers create your brand, you and your designer can only hope to give a positive impression out of the gate to get people to love you and associate you with a solution to their problems. If Google had picked a serious name and a serious colour scheme, do you think they would have been a successful as they are today? It’s something to think about.

Colours are part of our lives and you can’t avoid the importance when building your brand identity. Apple has a clean white look that makes people associate them with a clean simple lifestyle. How do you want your customers to perceive you? By working with a designer you’ll be able to craft your brand and get loyal customers who will come back to you again and again.

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