Choosing The Right Colours For Branding Materials

Choosing the right colours for branding materials is important if you want to convey the appropriate business image and mood. Visual appearance is one of the most powerful marketing tools used in all materials which promote the business. A professional and powerful logo design coupled with careful colour choices can serve a company for many, many years.

In the Mood

Every company has an image they want to project. For example, an outdoor sports equipment retailer will want to convey an image of strength and rugged durability. On the other hand, a company which sells women’s makeup and hygiene products will want an image that is uniquely feminine. The colour chosen for the marketing materials will go a long way towards creating and maintaining the right image.

Sometimes the colour choice is represented as a mood enhancer. In other words, when customers look at the marketing material, you want them to feel happy or confident or energetic. Colour plays a critical role when it comes to setting a mood. For example, branding materials for a fitness business should include vibrant exciting colours. Branding materials for a computer company should use colours which indicate confidence and reliability.

Making a Connection

Colours have certain connotations which you must keep in mind. For example, red colours on branding materials for a hospital would not be advisable to use since red is the colour of blood. Green would make a great colour for a florist or a company selling grass seed to farmers.

Colour can also be used to make branding materials stand out in a crowd of competitors. It’s easy to pick business cards out of a stack of cards when colours have been used in their design and graphics. Colours also add consistency to branding materials ranging from the logos printed on customer products to the letterhead and envelope used to do business.

Just as importantly, the colour palette you choose for your branding materials should include contrasting colours. This will insure that your graphics are well designed and distinguished. Other important considerations when choosing the right branding material colours include the following.

* Limit the number of colours used
* Choose a predominant colour (or two at the most) which can increase brand identity]
* Choose audience appropriate colours
* Use crisp colours that have lasting appeal
* Pick colours which can be easily replicated without losing hue or depth

Strategic Colours

In essence, choosing the right colours for branding materials is a long-term strategic decision. Like the logo design itself, the colours you choose to represent the business must be viewed in terms of their long term viability. You don’t want to choose trendy colours that may not be popular two years from now. On the other hand, you do want to choose enduring colours that appeal to the customers you hope to serve.

Making the colour selection for branding materials is an important job. The colours chosen will send a message to anyone viewing the materials. You want your message to be clear and precise and colour plays an important role in achieving this goal.

By: Sean Michael Downs

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