Top 5 Colour Branding Strategies
“A colour strategy is like a recipe for harmony – a set of colour relationships that are proven to work well and can be used as a formula for building our colour composition.”-Mitchell Albala
It would not be wrong to assert that brands dominate through colour strategies implemented in their marketing collaterals. It is well understood that visual communication is an important gateway to reach out the marketing prospects. Although appearances could not be absolute, but even reality is dependent on it. The way your brand identity is unveiled determines your brand’s longevity and presence in the market. So, colour branding strategies have been unfolded as an indispensible part of the marketing business.
The psychology of colour is importantly known to influence the behavior pattern of individuals. Some longer wavelength like red and orange are persuasive, while others in light shades or muted blends may be, ironically, soothing. Whatever it is, choice of plausible colours to design the marketing endorsements like brochure, business cards, logo, posters and web backdrops only can create a strong visual message for your brand. Any creative agency must leverage on the psychology of colours in designing any brand identity, to reach the most desirable outcome. The best colour branding strategies to ensure strong communication of your brand ‘persona’ and uniqueness includes:
Envisaging audiences’ attitudes and preferences
Market researchers have deciphered that different colours are likely to have distinct impact on people of different cultures. So, you can’t afford to do away with colour preferences of your prospect. For instance, Yellow colour represents sacredness for Chinese, but in France it signifies jealousy.
R&D-testing your colour branding strategy
You must go in for research and find out the most happening colours used in branding of your competitors. Moreover, you must expound your target market first and experiment your advertisement and colours on a small market segment, prior to jumping off for a large scale campaign. It’s like playing safe, which would definitely save your valuable loss of inputs, in case things don’t turn your way.
Correlating Colour& Emotion
Colour branding strategy is a potential weapon for raising varied degrees of emotions. You must plan out your brand’s outlook and the emotion you want to create through it and choose colour accordingly. You must refer marketing guide for correlating emotions to appropriate colours. This way you could find out the choice of primary colours for your brand, but still you have a long way to go.
Practicing Colour Theory
Though several online colour palette tools and guides can be used for finding the best colour deals, but it’s equally important to manage colour contrasts, brightness and comparative colour of fonts with respect to other graphics. The reader must not get diverted from the content due to colour confusion rather there should be clear cut split between headings, sub-headings and graphics.
Decode your brand Colour
Select a unique colour mode for your brand as you must outshine your competitors to achieve good results. Decoding your brand colour must be a salient point of your colour branding strategy. Your unique brand colour can help you leave a lasting impression in the minds of your prospects.
Appropriate colour code could be an incredible tool in enhancing your brand’s marketing. It is important to learn that no colour could be remarked as right or wrong colour, but there are colours that may be the most appropriate to impart your brand message in right way.
June 30, 2015
June 29, 2015