I’m currently working with my Vice President of Creative, James Ballard, who also runs Ballard Creative, to create a new logo and brand for a startup company that is creating a web-based application to tie all kinds of information to a mapped location… i.e. Facebook meets Flickr meets GoogleMaps. It’s a really cool concept and I know this company will be off the charts once it’s launched. We’re now at the phase of applying the colors to the 3 logo options they’ve narrowed the field down to, so I want to share some thoughts on the importance of color in branding.
The proper use of color is vital to creating a positive image among consumers. Furthermore, color plays a huge role in memory recall. It stimulates the senses, instantly conveying a message like no other communication method.
Choosing the right dominant color for your brand is crucial. This color should appear on all your promotional materials, including your logo and product packaging. As much as possible, the color you choose should set you apart, work with your industry and image, and tie to your brand promise. It shoudl also take into account color psychology, which is fairly complex. Colors can mean different things depending on the culture, situation, and industry. However, in U.S. advertising, studies suggest some universal meanings:
- BLUE: trustworthy, dependable, fiscally responsible, secure
- RED: aggressive, energetic, provocative, attention-grabbing
- GREEN: health, freshness, serenity; deeper shades mean wealth or prestige
- YELLOW: optimism, positivism, light, warmth
- PURPLE: creative, mysterious, sophistication, spirituality, royalty
- PINK: woman/girliness, energy, youthfulness, excitement, romantic
- ORANGE: exuberance, fun, vitality, gregarious, childlike
- BROWN: simplicity, durability, stability; logical choice for some trucking and industrial companies
- BLACK: serious, bold, powerful, classic, drama, sophistication
- WHITE: simplicity, cleanliness, purity
Several web sites have color tools of all sorts. When selecting corporate brand colors, a spectrum of product line packages, or designing a “web safe” Internet presence, the following tools can be really helpful. However, be warned; these sites are so absorbing and fascinating that they tend to be time eaters. But, if you’ve found the right combination of compatible colors, it’ll be worth every minute.
Color Schemer Online– choose a color and receive a color scheme; lighten or darken the color scheme, and get the color hex codes.
HyperGurl Website Color Match– scroll down to the bottom half of the page to play with the color tool.
Color Scheme Maker Tool– create and view a mockup of your own color scheme.
Color Chart Based on Shades– see tints and shades of colors together to help you decide between them.
Color Scheme Generator– online color scheme generator based on the color wheel.
Online Color Chart Picker– play with the colors and get their hex codes.
About Wendi McGowan