Are you asking the right questions?
When it comes to branding and a company’s corporate identity, colour is key – get the colours right and printed collateral will really stand out, get noticed and have the power to increase enquiries.
Get it wrong and branding can fall short, and worse, age very quickly.
When working on a branding project it’s important to think about the bigger picture and below are just a few tips and questions that can help ensure your next branding project is a real winner.
- What message does the brand convey?
A company wishing to portray a fun and vibrant image can afford to go bright and colourful with their identity. This often works well for companies in retail, marketing and media – just look at Toys R Us, NBC and Google, all of which utilise a number of colours in their logo.However, for those that are operating in a more serious arena, or wishing to convey a more simplified identity, choosing more neutral colours can indicate a sense of authority. Think WWF, the BBC and 3M.This article by the Telegraph analyses the top 30 men’s fashion websites – all 30 companies have monochrome logos!
- Who is the target audience?
Don’t fall for gender stereotyping – it’s not always the case that women prefer pink and men prefer blue. In fact, studies show that women like blue too! Think about the age and social grouping of the target audience: Where do they shop? What brands are they loyal to? This can be very revealing and assist when creating a new corporate identity that you want to appeal to them.
- How can colour help you tell the story?
If you are aiming to convey a strong message within your corporate identity, looking at other successful companies within your sector can be a good place to start. For example, if you want to promote your dedication to your products being environmentally friendly, you may consider greens, blues and purple. Ecotools and the Body Shop are good examples of this.
- If the branding is for global consumption, have you thought about different cultural traditions and meanings?
Choosing a colour palette for a global market needs to be done with a great deal of consideration. The wrong colour and the brand could be damaged. Get it right on the other hand and you’re heading for success. Red, for example, in the UK is often used in warning or danger signs. However, in China, red is seen as being a very lucky colour. In certain cultures it may be wise to steer clear of the colour green as, although it can symbolise trust, it has significant religious meanings too.
In all areas of marketing and design, research is paramount. Asking the right questions and finding the answers will help you make the critical choice of the right colour scheme for your branding project.
If you would like any help and advice along the way, contact us here and we will be happy to help.