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Everybody has, at some point, opened the homepage of a company’s website and been bombarded with Comic Sans font, tedious music on loop and a melange of aesthetically displeasing colour combinations. Factors such as font and colour have a big impact on the way people perceive a brand, and in the case of website design, terrible font and colour choices can compromise a brand’s longevity. Successful brand designers and graphics suppliers will agree: colour is important.


The ins and outs of branding aren’t black-and-white

Over time, we have been conditioned to associate certain feelings or meanings with particular colours and whether you realise it or not, the hue of a logo or product can influence how you receive it. There are a number of significant factors to consider when selecting a colour palette to represent a brand:

  • The symbolism of colour varies across time, places and cultures. In this way, it is essential to understand your target audience because the associations attached to the colour red in Western cultures may not jog the same associations in the psyche of Eastern cultures.
  • To know your audience you need to understand the industry in which your business falls. Colour choices have a lot to do with the public perception of the industry. For example, car industries that bolster professionalism and polished, powerful cars like Audi or Mercedes tend to opt for a colour palette of whites and greys to convey feelings of power and luxury.
  • In addition to choosing the right colour, tone also plays a role. The shade used determines the character of a brand. Bright colours like yellow or orange are more likely to be used in brands aimed at children, whereas a more subdued, earthy shade of yellow would be more suitable in branding for a business or product aimed at adults. Bear in mind that colour tends to look different on screen and generally, digital printing equipment tends to produce colour more vibrantly so be careful when selecting a specific shade.
  • First impressions count and colour holds between 62% and 90% influence in the initial 90-second window people use to make a subconscious judgement about a product, person or thing.
  • With good colour choices, brand recognition is boosted by up to 80% and it also helps with the establishment of a brand identity.