Color Yourself Successful
Because color's impact is so profound, it's role in design and branding is critical.
by Ken Peters, August 2008
Color communicates. When language fails color can offer valuable
associations with people, places and things. Shamrock green. Fire
engine red. School bus yellow. Midnight black. Sky blue. The mere act
of reading those colors evokes distinct feelings. Color induces subtle
emotions, and elicits powerful responses. Because color's impact is so
profound, it's role in branding your business is critical. When applied
effectively, color can achieve extraordinary results.
Over time,
thoughtful and consistent use of color becomes emblematic of a brand
and can be as powerful an identifier as the corporate name and
logo. Automotive icon Enzo Ferrari once said of his namesake sports
cars, "It's not a Ferrari if it's not red". And, of course, Ferraris
are no ordinary red, they're Rosso Corsa (race red) – the official
Fédération Internationale de l'Automobile designated racing color of
Italy. With one vivid stroke a single color identifies the company and
products, symbolizes their raison d'etre, and creates an emotional
connection with an entire nation by embodying it's proud racing
heritage. The brandinig effects are profound.
Ferrari is one example of many leading global brands that have
utilized the associative and emotional impact of color to create an
advantage. Consider the iconic green and yellow of John Deere tractors
and farm equipment, a combination so quilted into the history of the
heartland that it's almost as American as red, white and blue.
Sometimes, lack of color can become equally iconic. Having once
employed a veritable kaleidoscope of colors, Apple now achieves
striking results by swathing their distinct minimalist aesthetic in
sparse black, white and gray tones.
So, if color is
communicating on behalf of your brand, what is it saying? The truth is,
different things to different people. Though we all see the same
colors, we interpret and remember them through the lens of our varying
experiences. What some view as a lovely yellow ocher others may view
as, well, vomit. And, despite Enzo's assertion, plenty of people don't
like red for a car - even a Ferrari. Ultimately, color is subjective.
So, what do you do when considering colors that will represent your
brand? Start by keeping these tips in mind:
Select a color you can own
Unique color associations increase brand recognition and build brand
equity. A distinctive powder blue box and white ribbon suggest that
it's no ordinary bauble inside, but a bauble from Tiffany & Co.
Color helps define the brand experience before the box is even opened
and the gift revealed. Such affects can be significant. So, whether you
choose Hollyhock Mist, Silver Peony, Purple Potion, or traditional
Navy, consider colors that can uniquely define your brand within the
marketplace.
Understand cultural significance
Color connotations vary greatly among cultures. Be aware of variations and both positive and negative associations. For instance, in the United States white symbolizes purity, as in a wedding gown. However, in many Eastern cultures, white connotes death and mourning – a potentially valuable bit of information if you are expanding into Asian markets, or targeting an Asian demographic.
Consistency is king
Whether print, pixel or paint, on paper, screen or fabric, your palette should be consistent. Your logo should appear the same color on your business card as it does on your signage or the embroidery on a uniform. Corporate colors are sacred. Coca Cola red is never Coca Cola reddish-orange.
Consider the impact of technology and production processes
Electronic file formats affect color in different ways. A CMYK .eps file set up for printing does not treat color the same way as an RGB .jpg file intended for onscreen graphics. Variations will also occur between process printing and spot color printing. Coated versus uncoated papers, and even gloss versus dull finishes can completely change the complexion of color. Differences can be significant - and detrimental - if care is not taken.
Consider the costs
Mixing a truly unique color from scratch can surely produce one-of-a-kind results. However, the cost of reproducing the color for all applications can become expensive, and custom mixes are often difficult to manage, and more likely to result in errors. Distinctive colors, and color themes, can be had by utilizing commonly available resources. The Pantone Matching System (or PMS) is the industry standard for printing, and provides a broad spectrum of colors. Resources like Pantone offer economical options that are easy to reproduce consistently.
Once you own it, really own it
Protecting a distinctive color is as important as protecting your logo, slogan, or other visual elements of your brand identity. Trademarking your color(s) will shield you from copycats seeking to infringe upon your brand equity. A Color Trademark protects colors used to perform the trademark function of uniquely identifying the commercial origin of products or services. The UPS brown, for instance, dubbed Pullman Brown, was trademarked by the company to prevent competitors from applying it to their branding.
Go with a pro
When developing a corporate color palette, and implementing those colors across your brand, work with a professional graphic designer. A competent designer will be proficient in color theory, and be able to assist you with the complexities and nuance of visual communication - as well as navigate you through production obstacles to ensure accuracy and consistency.
©Nocturnal Graphic Design Studio, LLC
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