Using Colour to Reinforce Brand Identity
A brand’s colour choice is one of the first things that a customer sees when they look at a brand’s logo or design. It reinforces the identity of the business and the quality of the goods or services for sale.
Colour is such an integral part of some companies that they have trademarked their colour; this includes businesses as diverse as Barbie and Cadbury’s. So what is it about colour that makes it such an integral part of company branding? Recent research by Colorcom found that customers made a judgement about a business or product within 90 seconds and that up to 90% of that perception was based on colour.
Brand recognition is reinforced by the use of colour in the logo design, packaging and of course marketing. It has been estimated that it can by up to 80% more effective if colour is employed correctly to create a memorable image. A carefully selected colour palette can make or break a business, and different cultural expectations and beliefs around colour should also be taken into account. Certain colours appear to be mutually disliked by women and men such as beige, brown and orange, whereas men responded unfavourably to purple in one study, so when coming up with a colour for your branding it is important to assess who your target audience is and where they are from.
Colour Conveys a Message About Your Brand
Colour can favourably influence how your customer sees your brand:
Red is a colour associated with food, as it increases your heart rate which can then lead to hunger, this is why McDonald’s and other food outlets use red in their branding.
Yellow is seen as a happy, positive colour, whereas green can be viewed as eco-friendly or energising depending on the shade.
Many gyms and pharmacies use green in their branding as it conveys health and vitality. It is also used to convey environmental awareness, which is a major concern at the moment in which businesses are very much aware of.
Blue is a colour commonly seen in the tech sector as it signifies confidence and intelligence.
Lighter blues are used in the healthcare sector as they appear clean and sterile. It is rarely seen in the food industry though as blue is thought to be an appetite suppressant, not good if you are trying to sell burgers.
Using Faux Flowers to Consolidate Your Brand Identity
Flowers are a great way to reinforce your companies branding at a low cost. If your shop, hotel or office has a coloured logo or paint scheme, then buying or renting faux flowers is a cost-effective, yet creative way to subliminally advertise your brand without going OTT. Instead if having posters or your logo everywhere, use floral décor in the company colour scheme to strengthen your brand, and look chic at the same time. Branding with fake flowers is an easy way to tie together your brand and surroundings to create brand awareness in a subtle way. If you want to use colour to reinforce your brand identity, contact BloomsArt to see how they can create floral décor in a colour that ties in with your brand