Why is it so important to a brand anyway?
By instincts, we make colour choices in our everyday lives and most of the time we do this without actually thinking about it. Most of us can relate colour to gender, sexuality or mood but it actually goes a lot deeper than that. Did you know that there is an actual scientific theory to colour?
Colour theory
Colour theory it’s self is the study of how different colours relate to each other and how they work together—creating balance and harmony. It sets out rules and guidance on how colours should be used in relation to each other.
The colour wheel
Initially invented by sir Isaac Newton, it showed that by splitting white light into a variety of different colour spectrums and then re-joining them could explain the naturel progression of colour variations.
Today, we use the colour wheel designed by Johannes Itten, a Swiss colour and art theorist who was teaching at “Bauhaus” the School of Applied Arts in Weimar, Germany, for colour referencing. Itten's colour wheel is based on the theory that red, yellow, and blue colours are the primary triad. The wheel includes twelve hues that are arranged in a circular formation—each colour set either beside or opposite each other has a direct relationship in colour theory. Find out more about colour theory at shutterstock.com
So! how is colour choose for different brands
For the client, choosing a colour scheme can be exceptionally tricky because there are many factors to think about outwith the colour wheel and psychology.
When choosing brand colours, clients also have to factor in their target markets the industry and context of the business along with its demographic and knowing your target market well, you can select colours that relate to age, gender, cultural background and society. Also by understanding the industry and its context can help to simplify colour selection—ensuring the correct message is being sent.
Another element to consider when making colour selections for your brand is the Psychology of colour. If we understand what messages a colour can relay, we can make an informed decision on which one to choose. Colour can create a mood for such as, empathy, hate, fear and trust.
By following the list above it is easy to see why it would be inappropriate to use the colour yellow for a funeral business or the colour green for a coal burning power company. Colour can send a clear message of the ethics and services a brand is providing.
In conclusion
Colour is important to you brand because it is a powerful communication tool and can be used to direct action, influence mood, and even induce physiological reactions. It tells our customers who we are and what we do.
Why not head over to my portfolio @walbydesign and take a look at how i use the theory or colour to throughout my designs.
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