(Source: University of Loyla, Maryland study 1)
To make that recognition possible, your branding colours will need to be:
- easily identifiable
- instantly recognisable
- aligned with your brand personality and values
Think about the last time you saw any advertising or packaging from well-known brands. It’s likely you recognised who it was from their brand colours, before you even took in the shapes or logos. This is because we take in colour on a subconscious level before we take in images or words.
At that moment of brand colour recognition, you experienced psychological and emotional effects, the feelings and the sensations that brand has on you – sometimes subtly and sometimes very clearly.
“Use the wrong colour tones or combinations for your brand and you will, unknowingly be repelling your ideal customers.”
However, use the wrong colour tones or combinations for your brand and you will, unknowingly be repelling your ideal customers.
Get your brand the recognition it deserves by:
- Understanding how the subliminal power of colour will enable your brand to create the right first impression.
- Use colours from one tonal colour family (colour patterning). When colours harmonise the overall effect is positive, but when they jar with each other, the impact is lost
- Check your marketing materials and make sure you don’t suffer from colour creep. Stay true to your brand.
- Different materials render colour differently so you may require professional help to complete the final colour matching.
Communicating through colour
Surprisingly, most business owners use colour as decoration or as an afterthought. Instead think of colour as a subliminal language, another way to communicate and to attract your ideal clients. Used to its full effect, your brand colours will give you the competitive edge, elicit the right emotional response you want from your prospects, and significantly increase your sales.
Source: CCICOLOR- Institute for Color Research
About the Author
Guest Post for Smartbags by Karen Haller Colour and Design
If you would like to know more, you can download Karen’s free e-book, 7 Mistakes Most Business Owners Make With Their Branding Colours