To me, colours aren’t just shades on a spectrum but a means of expression. Ever wondered why the colour red is associated with fury, vigour and enthusiasm?
Why do colour, that is merely just a reflection, evoke feelings in us? A means of non-verbal expression, colours can be used to represent a brands personality and the kind of vibe it wants to give off.
BUILDING A BRANDS IDENTITY ON A COLOUR
Difference between having a favourite colour and choosing a colour to represent a brand is how easy one is to change from the other.
Your choice of colour can change according to your mood, but a brands chosen colours are ones that need to be repetitive in their occurrence so as to evoke brand loyalty.
HOW I THINK OF LOGOS IN TERMS OF COLOURS
Imagine a brokerage firm, that has a very bull-by-its-horns approach in their dealing – they exude confidence. The colour that would pop in most of our heads in Red.
Red is usually associated with energy, high-drive and ambition.
Similarly, light blue or purple have always been associated with magic, serenity and happiness – making it a favourite for kids clothing companies or brands that market themselves are newborn-friendly.
Each colour has traits associated with it, after years of research and exposure to these colour we have become tuned to perceiving certain colour a certain way. The most prominent example being the colour gold and how it t associated with wealth, riches and affluence.
As a graphic designer, I always use colours in accordance to what the brand says about itself and how it wants to present itself.