The Importance of Color in a Brand

There are many elements that go into developing a corporate identity. This article will focus strictly on color usage within a brand. We don’t live in a black and white world. Color is utilized in all types of communications. Even major newspapers switched to color after USA Today first introduced color in that medium and was wildly successful. Color surrounds us and is a vital consideration for any brand.

Color adds value to the brand in many ways. It aids in brand recognition and differentiates the brand from the competition. It can be used to evoke emotions in the consumer and stimulate purchase behavior. Color can even become a rallying point for an organization creating unity in the brand experience. Have you noticed the latest UPS campaign, “What can Brown do for you?”

Color in a brand can be modified over time as the times change and an organization evolves. A prime example is Apple Computer’s multi-colored logo being switched to a solid color. This helped modernize the brand and signified a new age for Apple as it made a comeback in the marketplace. Color is so powerful that even companies include color in their company names. Blue Cross and Blue Shield, the Red Cross and Jet Blue are prime examples.

When selecting a color for your brand, keep in mind that it supports the brand attributes. Colors convey meaning—blue is normally seen as conservative, secure and calm. Normally a logo will contain more than one color. Be sure that the colors work together aesthetically and enhance the logo, not detract from it. Once you have your color(s) selected, be disciplined in color application. You want to literally own your color as much as you can. Designate colors used in standard commercial printing, for example Pantone 487. Make sure your identity guidelines include color designations for various mediums, spot color, 4-color process, interactive, etc. Enforce the usage of your color(s) throughout the organization. All communications should have the colors consistent as much as possible. Remember, you want to own your color(s). If done properly, the marketplace will recognize your brand just by seeing the color.

Evaluate your brand’s use of color. If it’s time for a change, go through the proper steps to evaluate the brand and what colors would support it best. If you are not sure how to do this, then seek expertise from professionals with corporate identity experience. Color makes the world exciting and interesting. Make your contribution by coloring your brand.

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