5 Things To Consider When Picking A Color For Your Brand

Karani Nyamu on Picking Your Brand Colors  

Brand loyalty ,brand visibility and brand love have become part of  the intangible assets that a company owns. ‘Marketing consultant  Karani Nyamu clarifies that, whether you think about Google,  Apple Inc, Samsung or DHL, the colours of their brands make a  central part of the impression.

Choosing the proper colours for your company brand is not merely  a matter of picking one among many. There are psychological  connotations that go with each colour. Human beings are wired to  respond differently to a different set of colours.

Red is intensity,  Orange is likeability, blue is calming, black is intense, and purple is  endearing.

Who’s Your Audience:

Women react to certain colours more than  men. Older people are more drawn to certain colours than youths.  If your audience is mixed up then you have to choose, neutral and  safe colours that cut across the divide. At any point, take the time  to profile your potential audience. You can then settle for colours  that are most likely to elicit a positive reaction. If you aren’t sure,  then aim to appease the majority of the demography in the  audience.

Culture is King:

Throughout history, colours have become  symbols for different motives. In some countries, purple represent  royalty, while in others, it’s the colour for gloom. Bold pink may be  feminine in the West, but it’s the symbol for porn in the Far East.  Orange, Black, Green, Blue, Yellow and Pink have adopted  different meanings, and it’s very easy to go wrong with them. It  never hurts to do a background research on the intended or  unintended symbolism of a particular colour to your audience.

 Be Unique But Relatable:

Facebook, Skype, Microsoft, Twitter  and Barclays all have a shade of blue, yet they are distinct and  clear. Never pick a wild colour just for the sake of differentiation. If  most colours in your preferences are taken, then add a few unique  parts to an existing colour to create differentiation. It’s not the  colour but how you use it that creates the distinction.

 Pick Your Pallette:

Most brands have their distinct colour, and  then have their supporting palette. For example, the intensity of  the newsletter may vary slightly from the logo, which may vary  slightly for the company merchandise. At the very least, find  palette colours that amplify your primary colour.

Find Your Comfort point:

There are no hard and fast rules about  which colour to select. Remember your colour says something  about your brand or product personality. If you feel supple, then go  for supple, if you want bold then go bright colours, if you want  tame and grounded then find one that fits the bill. Mr. Karani  Nyamu insists that, ultimately it is your product that will embody  the colour that you choose. Therefore find one that you can enjoy  on a day to day basis.



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