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.