The Importance of Colour in Branding.
From the vibrant red of Coca-Cola to the soothing blue of Facebook, colour plays a pivotal role in shaping brand identities and influencing consumer perceptions. At New Century Design, we understand the significance of colour in branding, harnessing its potential to create captivating visual experiences that resonate with audiences. Let’s delve into why colour is more than just a hue – it’s a language of its own.
Colour Psychology: Beyond Aesthetics
Colours have the ability to evoke emotions, trigger memories, and convey messages without uttering a single word. Colour psychology, forms the cornerstone of effective branding strategies. Each colour possesses unique associations and cultural meanings, allowing brands to align with their values and resonate with their target demographics.
For instance, the colour green is often associated with growth, freshness, and positivity making it a popular choice for environmentally conscious brands like Whole Foods. Meanwhile, luxury brands like Tiffany & Co. leverage the timeless elegance of Tiffany Blue to evoke feelings of sophistication and exclusivity. The Southbank Centre uses a bold combination of yellow and black, conveying a sense of optimism, openness, and approachability. By strategically selecting colours that reflect their ethos, brands can establish strong emotional connections with consumers, fostering loyalty and brand advocacy.
When we developed Sealwise’s brand identity, we selected a palette of cool blues, icy teals and turquoise. This colour scheme conveyed a modern, clinical, and precise brand image, perfectly suited for the corporate and medical industries.
Choosing your brand colours
Warmer colours such as reds, oranges, and yellows—stimulate the senses and elicit a sense of cheerfulness with their vibrancy. These colours pack tons of emotional meaning, but they can easily be overwhelming when used as the dominant hue in a composition.
Tins, tones, and shades of warm hues are your best friend, simply because they help to desaturate a hue without negating its positive effect. Apply warm hues in moderation by sprinkling them as an accent colour across branding elements, or pair them with cooler tones for a harmonic balance.
Cool colours such as blues, greens, and purples tend to have a calming effect and can evoke feelings of peace, professionalism, and trust.
Neutral colours such as blacks, whites, greys, and browns—serve as the backdrop in a colour palette and can balance more vibrant hues.
Differentiation and Recognition
In a crowded marketplace teeming with competitors vying for consumers’ attention, differentiation is key. Here, colour serves as a powerful tool for brand recognition and recall. Consider the iconic golden arches of McDonald's or the bold red and white stripes of Coca-Cola – these colours have become synonymous with their respective brands, instantly recognisable to consumers worldwide.
At New Century Design, we specialise in creating colour palettes that not only set our clients apart but also leave a lasting impression on their audience. Whether it’s developing a vibrant identity for a tech startup or infusing a sense of tranquility into a wellness brand, we select colours that encapsulate the essence of each brand.
Cultural Relevance and Global Appeal
In today’s interconnected world, brands are no longer confined by geographical boundaries – they must resonate with diverse audiences across cultures and continents. This necessitates a nuanced understanding of colour symbolism and cultural connotations to ensure brand messaging remains relevant and inclusive.
For example, while the colour white may symbolise purity and innocence in Western cultures, it is associated with mourning and funerals in many Asian countries. By taking into account such cultural nuances, brands can avoid unintended misinterpretations and foster positive associations with their target audience, regardless of geographical location.
Let's build your brand identity.
Colour is far more than a visual embellishment – it is a storytelling device, a catalyst for emotional engagement, and a universal language that transcends barriers. At New Century Design, we use colour to build compelling brand identities that captivate, resonate, and endure.
Whether you’re embarking on a brand refresh or launching a new venture, let us be your creative partner in colour.
