How to choose the right corporate colours for your brand and make them a powerful tool for your brand's success: tips from an expert.
Corporate colours are a specific selection of colours that a company or brand chooses as part of its visual identity and branding strategy. They are essential to establish a distinctive and recognisable identity in the marketplace. When a company selects its corporate colours, it seeks to create an emotional connection with its audience and to convey its values, personality and brand philosophy effectively.
What are they and how important are they?
Corporate colours are a specific selection of colours that a company or brand chooses as part of its visual identity and branding strategy. They are essential to establish a distinctive and recognisable identity in the marketplace. When a company selects its corporate colours, it seeks to create an emotional connection with its audience and to convey its values, personality and brand philosophy effectively.
The choice of corporate colours should not be made lightly, but requires careful and strategic analysis. Graphic designers, marketing specialists and company managers are often involved in this process. Several factors must be taken into account, such as the target audience, the industry in which the company operates and the competition. Choosing a brand's corporate colours is a very important decision that can have a significant impact on the perception and success of the company. Colours evoke emotions and feelings in people, and choosing the right colours can help establish a strong brand identity, stand out in a competitive market and create an emotional connection with consumers.
What are the benefits of having corporate colours and a visual identity manual to indicate the use of those colours?
Corporate colours are used in all aspects of a company's visual identity, from the logo to stationery, website, products and advertising. Choosing the right corporate colours can help a company convey its message effectively and create an emotional connection with its audience. Colours can also help a company stand out in a competitive market and establish a strong brand identity.
A visual identity manual is a guide that describes the identifying elements that make up a brand and how they behave, defining the graphic standards and criteria to achieve a consistent and recognisable expression for our audience. A manual defines the graphic style of the brand: how the logo, symbology, colours, typographies, as well as the way these are articulated, behave. In short, a visual identity manual is a very practical tool for a corporation or organisation. It is a guide that describes the identifying elements that make up a brand and how they behave, defining the graphic standards and criteria to achieve a coherent and recognisable expression for our public.
Why is the right and well thought-out colours so important?
Choosing the right colours is very important for every brand because colours evoke emotions and feelings in people. Colours can also help a company stand out in a competitive market and establish a strong brand identity. If colours are not chosen carefully, they can send the wrong message or fail to convey the desired message. It is therefore important that corporate colours are chosen carefully and used consistently in all aspects of the company's visual identity.
What would happen if we don't take this into account?
If the choice of corporate colours is not taken into account, a company may send the wrong message or fail to convey the desired message. For example, if a company uses colours that are not in tune with its industry or target audience, it may lose credibility and not be taken seriously. In addition, if a company uses the same colours as its competitors, it may confuse consumers and dilute its brand identity.
However, there are some companies that have been successful despite using inappropriate brand colours or the same colours as their competitors. In some cases, these companies have managed to differentiate themselves from their competitors through other means, such as the quality of their products or services, their customer service or their marketing strategy. In other cases, these companies have managed to turn their corporate colours into a competitive advantage, using their choice of colours to stand out in a crowded marketplace or to convey a unique and distinctive message.
In summary, while the choice of corporate colours is important, it is not the only factor that determines a company's success. A company can be successful despite using inappropriate colours for its brand, but it is important to keep in mind that choosing the right colours can help establish a strong brand identity, stand out in a competitive marketplace and create an emotional connection with consumers.
Colours and feelings evoked
Red: The Color of Passion and Power
Red is a color that evokes strong emotions, such as passion, excitement, energy, and love. It can also signify strength, courage, and confidence. Red is often used by brands that want to convey a sense of urgency, action, or boldness. For example, Coca-Cola, Netflix, and YouTube use red logos to attract attention and create a memorable impression. Red can also stimulate appetite, which is why many food and beverage brands, such as McDonald’s, KFC, and Heinz, use it in their packaging and advertising. However, red can also have negative associations, such as anger, danger, or violence. Therefore, it is important to use red carefully and sparingly, and to balance it with other colors that can soften its intensity.
Green: The Color of Growth and Nature
Green is a color that symbolizes growth, nature, health, and wealth. It can also represent freshness, harmony, and sustainability. Green is often used by brands that want to communicate their environmental friendliness, organic quality, or social responsibility. For example, Starbucks, Whole Foods, and The Body Shop use green logos to emphasize their natural ingredients, ethical practices, and eco-friendly values. Green can also evoke feelings of calmness, relaxation, and peace. Therefore, it is a popular choice for wellness, spa, and medical brands, such as Aveda, Lush, and CVS. However, green can also have negative connotations, such as envy, jealousy, or inexperience. Therefore, it is important to use green wisely and appropriately, and to avoid shades that can look dull, sickly, or artificial.
Blue: The Color of Trust and Stability
Blue is a color that conveys trust, stability, reliability, and professionalism. It can also express calmness, tranquility, and intelligence. Blue is often used by brands that want to establish their credibility, authority, or expertise. For example, IBM, Samsung, and Facebook use blue logos to demonstrate their technological innovation, quality, and leadership. Blue can also inspire confidence, loyalty, and security. Therefore, it is a common choice for financial, legal, and governmental brands, such as Visa, American Express, and UNICEF. However, blue can also have negative implications, such as coldness, sadness, or detachment. Therefore, it is important to use blue carefully and selectively, and to combine it with other colors that can add warmth, emotion, or personality.
Yellow: The Color of Happiness and Optimism
Yellow is a color that radiates happiness, optimism, positivity, and warmth. It can also stimulate creativity, curiosity, and enthusiasm. Yellow is often used by brands that want to convey a sense of joy, fun, or playfulness. For example, Snapchat, IKEA, and National Geographic use yellow logos to attract and engage their audiences with their innovative, entertaining, and informative content. Yellow can also boost attention, alertness, and memory. Therefore, it is a suitable choice for educational, technological, and media brands, such as Duolingo, Best Buy, and CNN. However, yellow can also have negative effects, such as anxiety, stress, or caution. Therefore, it is important to use yellow moderately and strategically, and to avoid shades that can look cheap, childish, or overwhelming.
Purple: The Color of Royalty and Mystery
Purple is a color that signifies royalty, luxury, elegance, and sophistication. It can also evoke mystery, spirituality, imagination, and creativity. Purple is often used by brands that want to communicate their exclusivity, quality, or uniqueness. For example, Cadbury, Hallmark, and Yahoo use purple logos to differentiate themselves from their competitors and create a loyal fan base. Purple can also inspire admiration, respect, and admiration. Therefore, it is a preferred choice for beauty, fashion, and art brands, such as L’Oréal, Burberry, and Pantone. However, purple can also have negative associations, such as arrogance, pretentiousness, or aloofness. Therefore, it is important to use purple carefully and tastefully, and to avoid shades that can look gloomy, immature, or artificial.
Orange: The Color of Adventure and Creativity
Orange is a color that combines the energy of red and the happiness of yellow. It can express adventure, creativity, enthusiasm, and vitality. Orange is often used by brands that want to convey a sense of fun, excitement, or innovation. For example, Fanta, Nickelodeon, and Amazon use orange logos to appeal to their youthful, energetic, and diverse audiences. Orange can also stimulate appetite, interest, and motivation. Therefore, it is a popular choice for food, entertainment, and sports brands, such as KFC, Netflix, and Nike. However, orange can also have negative meanings, such as cheapness, frivolity, or immaturity. Therefore, it is important to use orange wisely and sparingly, and to avoid shades that can look tacky, aggressive, or garish.
Pink: The Color of Femininity and Romance
Pink is a color that represents femininity, romance, sweetness, and compassion. It can also express playfulness, fun, and charm. Pink is often used by brands that want to appeal to women, especially young girls, or convey a sense of love, care, or beauty. For example, Barbie, Victoria’s Secret, and Cosmopolitan use pink logos to create a feminine, glamorous, and trendy image. Pink can also inspire feelings of happiness, joy, and optimism. Therefore, it is a suitable choice for entertainment, lifestyle, and wellness brands, such as Spotify, Airbnb, and Dove. However, pink can also have negative connotations, such as immaturity, weakness, or superficiality. Therefore, it is important to use pink carefully and appropriately, and to avoid shades that can look too childish, girly, or flashy.
Black: The Color of Elegance and Sophistication
Black is a color that signifies elegance, sophistication, power, and authority. It can also evoke mystery, drama, and exclusivity. Black is often used by brands that want to communicate their quality, luxury, or professionalism. For example, Chanel, Mercedes-Benz, and Apple use black logos to create a sleek, stylish, and premium impression. Black can also inspire confidence, strength, and prestige. Therefore, it is a popular choice for fashion, technology, and media brands, such as Nike, Netflix, and The New York Times. However, black can also have negative associations, such as evil, death, or fear. Therefore, it is important to use black wisely and sparingly, and to balance it with other colors that can add contrast, brightness, or emotion.
White: The Color of Purity and Simplicity
White is a color that conveys purity, simplicity, cleanliness, and innocence. It can also express freshness, minimalism, and modernity. White is often used by brands that want to communicate their clarity, honesty, or innovation. For example, Google, Adidas, and Tesla use white logos to create a simple, clear, and futuristic image. White can also inspire feelings of peace, calm, and harmony. Therefore, it is a common choice for health, beauty, and home brands, such as Colgate, Dove, and IKEA. However, white can also have negative implications, such as emptiness, isolation, or boredom. Therefore, it is important to use white carefully and strategically, and to combine it with other colors that can add interest, personality, or warmth.
Casos de estudio
Here are some case studies that illustrate how corporate colours can affect the perception of a brand:
- Coca-Cola: Coca-Cola is one of the most recognisable brands in the world, and much of its success is due to its branding strategy. Coca-Cola's bright red is one of the most iconic corporate colours in marketing history. Red is associated with passion, vitality and intensity, reflecting the brand's personality. In addition, Coca-Cola's bright red stands out on shop shelves and is easily recognisable.
- McDonald's is another brand that has been very successful thanks to its branding strategy. McDonald's bright yellow is one of the most recognisable corporate colours in the world. Yellow is associated with happiness, joy and energy, which reflects the brand's personality. In addition, McDonald's bright yellow stands out on signage and is easily recognisable.
- Starbucks: Starbucks' bright green is associated with nature, freshness and relaxation. The green reflects the brand's philosophy of offering high quality and sustainable products.
- Tiffany & Co.: Tiffany blue is an iconic corporate colour associated with elegance, sophistication and exclusivity. Blue is used worldwide to represent jewellery and luxury goods.
How are corporate colours chosen?
The choice of corporate colours is a process that requires careful and strategic analysis. Graphic designers, marketing specialists and company managers are often involved in this process. Several factors must be taken into account, such as the target audience, the industry in which the company operates and the competition.
In order to choose the right corporate colours, the following factors should be taken into account:
- Target audience: Think about your company's ideal customer and what their tastes are. Take into account their age, sex, socio-cultural level, tastes, hobbies, etc.
- Personality and values of the company: What ideas or values does your company represent? What characterises it? Think about the emotions you want to convey: modernity, elegance, adventure, security, etc.
- Visibility: Check that the colour is easy to see. Avoid corporate colours that are visually fatiguing. In addition, the colour must be easily printable and visible physically and virtually.
- Colour matching: If you choose to use more than one corporate colour, you should think about colours that combine effectively.
It is important to note that the choice of corporate colours should not be made lightly, but requires careful and strategic analysis. For this reason, it is recommended to hire a professional brand designer to choose the right corporate colours. A professional brand designer can help a company select the right colours that effectively convey its message and create an emotional connection with its audience. In addition, a professional brand designer can help a company establish a strong brand identity and stand out in a competitive market.
What materials and resources can help us?
If you want to delve deeper into this topic, there are several resources and materials that can help you better understand the values and importance of corporate colours. Here are some useful resources:
- Articles and blogs: There are many online articles and blogs like this one you are reading that offer valuable information about corporate colours and their importance in branding. If you are interested in more information about typography or design, I invite you to subscribe to my newsletter.
- Books: There are several books that can help you better understand corporate colours and their importance in branding. Some of these books include "Color Design Workbook: A Real World Guide to Using Color in Graphic Design" by Sean Adams, and "Color for Designers: Ninety-five things you need to know when choosing and using colours for layouts and illustrations" by Jim Krause.
In conclusion, corporate colours are a fundamental part of a company's visual identity and branding strategy. Choosing the right colours can help establish a strong brand identity, stand out in a competitive market and create an emotional connection with consumers. Corporate colours are used in all aspects of a company's visual identity, from the logo to stationery, website, products and advertising. A visual identity manual is a guide that describes the identifying elements that make up a brand and how they behave, defining the graphic standards and criteria to achieve a coherent and recognisable expression for our public.
The choice of corporate colours should not be made lightly, but requires careful and strategic analysis. Several factors must be taken into account, such as the target audience, the industry in which the company operates and the competition. In addition, it is important to keep in mind that the choice of corporate colours is not the only factor that determines the success of a company.
I hope this blog has been useful to you and that it has provided you with valuable information about corporate colours and their importance in branding. If you are interested in getting more information like this I suggest you follow me on my social networks or subscribe to my newsletter for more informative content.
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