The importance of Colour

A major part of branding your company is deciding which colours to use. This is not something to be taken lightly and should only be done after asking some very important questions:

  • Does the colour scheme differentiate your company from its competitors? Standard Bank in South Africa, for instance, would not have differentiated themselves from Absa if they also chose red as their main brand colour.
  • Are the colours appropriate for the industry that your company is in? A colour palette of pink and yellow would, for example, not suit a law firm or an accounting firm.
  • Is the colour scheme sustainable – in other words, will it still be relevant 10 years from now?
  • Can the colours be replicated easily? Some colours look great on-screen for instance, but cannot be printed accurately without some difficulty.
  • What inherent meanings are associated with the colours? For example, red might symbolise passion, confidence and vitality.
  • Does the colour have any positive or negative connotations in foreign markets? White, for instance, is symbolic of death and mourning in China.
  • Can the colour(s) be legally protected? Interesting trivia: Kodak was the first company to trademark a signature colour.
  • When combined with other brand colours, is the palette appropriate for colourblind customers?

As you can see, choosing brand colours is not as simple as randomly combining nice-looking ones! Some knowledge of colour theory is essential and we recommend that you work with a design team that understands this.

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