THE LAW OF COLOR
Another way to differentiate your business, which should also be part of your branding process, is with color. In my opinion, the color you select to represent your company is a major decision and deserves careful consideration.
There are only a handful of colors, red, orange, yellow, green and blue. To those we can add a few neutral colors, black, white and gray. Let me share some interesting information on the subject of colors:
Red is an “in-your-face” color. Which is why it is the dominant color in 45 percent of all national flags. Blue is the opposite of red. Blue is peaceful and tranquil. Blue is a laid-back color. In the world of brands, red is a retail color used to attract attention. Blue is a corporate color used to communicate stability. For example, Coca-Cola red and IBM blue.
The other primary colors are in between. Orange is more like red than blue. Green is more like blue than red. Yellow is the neutral color, but because it is in the middle of the range of wavelengths your eyes can easily detect it. Yellow is also the brightest color. (Yellow is often associated with caution)
Over the years some colors have become identified with various attributes:
- White is the color of purity (wedding gowned)
- Black is the color of luxury
- Blue is the color of leadership
- Purple is the color of royalty
- Green is the color of the environment and health.
Normally the best color to select is the one that is most symbolic of your business category. While a single color is almost always the best color strategy for a brand, sometimes you can make a case for multiple colors. Federal Express wanted its packages to stand out so it combined the two most shocking colors it could find, orange and purple.
Color consistency over the long term can help a brand burn its way into the mind of your target market. Give your color section careful consideration, especially if you are branding in social media as well as in your logo.
Products are made in the factory, but brands are created in the mind. Walter Landor
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