What would life be without colours? Just dull shades of black and white with no spark or soul right? Well, colours play an essential role in uplifting our spirits and that’s why it’s extremely important to choose the right colour combinations while building a brand.
What’s colour got to do with a brand you may ask? Just look at the flurry of websites, hoardings, campaigns, logos and social media pages around you. If they were all of the same colours or not appealing enough, would you pay any attention to them? The same way, your brand needs just the right amount of colours to grab eyeballs and deliver your point across. This is where your company’s website and logo will come into play.
With so many software’s available and even more design options to choose from, attaining the right website or logo is easy and difficult at the same time. While there is a range of choices one can make, there are also too many options to choose from. Let’s understand the process behind colours and how it all works.
What is the colour theory?
One has to get the basic idea behind colour theory to produce the ideal website. Basically, there are three types of colours in a spectrum –warm, cool and neutral. While the warm end consists of bright colours like red and yellow, the cool end has blues and greens. Silver, black and grey make for the neutral bit of the spectrum and the right play of all these colours could work wonders for you.
Sounds like a simple and miniscule task right? Think again! These are the shades that will have a lasting impact on your audience for a long, long time to come. While a colourful logo or website always grab a lot of eyeballs, and uninteresting, the colourless website can drive away viewers, thereby making you lose out on a sizable number of potential clients. Scary thought? Yes, that’s why it’s extremely crucial that you select the right colours.
Colour psychology and brands
A recent infographic created by Towergate Insurance studied the logos of 520 companies and aimed to delve into the choices of big brands and why a particular company picked a particular colour for its logo. For instance, why is the logo of McDonald’s a bright yellow and red?
Through the course of its study, Towergate Insurance discovered that while most restaurants preferred red for being a bright colour that stimulates hunger, the same red was used by the airline industry to convey a sense of warmth and care. While communication big-wigs like Nokia prefer blue to imply clear communication, the pharmaceutical industry uses blue to showcase hygiene, well-being and sound mental health.
Since colours comprise 80 percent of most logos, you can very well imagine the impact that they have on the audience’s mind. Doesn’t the bright green and yellow logo of Subway make you feel like grabbing a sub?
How to choose the right colours?
The first and most important step is to understand your brand and its target audience. Every industry is associated with a set of colours – positive or negative. Analyse your brand and the field that it belongs to and choose a colour accordingly. While red may be a great colour for a food or flower company, for a healthcare brand, it can be a turn-off as it is associated with blood.
Next, comes your target audience. Who are the people you want to engage? Understand their preferences and go ahead accordingly.
A set of colours, either contrasting or complementing, can go a long way in ensuring the success of your company. Break the monotony of a sombre colour with something hot and fiery or choose colours that match well. Dabble with colours that excite you and you can never go wrong.
To sum it up…
Now, you know how important these vivid shades are in strengthening the image of your brand. Go ahead and dabble with colours and work your way up to success