Most businesses that are actively promoting through the use of a branded logo already have a considerably established brand image or set of corporate colors. For those of you that do not, or for those of you who have not examined exactly what your colors are representing to your current or potential customers, see below for some important thoughts to consider.
Not sure where to start or how to select your corporate color scheme?
Here is a detailed look at color choice and how specific colors are perceived by customers: The graphic below is from a color selection tool which collected the top words that people associate with specific colors. This was accomplished through a survey in which participants were shown a word and then they selected which color best represented that word. Considering how each color is perceived in relation to the mission or theme of your company should give you a good starting point for colors you may want to consider. Also to note in the graphic is that many brands chose to incorporate multiple colors in their logos, which often signifies a wide variety of goods or services.
Some other thoughts to keep in mind:
- Your industry does not limit your color selection. Although some colors are logically more suited to certain products and services, it is more important to choose something that best represents your brand’s identity. Since color is the element that will make the most immediate impact, it is also often times the first impression.
- Consider cultural differences in color perception. The way that colors are perceived is certainly not uniform throughout the world. This is especially important to consider if you are an international company. For example, you may being trying to signify purity and cleanliness in the US through the use of the color white, while your customers in Asia may relate the color white to death…definitely not your intentions!
- Chose colors that differentiate your from your competition. It is also a good idea to do a bit of research on the logos of your main competitors. In some cases the most logical color schemes for your industry are already in use. This gives you a great opportunity to differentiate your brand. This is especially true if there is a large or well know competitor in your industry, in this case choosing an opposite color will allow you to stand out. Choosing colors that are already widely in use, can make you come off as a “me too” type of organization. Show your customers how you are different!
Tell us about your corporate colors and what they represent in the comments below!
