- We remember visuals based on color and shape.
A strong brand must be memorable and identifiable.
Color is one of the most valuable tools
we have at our disposal.
Consider any major brand.
You remember the color.
Major brands go to great lengths
to find a unique color that they can own.
They will use it repeatedly and consistently
to create brand identification.
Color can be the strongest
and most proprietary part of a visual system.
I don't need to see a logo on a Tiffany box.
The turquoise color immediately identifies it.
The blue is not copyrighted,
but Tiffany has maintained strict standards
to never deviate a little bit more blue or green.
The consistent usage of the color gives it value.
This takes rigor when one considers
how many times the color is reproduced
from packaging, to the website, to signage.
Any change, even minor that may be more blue or green,
takes away from Tiffany's ownership of the color.
Besides creating a unique and memorable element,
the color or color palette
helps to find the brand attributes.
Nickelodeon's orange is bright and cheerful.
It's not red or yellow,
but between these primary colors
reinforcing Nickelodeon's irreverent attitude.
Not only does it create a bold contrast for the wordmark,
Coca-Cola red communicates energy,
excitement, and warmth.
UPS uses a distinct shade of brown.
Chosen in 1916, the color referenced Pullman rail cars
because the color reflected elegance and professionalism,
and dirt was less visible on brown uniforms and vehicles.
To determine the primary color and subsequent color palette,
I start with research.
I've already determined the brand attributes,
so that will definitely be a factor.
I also do a color study of the competition.
Make a diagram that shows which colors
each of the other companies uses.
Typically, all find that they all skew toward one pallet.
Now that I know a certain pallet dominates the field,
I go the opposite direction.
The point is to differentiate the brand from the others.
Using blue because all other financial institutions use blue
creates a brand that blends in.
I choose a primary color based on the competition
and the brand values.
This isn't the place for you to say,
"Gee, I don't like blue!"
If the attributes are classic, historic, and confident,
blue works well.
Now, which blue?
Think about reproduction in print, online,
and environmental design.
A simple color will fare better than one that is blue
with gray and green tones.
The rest of the color palette adds additional colors
that help unify the brand.
These colors should never be left to chance.
If yellow is one of the colors,
the palette makes sure
that everyone is using the same exact shade of yellow.
Identify the colors with their Pantone name,
CMYK percentages,
and RGB values.
Otherwise, somewhere and someplace,
someone will decide they prefer butter yellow
over your bright yellow.
Now, here's the booby trap.
Color is subjective.
This is the place where you will need
to remind your client the choice isn't about likes
or dislikes,
but what color best communicates the attributes.
And sometimes, no matter how logical your choice is,
he or she might still hate it.
In the end, if it's 100% correct, but hated,
it will be quickly replaced.
Oddly, if somebody absolutely refuses red
and the attributes are energetic and fiery,
I revisit the brand attributes with the client.
They may need revising.