One of the key elements of building a strong brand is color selection. Every color has a different feel and association. By choosing a color or a combination of colors for your business identity, you will take on those associations. Colors will evoke certain emotions and feelings towards your brand so it is vital to choose a color that will represent your identity effectively.
Research reveals people make a subconscious judgment about a person, environment, or product within 90 seconds of initial viewing and that between 62% and 90% of that assessment is based on color alone.
If you “own” a color in your industry, this color will symbolize your product. This can act as a great identifier. For example, if you sell physical goods, your packaging will stand out from the competition. The color will make your logo instantly recognizable.
How to select your logo color….
Some questions to ask yourself:
- What color represents your brand's personality?
- What color suits the characteristics of your product/service?
- What color does your competitor(s) use?
Colors aren’t tied to any particular industry though some may be better suited for some businesses than others. Pick a color that will represent your business’s personality best the most. What will give your customers the best impression the first time they see it?
You aren’t limited to one color. Some brands like eBay choose to go with many colors to represent variety — but you can also choose a couple of colors that work well together.
Pick a color opposite to that of your main competitor. The color of your main competitor is probably the most important point to consider. Pick blue if your competitor has red, pick purple if they have yellow, etc. A business’s strength lies in its ability to stand out. Picking the same color to that of your key competitor makes you a me-too product. Instead, you want to separate yourself from the competitor, you want to show that you’re different.
Call Signs & More for help with you logo or colors in your signs.
