Colour plays a vital role in marketing and branding today, as we can see from three observations:
- If anything, the visual world of a brand is more dominant than ever before.
- Digitally, and through traditional media, brands are being experienced across an ever-evolving canvas.
- Consumers are being taught to expect consistency and constancy in colour usage and brand meaning, by the brands in their lives.
Our goal through semiotics is to ensure that consumers can engage with the brand’s purpose and meaning throughout its entire anatomy.
A Brand Colour Strategy is sometimes assumed as implicit. No one is suggesting that marketers, advertising, packaging, retail designers, or digital partners do not know the importance of colour. However, to paraphrase Picasso, creativity entails a challenge to the status quo. But what can be challenged and what cannot? Why?
As the need for brand management becomes more diverse and fast-paced, what rules are you observing to co-ordinate the use of colour to communicate your brand across the entire brand experience?
To stimulate your thinking, we’ve broken down some foundational considerations into four chapters.
There are a number of issues these will cover:
- What is the role of colour in culture?
- What emotions do colours evoke?
- What are the meaning connotations of different colours?
- What is the role of colour in branding?
Benefits of a Brand Colour Strategy to Brand Management
Understanding some of the benefits and watchouts of colour choice can act as a guide for managing this aspect of a brand across different strategic partners. Creating a colour strategy establishes how the brand’s palette should be used across all touchpoints. Also, it can help identify unrealised opportunities when new colour usage is suggested.
There is also a strong benefit in making sure that the emotions and meanings of your brand are aligned with your Brand Identity, or vice versa.
Finally, understanding if you are optimising your use of colour in brand meaning management. Colour has more than just aesthetic value, it communicates meaning, emotions, can help us navigate, remember, differentiate, create hierarchies and establish positioning.
The first of these articles us published here.
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