Brand Face  | The  Colour Edit

An unusual combination of colours or simplicity of colour communication – boosting the attractiveness of a brand in the digital environment – The Value of Colour | 

 

Shape, sound, colour and an overall feel of a brand – something that a company distinguishes itself from a crowded arena of marketplace competition  | 

 

Colour represents one of the core elements that influence not only our day-to-day simple decisions such as a wardrobe selection or haute cuisine choices but in more commercial terminology, it signifies the meaning behind chosen hues and tones that stands for brands’ visibility across the web, social media and digital world | 

 

Colours have an extremely high impact on the presence of commercial and non-commercial brands. They establish an identity, promote an image, and foster relationships with its consumers through the right branding | 

 

For the value of examining colour‘s impact on consumers perception as well as images of brands many companies heavily invest in healthy budgets on creating and launching the top-notch campaigns for their visibility |

 

Nowadays in an online marketplace environment, the highest impact on presence and value of brands has their visual language that refers to the idea that the most significant communication happens on the level of visual symbols in opposition to verbal symbols the commonly known as wording. The value of non-verbal forms of expressions, symbols, is rooted in the core idea that the more significance behind the strength of an image the more impactful is the brand’s expression |

 

Words, as well as pictorial brand lingua such as logotypes, fonts, designs, shapes, shall be perceived as visual brands’ language. Words represent symbolic meanings that may go beyond the literal definition |

 

For instance the word black, not only boosts the imagination behind the word itself engaging mind to create an instant pictorial reference but also instantly represents elegance, significance and power |

 

Another example is the word white, that depicts purity, innocence, lightness and perfection … it springs to mind the idea of simplicity and spaciousness …

 

When it comes to the language that brands use to communicate with the world outside as well as internal stakeholders, nonverbal messaging represents one of the most impactful communication tooling alongside auditory elements {such as sound effects used in ads promotion that create almost immediate reaction in consumers} as well as pictorial components {designs, shapes, textures, lines, points, patterns}. Those nonverbal symbols create a powerful impact, they almost immediately cause reactions in consumers’ minds especially visible in brands’ language | 

 

The role of colour in branding has an enormous impact on the overall expression of a company. The more skilfully selected colouring range in the brand’s digital and traditional expression the higher impact and grabbing attention effect. Colours have the powers to trigger specific emotions in consumers, for example, the colour blue colour blue as used in logotypes of IBM,  GE  or intel has been named as one of the most popular colours in the world. Some of the key characteristics say that blue creates a sense of clarity, trust, sensibility, reliability and hope… therefore that’s why blue is the most commonly used colour by brands | 

 

Creativity plays a significant role in adding quality, expressiveness and value to brands communications. Studies have shown that creative individuals similarly to creative brands and industries are less controlled and have the tendency to trust their judgement and ideas, not being afraid of anything new or innovative |

 

How the selection of colour affects branding? |

 

Hues, shades, colours have an astonishing influence on consumer’s perceptions and emotions towards brands as well as their services and products. Colours are incredibly influential media motions that play an impactful role not solely in web design processes but also stationary, promotional materials, corporate branding designs and other basic forms of expressions such as business cards or letterheads |

 

The brand’s aesthetics play a major role in consumers’ minds, they can either drive or discourage consumers’ decisions. The more thoughtful process behind selecting colouring palette to create branding for a company the more equity it potentially represents …

 

Some of the guidelines that could be taken into consideration while launching new brands are related to the psychological impact that colours could potentially make on consumers’ minds : 

BLACK = balance / calm / premium

Reputation grounded in professionalism, intelligence, authority, simplicity, quality and luxury

Industry served: fashion & jewellery, coffee/drinks, sport

BLUE = strength / trust / reliability

Reputation rooted in spaciousness, professionalism, trust and creativity

Industry served: tech, creative, banking, aerospace

GREEN = tranquility / growth / health

Reputation-based on growth, health, relaxation

Industry served: mind and health, wellness, apparel

 

Consumers’ purchasing decisions are highly influenced by the emotions that brands make through first impressions | 

 

The impact of colour on marketing communication and branding is rather significant, as specified by Singh’s research (2006)Singh’s research (2006) that outlines the informative value of colours. Consumers make their decisions within the first 90 seconds of their initial interactions whether it comes to selecting products or services. Singh’s research outlines the value of colour in impacting consumers’ mood, appetite through the most effective managerial approach | 

To ensure colour is one of the most effective communication media, brands that wish to optimize or boost their success, should seek colour customisable advise that can best meet their objectives of appealing to consumers – get in touchget in touch for a custom-made advice on your current positioning or colour evaluation or colour branding audit |{ A A Drzewiecka } |