Why Color Is Important To Your Brand

Consistent Brand Colors

Your brand’s colors are just as important as the design of your logo. People identify and associate colors with different types of brands. In fact, 80% of people think that color enhances a brand’s recognition. For instance, colors like red and yellow are often associated with fast food restaurants. By sticking with the colors that make up your brand, you increase your brand awareness and by the consistency in your use of color, associate those colors to your brand. Unsure of colors that will go together with your brand’s color palette? There are several online tools to help choose a color scheme (Coolors, Paletton & Color Wheel by Adobe are just three of the tools available online).

Colors Communicate Emotion

Just as colors associate with your brand, colors immediately resonate with people evoking emotions. For instance, a red sign can communicate extreme emotion – love, passion, anger, violence.  On a sign, the color red tells someone to stop or serves as a warning.In a survey, 41% of people thought that red represented “fear” or “terror”. So, choosing your colors for your signage, as they relate to your brand, can be a tricky task.

As a general rule, it’s good to keep in mind the meaning and message of your sign and choose your colors wisely so that the color matches the meaning of the message. Avoid colors that are difficult on the eyes, as well as color combinations such as green on red and blue on orange, as they tend to “vibrate” and are difficult to read.

Why color is important to your brand - Infographic

Reach Your Target Audience

Every message has a target audience – the main group of people who will receive your message. Color plays a large role in relating a message to a particular audience. For example, men usually prefer bold, solid colors while women prefer softer, paler colors. Just as colors associate with emotions, they resonate differently with different groups of people: men, women, children, the elderly, etc.In fact, in a survey of both men and women, it was found in 53% of men and 35% of women that the color blue was the most popular. Knowing what colors these different groups of people prefer can help you to effectively reach them through a combination of the appropriate color and the right message.

Bold & Unconventional Colors

It is not uncommon to see, within a brand, the use of  “unconventional” colors – colors not usually associated with a particular industry or are not used frequently in design. Colors that fall into this range, but are not limited to, could include pale shades of yellow, pink, purple, brown and blue. These colors are unconventional in the sense that they aren’t commonly used as primary color schemes in everyday print collateral and signage.

Be careful with the use of these colors with your brand. Just because the use of an unconventional color scheme is trendy, make sure it makes sense to use with your brand and make sure those colors work with you brand’s colors. Using unconventional colors needs to make sense for your design and message. Make sure it’s use fits your brand and message.

Why Color Is Important To Your Brand
Beauty by Design Close Up Exterior Retail Sign
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As you can see, color is important to your brand – and while there are many factors to take into consideration when designing and implementing your signage, Print New Hampshire makes it easy by offering intelligent design by our creative design staff and professional installation by our 3M certified installers. Print New Hampshire is capable of providing color matching of your brand colors to your printed project and printed materials to make sure your carefully picked colors are consistent across all of your marketing efforts. Get in touch with us today to find out how we can simplify the sign making process to give you better results and maximize your ROI.

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