So much has been written about color in graphic design, advertising and branding, the importance of it, and the use of color to persuade or dissuade individual buying choices. And, although personal preferences steer people towards or away from certain colors in a way that is far too great to predict mass feelings towards specific colors, there are patterns that people have come to expect in relation to color and its role in branding.
Color in branding should feel believable to the experience that consumers have come to expect. Hospitals are calming environments; Harley Davidson is rugged and masculine. Colors that fit these experiences are more important than the colors themselves.
Here at Yellow, during our research and brand strategy phase, we go through a comprehensive color analysis process. Looking at your competition and benchmarks, we are able to see where the gaps in the spectrum lie. These are spaces where your brand could sit naturally and comfortably while standing out and commanding its own presence.
We see color as a vital component of your overall brand identity. Working in conjunction with your logo, a pre-defined image style and all your other brand elements, color can work across all media channels – from traditional advertising campaigns to social media, website and digital design to corporate branded applications and presentations to create a unified, differentiated brand presence.