Color In Branding: The Rules and How to Break Them
Have you ever walked by a store and instantly known it was your favorite coffee shop, even from a distance? Or maybe a specific shade of red makes you crave a juicy burger? That's the power of color in branding at work
As a business owner, you pour your heart and soul into your company. You want customers to recognize and remember your brand, and choosing the right colors is a surprisingly powerful tool to achieve that. Think about it: colors are like tiny billboards for your brand, silently communicating your personality and values to potential customers. Let's dive into the world of color in branding, explore the "rules," and discover how to break them strategically to make your brand truly stand out.
The Color Rule Book (and Why It's More Like a Suggestion Box)
There are some general guidelines for color in branding. Studies suggest a consistent color palette can boost brand recognition by a whopping 80%. This means using the same colors across your logo, website, and marketing materials to create a cohesive visual identity that sticks in your customers' minds.
But here's the secret most "experts" won't tell you: those "rules" are meant to be broken (sometimes)! Color psychology is a powerful tool, sure. Red makes us crave burgers, and blue evokes trust (hello, reliable banks). But what if your brand is all about breaking the mold?
Breaking the Mold: Color Choices That Make a Statement
Here at Branca, we're all about helping you tell your brand story through color. That might mean defying expectations and using unexpected color combinations. Think Tiffany & Co.'s bold robin's egg blue in a world of stuffy jewelry stores, or Airbnb's vibrant multi-colored scheme that reflects their global reach.
So, How Do You Break the Color Rules (the Right Way)?
Know Your Brand Personality: Are you playful and energetic? Or maybe sophisticated and minimalist? Choose colors that reflect your core values, even if it means going against the grain.
Consider Your Audience: Who are you trying to reach? Understanding their preferences can inform your color choices, but don't be afraid to surprise them!
Start with a Strong Foundation: Even if you're breaking the rules, you still need a cohesive color palette. Choose 2-3 main colors that work well together and use them consistently.
Test and Experiment: Don't be afraid to play around with different color combinations! Get feedback from trusted advisors and see what resonates with your target audience.
Remember, color is a powerful tool in your branding toolbox. By using it strategically, and maybe even a little disruptively, you can create a brand identity that's unique and unforgettable.
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Need a hand in defining your brand's color story? BRANCA is here to help. We're passionate about all things branding, and we'd love to chat about how to implement color to make your brand truly stand out — both online and offline.