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Colour Perception in your Branding


When it comes to choosing a colour in Web Design, there are now a lot more options and variety than there used to be. We now have a selection of over 16, 777, 216 colours, when it used to be a smaller selection out of 216 colours that had to suffice. With the predominant colours red, green and blue being used in Web Design, each has 256 shades that can be combined together to form virtually any colour you want. Each of them has a hexadecimal value, made up of a three part algorithm using varying intensities of R, G and B.

However, when it comes to the web, you need to be mindful of the fact that all screens can, and will, display differently. Neon colours, for example, may not appear as bright or "neon" as they look on paper. It really is a case of trial and error to see what works.

Many studies have been conducted to see what affect certain colours have on individuals and what feelings and emotions they evoke when linked to brands. This in turn can explain why certain brands have selected the colours they have. For example: Blue is a very popular colour among professional or corporate businesses. Facebook, Twitter and Sky all use varying shades of blue in their branding and promotional material.

In study called Impact of Color in Marketing, researchers found that "up to 90% of snap judgements made about products can be based on colour alone (depending on the product)."
 Additional studies have revealed that our brains prefer recognisable brands, which makes colour incredibly important when creating a brand identity. Brands such as Tiffany for example are well known for their colour scheme. Coca Cola, and also EasyJet are other examples of strong colour brands.

It’s the feeling, mood, and image that your brand creates that play a role in persuasion. Be sure to recognise that colours only come into play when they can be used to match a brand’s desired personality. When selecting a colour for your branding, the main thing you need to think about is how you want the company to be represented, if it's something that will be remembered and that it fits with your target audience. The colour is not the be all and end all of a business or brand being a success but doing some research doesn't hurt.

For example men seem to prefer bold colours while women prefer softer colours. However, that doesn't mean that if you are a personal trainer focusing on women as your clientèle that you shouldn't use bold, eye catching colours. It's simply a case of personal choice and what you think will work for your business branding.

If your business is corporate, it makes sense to have a corporate colour scheme. Blue, white and light grey for example is a great combination. It's subtle, but not boring.  Or, if your business is aimed at young children and you run a day centre, then bright, bold, clashing colours are more likely to represent your fun and energetic business.

See some examples below of strong colour branding and make up your mind whether you feel they work or not!

A bright colour scheme, using the yellow from the tennis ball and a suitable blue band.

A corporate colour scheme in keeping with the brand logo

A purple colour scheme teamed with an unusual lime green

A bright pink colour scheme aimed at a female target audience