colour
do colours matter?
do colours matter?
Absolutely 'Yes'. Your brand's choice of colour palette represents your brand identity and personality. It is even possible for some brands to be recognised from a colour or palette without a logo, for example Barbie or the Google palette. Some brands go so far as to trademark a colour, such as T-Mobile's Magenta and Barbie's Pink. Why not try the Canva Online Colour Wheel tool to explore colours visually to inspire you?
Absolutely 'Yes'. Your brand's choice of colour palette represents your brand identity and personality. It is even possible for some brands to be recognised from a colour or palette without a logo, for example Barbie or the Google palette. Some brands go so far as to trademark a colour, such as T-Mobile's Magenta and Barbie's Pink. Why not try the Canva Online Colour Wheel tool to explore colours visually to inspire you?
colour psychology
colour psychology
Current research indicates that brand recognition can be increased by up to 80% by effective use of colour throughout marketing, packaging and logo design. First impressions count, so the colour palette you choose should match the message that you are trying to deliver. Colour can be used to match a current trend or be seen as timeless, its use is often symbolic, so what do we know about consumer preferences? Well certainly we know that 'one size does not fit all', which is not that helpful!
Current research indicates that brand recognition can be increased by up to 80% by effective use of colour throughout marketing, packaging and logo design. First impressions count, so the colour palette you choose should match the message that you are trying to deliver. Colour can be used to match a current trend or be seen as timeless, its use is often symbolic, so what do we know about consumer preferences? Well certainly we know that 'one size does not fit all', which is not that helpful!
The good news is that there are some established pointers, the colour emotion guide at the bottom of this page highlights some well known brands and their associated colour emotions.
The good news is that there are some established pointers, the colour emotion guide at the bottom of this page highlights some well known brands and their associated colour emotions.
Yellow - optimism, clarity & warmthOrange - cheerful, friendly, confidenceRed - excitement, youthful, boldPurple - creative, imaginitive, wiseBlue - trust, dependable, strengthGreen - peaceful, growth, healthGreyscale - balance, neutral, calm
Yellow - optimism, clarity & warmthOrange - cheerful, friendly, confidenceRed - excitement, youthful, boldPurple - creative, imaginitive, wiseBlue - trust, dependable, strengthGreen - peaceful, growth, healthGreyscale - balance, neutral, calm
Blue is often considered the safest choice, mainly because it is the most common 'favourite' colour among the majority of the population. How many popular organisations can you think of that have a blue brand?
Blue is often considered the safest choice, mainly because it is the most common 'favourite' colour among the majority of the population. How many popular organisations can you think of that have a blue brand?
brand personality
brand personality
When you select colours for your designs, you need to consider the emotional reactions they might drive in your target audience. In consumer surveys, 90% of respondents stated that their first impressions were formed by colour when looking at websites.
When you select colours for your designs, you need to consider the emotional reactions they might drive in your target audience. In consumer surveys, 90% of respondents stated that their first impressions were formed by colour when looking at websites.
Psychologist Jennifer Aaker concluded that there were 5 core emotion dimensions that play a role in brand personality. Some brands might want to mix the traits below, but most will benefit from focusing on one.
Psychologist Jennifer Aaker concluded that there were 5 core emotion dimensions that play a role in brand personality. Some brands might want to mix the traits below, but most will benefit from focusing on one.
Sincerity - domestic/honest/genuine/cheerful
Sincerity - domestic/honest/genuine/cheerful
Excitement - daring/spirited/imaginative/on-trend
Excitement - daring/spirited/imaginative/on-trend
Competence - reliable/responsible/dependable/efficient
Competence - reliable/responsible/dependable/efficient
Sophistication - glamorous/romantic/charming/presentation
Sophistication - glamorous/romantic/charming/presentation
Ruggedness - tough/strong/rugged/outdoorsy
Ruggedness - tough/strong/rugged/outdoorsy
Our Zeus Hub Studio Team will need to know which of the above emotion dimensions you want your brand's identity to match when confirming your design brief.
Our Zeus Hub Studio Team will need to know which of the above emotion dimensions you want your brand's identity to match when confirming your design brief.
Consistent colour coding
Consistent colour coding
To maintain consistency with design colours, colours are represented by codes. The colour wheel at the top of this page is an RGB colour wheel which has 12 hues (colours) and has a code system. The 4 most common colour coding systems are:
To maintain consistency with design colours, colours are represented by codes. The colour wheel at the top of this page is an RGB colour wheel which has 12 hues (colours) and has a code system. The 4 most common colour coding systems are:
RGB - (Red, Green, Blue) -
RGB - (Red, Green, Blue) -
Hex - (Hexadecimal Colour) -
Hex - (Hexadecimal Colour) -
PMS (Pantone® Matching System) - standardised colour system used in printing & textiles
PMS (Pantone® Matching System) - standardised colour system used in printing & textiles
CMYK (Cyan, Magenta, Yellow, Key or Black) -
CMYK (Cyan, Magenta, Yellow, Key or Black) -
Colour combinations
Colour combinations
The perception of color is often described by referring to three dimensions of the color experiences:
The perception of color is often described by referring to three dimensions of the color experiences:
1. hue - the colour quality and name of the colour
1. hue - the colour quality and name of the colour
2. saturation - is purity of light, the more saturated, the more intense the colour
2. saturation - is purity of light, the more saturated, the more intense the colour
3. brightness - is the amount of light present
3. brightness - is the amount of light present
You might recognise some of the terms above if you have ever used any photo software, such as Adobe Photoshop Express or your smart phone's built in photo editing software.
You might recognise some of the terms above if you have ever used any photo software, such as Adobe Photoshop Express or your smart phone's built in photo editing software.
try an online colour wheel
try an online colour wheel
Canva has a really cool online colour wheel tool that helps you visualise the different combinations of colours available, what looks good and the different design options. This is a great way to see whether your ideas will work, and also whether they will appeal to the masses. Our Zeus Hub Studio team recommend that when you design your brand, you try to depersonalise the process as far as possible.
Canva has a really cool online colour wheel tool that helps you visualise the different combinations of colours available, what looks good and the different design options. This is a great way to see whether your ideas will work, and also whether they will appeal to the masses. Our Zeus Hub Studio team recommend that when you design your brand, you try to depersonalise the process as far as possible.
colour emotion guide
colour emotion guide
