03 May The Importance of Color in Visual Identity
Color is one of the most important aspects when designing your logo or creating your branding. Choose your colors thinking on your products or services and the image you want to project to your clients. Here we show you some key aspects of the importance of color for your business identity.
COLORFUL HUMANS’ WORLD
How does the eye catch the light and then the brain translates it into visual images? Eighty percent of human’s senses are occupied by visual perception. This means that visual communication is very important for a global society. A visual world means that most human activities, like the economy, fashion, marketing, relationships, etc., are based on visual influences.
One of the major psychological influences in the visual world is color. People can feel happy with a bright yellow color or feel calm with a blue, and depressed with grey tones. Visual perception gives us the gift of having a world moved by color. In branding design, color represents a powerful tool for communication. Good use of a color set can attract people and let them know exactly what the brand is about. It’s important to know how to choose the color that best represents your corporate identity.
LOGO AS YOUR REPRESENTATIVE IMAGE
No matter if you’re an entrepreneur or an experienced company, the visual identity needs to highlight the values, products, ideas, and personality of your brand. The foundation of your brand is your logo and what makes your business grow is the visual coherence of your corporate identity.
Your logo tells the customer what to expect from you, your brand tells the world who you are and who you want to be. Not only forms, figures, and typography communicate who you are, but color also represents you. It is possibly the most significant identifier of the brand and gives personality to your logo. It differentiates what you offer from other competitors.
PSYCHOLOGY OF COLOR
A logotype’s color has a big influence on customers, it can also have an impact on the success of products. For example, imagine Coca-Cola’s logo in a calm green instead of its strong red and white contrast. Would you feel attracted to this product in the same way? Probably not, because it doesn’t have enough visual power. Color is the visual element that gives strength and coherence to brands.
Logo colors not only identify your company but also go deep into people’s minds, so they can remember the brand and have a feeling about it long after they see the product.
When designing the logo, think twice about which colors could represent your brand. It must be related to the business area of your products or services. For example, if your company sells technology, you should use colors globally associated with it, like different tones of blue, grey, black, white or a combination of them.
COLORS GIVE PERSONALITY
Do not choose colors just because you like them. Colors should characterize your company values or your brand personality. Remember they will represent your business area and they will appear everywhere (website, business cards, stationery, social media, print advertisement, product labels, and more).
Also, the way you use colors in branding can define a specific style. A set of plain colors are clean and minimalist. Nowadays, some color degradation and tint overlapping are modern. Plain shade effects can bring to your logo another visual dimension. It always depends on what you need to show and how you want to be seen.
Think about your logo and which style is the most appropriated to you and your business. At Design106, you can find an expert logo designer in our team who can professionally guide you to create your brand and build up your business dream.