When producing fabric banner stands one of the essential decisions is the selection of the brand colours. It may be just a background to your exhibition stand or your key speaker; however, the colours in this banner stand should speak of your company values. This same colour should travel across your company assets, whether it is the website, the packaging or at the top of your letters.
Research shows that 85% of consumers believe the colour is the biggest motivator when choosing a product. 92% say the visual appearance is a significant factor in a marketing campaign.
But how do you select the right colours for your brand? If it is so vital to the presence of your company in the market, how can you make sure you get it entirely right?
All the brands you remember didn’t come across the colour by chance. Coca Cola chose red because it was energetic and vibrant and matched the ethos of the brand. They had a clear idea of the goals of the brand, and they knew their target audience. They needed a vibrant primary colour as most of the customers were going to be young.
Therefore, an important starting point when choosing your brand colour is to be clear on your company ethos.
Imagine logos from some of the top tech companies. IBM, Facebook, HP and Intel are all surprisingly similar. There is a blue lettering on a white background. This suggests there is some smart thinking behind this choice that works in the mind of the customer. Blue is a relatively passive colour. It is often used when selling a tool that is actively used by the client. Also, blue has connotations of freedom, trust, progress and intelligence.
You might think this is an issue of chicken and egg. Tech companies favour blue and white, therefore the connotation of the colour links to the history of its use. As people link blue with Facebook and HP, other companies step on the coattails of these more prominent companies – and why wouldn’t you?
Understanding colour psychology can help you evoke emotion in your customer. On a basic level, here is what some of the colours might suggest to your audience:
If you are trying to inspire an ethos of calm and responsibility, you would want to choose blue or green. However, if you’re going to appear more energetic and creative, then reds and purples would be a great choice. Take a look at how many chemical brands use the colour green – to persuade us that this is a product friendly to nature.
Although consistency is a cornerstone of branding, sometimes genius comes from doing something unusual and different. The unexpected move can raise your choice as a talking point. Look at Heinz who release green ketchup and increased sales by a record for the brand. Think about the knowledge of the customer; this shows – kids love ketchup – kids love goo… goo is green, make ketchup green too.
Once you hit upon your colour, you need to stick with it. However, there will come moments when you want to experiment with your colour palette.
Before you settle on your brand colour, look at what your competition is doing. You need to see what they do with their brand for two reasons: you need to compete, and you need to stand out. You don’t want to go against your brand ethos just to avoid clashing with your competitor. You equally do not want precisely the same tone. You need to find your unique combination.
A final tip is to those who are still looking to create a company colour scheme. You can experiment with your palette by creating a mood board. This is a tool for discovering the exact shade you want. You will place multiple colours together that will give you an idea about the mood and emotion you can evoke. The suggested ratio is 60:30:10. Your brand colour should be 60% one colour, 30% a second colour and 10% of an accent colour.
This is an exciting process, as you are working on your company identity. Do not skimp on your attention to colour.
James Birch is the sales and marketing manager at Colour Graphics. He is an expert in quality printed marketing materials
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