Color communicates. It can provide direction and clarity. When language fails color can offer valuable associations with people, places and things. Fire engine red. School bus yellow. Midnight black. Sky blue. Simply reading those color names evokes distinct feelings. Color induces subtle emotions, and elicits powerful responses. Because color’s impact is so profound, its role in design and branding is critical.

Over time, thoughtful and consistent use of color becomes emblematic of a brand and can be as powerful an identifier as the corporate name and logo. The effects are profound. Consider the iconic green and yellow of John Deere tractors and farm equipment that is so woven into the fabric and history of the heartland it’s almost as American as red, white and blue.

If color is communicating on behalf of your brand, what is it saying? The truth is, different things to different people. Though we all see the same colors, we interpret and remember them through the lens of our varying experiences. Plenty of people don’t like red for a car – even a Ferrari. Ultimately, color is subjective. So, what do you do when considering color options that will represent your business? Start by keeping these tips in mind:

Select a color you can own

Be it red, green or periwinkle, consider a color unique to your industry. Color associations increase brand recognition and build brand equity. A distinctive blue box confirms that it’s no ordinary item inside, but a Tiffany item. The difference in perception is significant, before the box is even opened, and the gift revealed.

Consistency is king

Whether in print, on screen or fabric, your palette should be consistent. Your logo should appear the same color on your business card as it does on your signage or the embroidery on a uniform. Coca Cola red is never Coca Cola reddish-orange.

Consider the impact of technology and production processes

Electronic file formats affect color in different ways. A CMYK .eps file set up for printing does not treat color the same way as an RGB .jpg file intended for onscreen graphics. Variations will also occur between process printing and spot color printing. Differences can be significant – and care must be taken.

Consider the costs

Distinctive colors, and color themes, can be had by utilizing commonly available resources. The Pantone Matching System (or PMS) is the industry standard for printing, and provides a broad spectrum of colors. Resources like Pantone offer economical options that are easy to reproduce consistently.

Go with a pro

When you need help developing a corporate color palette, and implementing those colors across your brand, call us for help. We can assist you with the complexities and nuance of visual communication – as well as navigate you through production obstacles to ensure accuracy and consistency.

To learn more about communicating with color in your design and branding call us at (561) 596-9071 today or contact us via email.