The application of colour in branding is more than just a creative concern. It is not something that should be based on a whim (I want my logo to be red because red is my favourite colour!) or a design look (green is the colour of the year!) with no regard to the implications the choice of colour brings. Colour is not just a design element as some business owners and graphic designers tend to believe. The right application of colour can connect a brand to its target market, can communicate much more effectively than the logo form and can determine whether a brand can be trusted.
Often, the application of colour to logo design and branding results in a passionate discussion between opposing points of view. One side believes colour and persuasion, or even a call to action, are intricately linked. That red makes you bold, yellow makes you happy and green makes you health-conscious. The other side believes that colour is too dependent on “personal factors” like age, gender, state of health, upbringing and culture to be categorically “boxed”. They argue that colour can mean many things to different people across different cultures. That while white is a colour of purity in the Western world, in China it is a colour of mourning. And while red is the colour of purity in India, it is the colour of mourning in South Africa.
Whether you are for or against either of these two opposing views, that is not what this article is about. It is about the common thread these opposing views share: How to choose the right colour for your brand?