Color Yourself Successful

Because Color’s Impact Is So Profound, It’s Role In Design And Branding Is

Critical.

Color communicates. It can provide direction and clarity. When language fails
color can offer valuable associations with people, places and things. Shamrock
green. Fire engine red. School bus yellow. Midnight black. Sky blue. The mere act
of reading those colors evokes distinct feelings. Color induces subtle emotions,
and elicits powerful responses. Because color’s impact is so profound, it’s role
in design and branding is critical – and can achieve extraordinary results.

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. Automotive
icon Enzo Ferrari once said of his namesake sports cars, “It’s not a Ferrari if
it’s not red”. And, of course, Ferraris are no ordinary red, they’re Rosso Corsa
(race red) – the official Fédération Internationale de l’Automobile designated
racing color of Italy. With one vivid stroke a single color identifies the company
and products, symbolizes their raison d’etre, and creates an emotional connection
with an entire nation by embodying it’s proud racing heritage. The effects are
profound. Ferrari is one example of many leading global brands that have utilized
the associative and emotional impact of color to create an advantage. Think UPS
brown, or Tiffany & Co. blue.

So, 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. What
some view as a lovely yellow ocher others may view as, well, vomit. And, despite
Enzo’s assertion, 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:

1) 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 bauble inside,
but a Tiffany bauble. The difference in perception is significant, before the box
is even opened, and the gift revealed.

2) Understand cultural significance: Color connotations vary greatly among

disparate cultures. Be aware of variations and both positive and negative
associations. For instance, in the United States white symbolizes purity, as in a
wedding gown. However, in many Eastern cultures, white connotes death and mourning
– a potentially valuable bit of information if you are expanding into Asian
markets, or targeting an Asian demographic.

3) Consistency is king: Whether print, pixel or paint, on paper, 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.
Corporate colors are sacred. Coca Cola red is never Coca Cola reddish-orange.

4) Understand 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.
Coated versus uncoated papers, and even gloss versus dull finishes can completely
change the complexion of color. Differences can be significant - and detrimental -
if care is not taken.
5) Consider the costs: Mixing a truly unique color from scratch can surely produce
one-of-a-kind results. However, the cost of reproducing the color for all
applications can become expensive, and custom mixes are often difficult to manage,
and more likely to result in errors. 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.

6) Once you own it, really own it: Protecting a distinctive color is as important
as protecting your logo, slogan, or other visual elements of your brand identity.
Trademarking your color(s) will shield you from copycats seeking to infringe upon
your brand equity. A Color Trademark protects colors used to perform the trademark
function of uniquely identifying the commercial origin of products or services.
The UPS brown, for instance, dubbed Pullman Brown, was trademarked by the company
to prevent competitors from applying it to their branding.

7) Go with a pro: When developing a corporate color palette, and implementing

those colors across your brand, work with a professional graphic designer. A
competent designer will be proficient in color theory, and be able to assist you
with the complexities and nuance of visual communication - as well as navigate you
through production obstacles to ensure accuracy and consistency.

© Ken Peters. All rights reserved.

Ken Peters is the owner and Creative Director of nationally acclaimed Nocturnal
Graphic Design Studio LLC, a Phoenix-based strategic branding firm specializing in
brand development for companies of all sizes in all industries worldwide.
www.nocturnaldesign.com.