If you are launching a new business or, brand or if you are refreshing an existing one, there are 3 main factors which can shape the way your brand or corporate identity, is perceived visually.
1. colour
2. typology (font)
3. graphic design (logo or wordmark)
Understanding what your branding choices will tell your customers about you is as crucial as it is deciding what you want to tell your customers about you in the first place. Once you have established 'who you are' being able to represent this 'visually' is paramount. Of the 3 elements, colour is the major factor, because it also 'colours' the other 2 aspects and will be applied in every situation that your brand appears.
HOW TO USE COLOUR
Colour is divided into three primary colours: red, blue and yellow. When viewed as a colour wheel these are further subdivided into a total of 16 equal segments, from which you can create every color possible by using different combinations of different quantities of the 3 primary colours.
To be able to create a successful brand identity it is as much the combination of colours which you choose as it is the first or main colour selection and it is this palette which will reflect your business.
MONOCHROMATIC - not referring in this context to black and white, a monochromatic choice for colour combinations uses different tones of one of 16 colour segment such as a selections of reds from solid red throughout to almost black. Monochromatic palettes are a clean and sophisticated choice.
COMPLEMENTARY - uses colours from segments directly facing each other across the wheel for example bright orange and royal blue, these are 'opposite' colours in the spectrum. They create bold and eye-catching combinations.
ANALOGOUS - uses colours from two or more adjacent colour sections such as yellow, orange, red. This is development of the monochromatic concept and can be very powerfully subtleTRIADIC - uses three evenly spaced colour segments from the wheel , like the spokes of a bicycle, the most basic example of which are 3 primary colours used in combination, red, green and blue.
BLACK & WHITE - White light is a combination of all the colors of the spectrum ( the tiny dot at the centre of the wheel) and black is the absence of all light. It is possible to have an entirely black and white 'colour' scheme which can be very striking however these are not strictly 'colours' so often they play supporting roles.
GREYSCALE - it is also possible to choose shades of black & white as your corporate 'colours' but generally a greyscale pallete is one which is added to your brand identity to describe how your fully coloured brand shown appear in the event that your corporate material needs printed or displayed in black & white.
What colour is your business?
For more information about how to BRAND or REBRAND your business, please contact us at hello@puddingcreative.com
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