A Designer's Guide To

Branding

And Colours

Whenever you are setting up a company, there is much to think about.

Choosing your corporate colours might seem like a frivolous way to spend time which could be better spent speaking to bank managers about credit facilities, finding a reputable accountant or finance manager, and lining up customers to increase trading figures, but your colour scheme and your branding are important elements to starting or rebranding a business - perhaps more important than you realise.

Why Is Colour So Important?

Colour is important because it has an impact on our mood: the ancient Egyptians began what might be considered the first studies into colour psychology. Our reaction to colour is instinctive: we cannot control it, and it's this powerful response that has seen marketing and graphic design pay such close attention to choosing not only the right colours but even the right shades, in order to make the exact impression that they desire.

Corporate colours are important because they very quickly become synonymous with your brand. You might not realise it, but changing your corporate colours - even if your products and services all remain the same - can put you back onto the starting blocks as far as consumer awareness goes.

If they are accustomed to associating your product with, for example, a yellow and black colour scheme, then they will not readily make the association should you change your colours to green and blue.

Instead of thinking 'The name and the products are the same, this must be the same company with a little rebrand,' human nature dictates that they will think instead, something like, 'Oh, this is very like the product I got from that yellow and black company, and it is of equally good quality. I will use this company's product and that company's product.' In short, instead of making the connection that they are the same company, the brain will insist that they are different offerings - no matter how alike appear to be.

Choose Wisely - And Sparingly

It can be tempting to include all your favourite colours, or all of the primary shades, but try to pick only two or three colours for your brand. Too many colours can make your logos and printed items, such as membership cards or other plastic card printing, seem confusing. Opt for more unusual or quirky colour combinations as this will give your brand a unique look.

For example, red, white and blue is a great colour combination, but it's somewhat overused these days - give yourself one minute to think about everything that comes in those colours and you will quickly see that it is a well over-subscribed colour scheme.

Where To Use Your Chosen Colours

What sort of things should your corporate colours and branding be used for? Just about everything is the short answer. Your products might need to be serviceable steel or chrome, or black, or transparent, but your labels should reflect your brand. Labels, packaging, invoices, receipts, your buildings and even your vehicle fleet should boast your logo or be designed in the company's chosen colours.

But you can go even further: these days, printing costs are coming down and printing techniques mean that almost everything can feature logos, images, or be made in almost any colour that exists. You can even issue your staff or visitors with custom printed lanyards that will give everyone a wonderfully uniform look while ensuring that security is maintained. Lanyards can be smart-printed to allow access to relevant areas or entry into events, whether it is a one-off or an ongoing feature of your business.

For more information about our plastic card printing and custom printed lanyards and how we can help your business, call us today!