February 23, 2024
Branding Colors

Colors are a very important element in the construction of a brand sign. But before choosing it, the brand must be built and that is why we must talk about branding.

What is branding?

Have you ever heard of branding? Branding in marketing refers to the process of building a brand, in which the assets that make up the brand are strategically integrated, influencing its value and its link with the consumer.

A brand in general is made up of the following assets: a symbol, name, color, and typography, which act together and achieve synergy to communicate the meaning of your business.

Branding is then the process that gives birth to a trademark sign and aims to position it intelligently and attractively in the minds of consumers.

Branding then involves design, positioning, and the relationship with the consumer. This last aspect is fundamental because it will be what marks its success or failure.


How to choose the color for your brand?

Color is one of the assets in the creation of the brand, which is why it plays a transcendental role in its life. Color, in its epistemological sense, refers to a physical phenomenon by which, through the sense of sight, we perceive light stimuli that impact our brain and are interpreted in this way.

Colors identify, transmit feelings, and have meanings, but that does not mean that everything is written and defined; In the world of creativity, everything is possible.


The functions of color in a brand

During the construction of your trademark sign, the color must be thought about the purpose of your brand, the values, ​​and beliefs that identify it, in connection with the product or service that you are going to market, and with the public you want to connect.

It helps identification when it acts in conjunction with the graphic brand, that is, together with the other assets that make it up. Color alone does not convey ideas and feelings.

What we mean is that although it is important to know about the psychology of color and what each color transmits, color in isolation (out of context) does not represent an idea, but rather does so in relation.


Color prejudices

The color red can express love and passion, but it also communicates alertness and fear. So it is not that every time we see a red element we think or connect with those emotions.

We live in changing, revolutionary times, and from creation, it is possible to change, transform, and captivate the audience. Consumers are increasingly demanding modern brands that they fall in love with.

Product color coding is not as widespread as we think there is a lot of bad press about it. Not all women’s products need to be pink, nor do all disinfectants need to be presented in yellow packaging. This is a cultural use of color that can hinder an opportunity for your brand to differentiate itself.

The uses of colors change over time, as fashion changes. And that is why it is important in this creative process. We are flexible and adaptive to build the identity that your brand deserves.

Don’t forget that there are no prohibited colors. The key point to achieving successful branding lies in studying which color best suits your brand. Do I use yellow like the competition or do I differentiate myself?


Some recommendations:

Before we leave we want to give you 3 recommendations to open your mind and free yourself when building it:

  • Do not discard colors due to uses and customs.
  • Do not dismiss its color because of its universal use, because for it to acquire meaning it must be analyzed in context with your brand’s proposal in operation.
  • Different colors within your category open the possibility of differentiation.

Creating a brand is a process. It requires planning, and undoubtedly specialized professionals to communicate your values. Professionals will be able to communicate the essence of your brand, and above all connect with your audience.

Contact us at Digital Specialist, if you need more help and information for building your business brand.

Leave a Reply

Your email address will not be published. Required fields are marked *