Thursday, 6 November 2008

ReBrand by Color Branding – What color are you?

Life is full of colors
Yes we all know… then what? Color branding a simple concept when effectively used can differentiate your Business from the crowd in astronomical measures. The mere thought of your pet color will make people think about your business, product, and service. There are many business around the globe that focus on color for example IBM – the big blue, Kingfisher airlines – RED, Google – Blue + yellow + red + green in its logo(It has used eye catching colors to grab attention & colors that creates excitement, fun).

Effects of color

  • Test takers score higher and weight lifters lift more in blue rooms.
  • Blue text increases reading retention.
  • Yellow evokes cheerfulness. Houses with yellow trim or flower gardens sell faster.
  • Reds and oranges encourage diners to eat quickly and leave. Red also makes food more appealing and influences people to eat more. (It is no coincidence that fast food restaurants like Mc Donald’s use these colors.)
  • Black clothes make people look thinner.
  • Black on white is the easiest to read, on paper, and on computer screens.(Most of the content on the web will be in the same color pattern)
  • The most visible color is yellow.
  • The most legible of all color combinations are black on yellow and green on white followed by red on white. Used in street light signals all over the world.
Successful Color Branding Implementers

Steps to incorporate Color Branding
When you are going for color branding initiatives then it is good to go for professional help rather than mere intuition since there are many legal pros & cons involved in it. I am not here to scare you by saying this, but a professional help will do no harm at a little extra cost as compared to the benefits your business will receive by color branding.

Step 1: Study the competition and research on the color branding initiatives they are taking. Learn the legal implications of color branding. Watch the impact of the color on the competition customers, how they respond, why they respond, how customers perceive the color, what characteristics the competition color stands for.

Step 2: Finalize the characteristics your business brand intends to showcase. For example if it is a cargo business then you can keep “Always on time”, Hard working, etc as the characters of it, again it may differ from business to business. Finalizing the characteristics is the business call.

Step 3: Take professional help to work upon the competition color branding research & choosing own color branding scheme. Select the color that you feel will represent your business characteristics. Make sure that color is not taken by any other business worldwide. Of course it is a tricky thing to do but some professional help will not harm after all the returns are huge in the long run.

Step 4: Try to use the color for the company logo first then slowly creep the color in web sites, online presence even in the online advertisement you are focusing. After coloring the online media, include your brand color in the physical space, office buildings, office buses, transport, even to the office employees if it is possible. There is a catch here you can not go out & make all the employees wear your brand color clothes if you are in a Law/Consulting firm. Common sense is the base line when we go for color branding initiatives.

Step 5: Do the color branding where ever you can capitalize it, in Job fairs, stalls, exhibitions, student campaigns etc. The whole world is open for you if you just use the stuff between the ears for color branding. The gain of color branding is immense if perceived in a professional manner.

The above steps can be effectively used to make the best profits from color branding. Again the same questions pops in your mind. “What is my Color”.


Jithesh said...

I have an interesting situation to share. As part of a Enterprise Portal Development which had to include an application which helps the users carry out some work, I encountered a problem which creeped up due to Brand Color choice. The client had a brand color which had a pure red (#ff0000). The red was good for them to showcase their corporate website, now when we developed an application which had to belong to the brand, we had to use this color again for different UI components, the issue is when you have an application which does validations on operations and user data entry the errors are also highligted in red. From an usability perspective, it will be very difficult for users to identify errors vs brand components. We proposed the solution by including new colors which belonged to the gray color palette and also included black, they were receptive of these shades since i dint affect the Corporate brand style. So i guess again choosing red to stand out as a brand can put you in trouble if your products would need alert patterns.

YellowSub said...

While color is important and leaves a strog mark on the brain, it usually is ephemeral and is not lasting unless it is corrleated and juxtaposed with strong narrative. Consider "What can Brown do for you?" is for UPS.
Sometimes the narrative is not even in words - the batik prints from the Sarong Kebaya of the Singapore Airlines girl is on the SIA website. That is a narrative that doesnt use words - but you can correlate. The Apple- Bondi Blue is a weak narrative, however, in Apple's initial days' thats the only color (apart from white) you got exposed to - so you might call it the Apple Aquamarine if you wanted - and have a strong narrative there.
Most corporate identities and visual branding have attractive colors and pretty good visual design but lack in narrative.
MindTree - has a strong narrative, can you identify a few more?