What Role Does Colour Play in Brand Identity?

Colours play an important role in branding of your product. Apart from adding an aesthetic appeal to your product, it makes your product more meaningful.

We have different types of clients coming to us for their product and event branding. At the start of the project, we first identify the most suited colour for the client’s product. It may seem that selecting a colour is no big deal but we consider this as the most important step in product campaigning.

Before laying down the project plan for our client, we first brief the clients regarding the importance of colour selection and how it plays a cognitive role in marketing of a product. We explain to our customers the meaning of different colours and their linkage with the psychological functioning in individuals. After that we try and understand how the client wants to position itself in the market and what is the message that our client wants to project to its potential customers. Through this exercise, we are able to arrive at the most suited colour for our client’s brand.

Colour psychology is an interface between the product owner and the customer. It helps the product owner or the event manager to portray the intention or the purpose behind their product and the value that it is going to add to the customer. Thus, it is very important to understand different dimensions relating to devising a colour code for a product or an event promotion. Colour designing is done as per the image that the product owner or event manager wants to portray about itself.

Various research studies have proved that outright judgments in fraction of seconds are based on the look and feel of the product and here is where the colour factor plays a predominant role. For example, blue colour is construed as the colour of the intellect, trust; Red is associated with strength, power, determination as well as passion, desire, and love; yellow is associate with joy, happiness, intellect, and energy.

Some products can have an exclusive clientele or a mixed demographic client i.e. if the product is meant only for kids and not for adults, one has to think about more fun loving colours, if it’s about people in different age categories consuming the product then we have to have a colour or may be a mix of colours wherein different sets of people are able to identify with the product.

While some products have an exclusive clientele others have customers from mixed demographics. Thus, this makes it quintessential for us to study the product or the event thoroughly and then devise a colour code for promoting the product or event through the various banners, email templates and other communication medium.

Using the colours prudently also helps to differentiate the products from the existing products or  competitors. Thus, it’s not just about selecting a colour or a combination but attaching a meaning to your product through the best colour code.

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