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THE BRANDING LAB PODCAST
THE IMPORTANCE OF COLOR IN BRANDING
By Yvonne Ivanescu
Is color really that important in branding? According to this week’s guest, Alison Engels, YES it is. In fact, according to research compiled by Colorcom, consumers “make a subconscious judgment about a person, environment, or product within 90 seconds of initial viewing and that between 62% and 90% of that assessment is based on colour alone.”
DID YOU PUT A LOT OF THOUGHT IN YOUR BRAND COLORS?
Alison Engel is a quirky creative designer with a deep unfiltered love for typography, layout and web design. Her background is in personal fashion styling, but when she decided to return to her graphic design career, she wanted to bring in those principles of personal styling and merge the two worlds together.
In this episode, Alison and I talk about colour theory; the overlap between branding and personal styling and why she chose her particular brand colors when launching her vegan delivery app, eat.life.
PERSONAL STYLING & BRANDING 👗🧢
When designing a brand, every element has a purpose and the color or the images you use, they only need to leave the person wanting more of you. For example, when you go home at the end of the night, after attending a party, you’re probably thinking about the people you met. And in that cause, you are probably remembering specific details.
You’ll probably remember that guy who wore a really quirky shirt, that girl whose glasses were really cool, or, that person with the bright and quirky hair. If you translate that into branding, it’s exactly the same. You want people to remember you and to take away something from their experience with you. You want to stick in people’s mind because they remember certain things about you and your business.
Today we are constantly bombarded with advertising on a daily basis, so you really need to capture and keep a person’s attention.
COLOR THEORY 🟩 🟨
As outlined by 99Designs, color theory “is both the science and art of using color. It explains how humans perceive color; and the visual effects of how colors mix, match or contrast with each other. Color theory also involves the messages colors communicate; and the methods used to replicate color.
There are many sides of color — cultural, religious, personal and even emotional. Colors can spark an emotion response, so when you are choosing your particular brand colours, it is important to think about the type of emotional response you’d like to your target audience to feel when they see your brand colors. And if you tie that back to the styling aspect, it’s all about being remembered.
Known no one remembers the boring ones. No one remembers the Plain Jane. You need to be remembered and your brand needs to pop. You want to pop on the screen or pop on the page when someone is scrolling through Instagram, for example. So if you think about colors,
And the truth is that each color can represent something different. There are three primary color/emotional categories to consider when selecting colors for design in marketing: warm, cool, and neutral.
➡ Blue, greens, and purples are colors in the cool category and typically evoke emotions of professionalism, authority, and trust. This is why many corporations and financial institutions select cool colors in their branding.
➡ Neutral colors are often used as secondary colors in branding or design. These colors include white, grays, browns, or black and can be used to “tone down” colors that may otherwise feel overpowering.
➡ Warm colors like bring emotions of joy, happiness, energy, and heat.
Let’s take the example of 🟥 🟥 🟥 — it’s quite a fierce color. It’s powerful. It is the color of blood and fire. The color is often associated with meanings of love, passion, desire, heat, longing, lust, sexuality, anger, danger … you get the point. It’s kind of important. And if you think about it in a real-life situation, you think about red carpet events. So if someone’s rolling out that red carpet, you know that important people around — instantly you’ve got an association.
But let’s look at the cultural significance of red. In China, culture red represents joy, luck, and happiness. So that is where the spiritual and cultural aspects of color come in. In real life, a lot of brands use red in their branding: Netflix, Youtube, Virgin Airlines, and the American Red Cross.
Brands should also be wary of color pairings. Red-white, for example, evokes medical-related imagery, red-green is all about Christmas and red-yellow are the go-to colors of McDonald’s’.
In the end, it is important that you think about yourself as a brand, while also putting yourself in the shoes of your target market. Your brand needs to obviously attract your target audience. If you think about it in fashion terms, your vibes attracts your tribe.
CHOOSING COLORS FOR EAT.LIFE 🍓🤤
eat.life is the world’s first vegan food delivery app.
It is a new concept in today’s kind of world. You’ve got your key players, you’ve got your Uber eats, you’ve got your Glover, but nothing like eat.life exists out there. So when founders Alison and Craig decided to launch their business, they wanted to stand out — to get noticed.
So the colors that they chose, might not be the kind of colors you would imagine when you think of vegan food. You probably thought green right? Well, the colors of the brand are yellow and black. Why? Well because of what those colors represent.
Branding is all about telling a story, and with those colors, Alison wanted to tell a story that was cheeky. Eat.life is meant to be a disrupter — edgy, slick, strong, and cool. They wanted to create something that would disrupt the market and go against the norm.
So they eschewed the typical colors that are often paired with words like healthy and vegan. Instead they chose black and yellow. Why? First off there is a bit of rebelliousness to black. It’s also got that kind of an underground feeling, and that’s exactly what eat.life is. It’s kind of more the rebellious kid on the block. It’s a little bit more underground and the smaller player. But small doesn’t mean I’m less effective. Then there is yellow. Yellow was choose because it is bold, energizing, playful and happy. It’s all about good vibes.
In this way Alison
MORE FROM THIS EPISODE 🎙 🎧
Alison and I talk more about color, understanding that there are a number of things that you need to figure out before you move on to your brand identity and also talking about the importance of mood-boards or vision boards in crafting your visual identity.
Hit play on the episode above for the full conversation on marketing, messaging and more as we step into a new year.