Colour is the very basis of marketing. Since the beginning of humankind, colour has been a deeply valued communicator. Blue skies mean no rain, green means a forest full of food and red means danger. Colour in marketing is just as an effective tool as it was in nature. Colours evoke emotion at our core, allowing you to display a brand message in the very subconscious of your audience. Here at Wildfire Marketing we believe colour to be one of the most powerful tools at our disposal in design. Learn why we here at Wildfire, the number one SEO & Digital Marketing agency in Leeds, value colour and colour consistency so greatly.
Colour Recognisability
Every major brand, from hospitality to social media, has a clearly defined and instantly recognisable colour scheme. These range from 1 to 4 colours and are immediately associated with top brands. Giving your brand a set of colours to latch on to and make it’s own is the kind of marketing that separates the giants from the middlemen. Just look at this example.
A sense of cool and modernity. Engaging and welcoming. While many may consider it a façade in the modern era, it is quintessentially and undeniably Facebook. From just two colours, they can be recognised. Genius!
Younger readers will have got this one immediately. A fashionable and modern yellow, cut through via striking black. With a splash of white to bring the contrast together, you have a defined yet inviting brand palette that’s perfect for the de-facto social media of the younger generation: Snapchat.
A combination of colours, each with their own meaning, brought together presentably with their own unique style. Google mastered the importance of colour in marketing way back in the early days of the web, which has paid dividends as they become the monopoly they are today.
How do brand colours become recognisable?
In the simplest of terms: inviting and evocative colour brings people in, consistent usage across your online presence solidifies the presence of your palette, and recognition cements its place as an iconic scheme.
This means you have to balance three very different concepts.
- Your colours must be unique and striking. You must stand out from the rest of the crowd, evoke the emotions your brand embodies and create something truly recognisable.
- Your colours must be accessible. Yellow and green might stand out, but reading a blog like this with yellow text is going to turn customers away. To reach your audience and allow them to easily engage with you online, your palette must be easy on the eyes for long periods.
- Your colours must be consistent. Everywhere your business goes, your branding must follow. This means absolute consistency, so no subtle shades that may not show up in printing or are out of the sRGB range used by most screens. As aforementioned, a palette of around 4 colours is ideal for replicating across all channels.
How to get your brand colours recognised
As long as you’ve met the criteria above, having your brand recognised is all about consistent design. Every aspect of your digital and physical presence must adhere to your brand’s scheme. In the era of material design, simplistic and flat colours are all the rage – so let your colour do the work in your branding over complex scenes and shapes that will be hard to replicate everywhere your business is seen. As long as you are consistent, your branding will grow alongside your business.
To ensure your brand colours are adhered to across your online presence, you need the no.1 SEO & Digital Marketing Agency in Leeds. We will ensure you have the best and most consistent online presence across every channel, with careful consideration for design and the emotions it evokes. Contact Wildfire today for the online presence your business deserves.