When it comes to brand recognition, most people think of a great logo or even a catchy slogan. But what about colour? In truth, it’s one of the most important elements of branding. However, far too often, it’s overlooked.

In this post, we’ll discuss the importance of colour for your brand and how you can ensure your business is recognised for its clear, consistent palette!

Colouring by numbers

Does colour really matter for your brand? The answer is yes. Printing company Xerox have put together a powerful set of statistics that show just how much of an impact colour can have.

To start with, the inclusion of colour increases readers’ attention by 82% and makes an impression that is 39% more memorable. It also boosts readership by 80% and improves the retention of information by 78%.

But here’s the best bit when it comes to branding. Colour can improve brand recognition by as much as 80%. When it’s used consistently and effectively, the mere sight of your brand’s colour (or colours) can get consumers thinking of your brand, values or even your USPs.

The result? Research suggests that colour can help you sell up to 80% more. From print marketing and emails to the colours used on your products, the right colours in the right places will ultimately boost the bottom line of your business.

Top examples of brand colours

There are countless brands that use colour to great effect. Think the dark blue / light blue combination of PayPal, the red and orange circles of Mastercard or the green and yellow of BP.

When you’re driving down the road looking for somewhere to fill up and you see a big green canopy at the roadside, you don’t need to wait until the letters ‘BP’ are visible to know that it’s a place you can trust for your fuel.

The same is true when you’re ready to pay for your order online. The PayPal blue or Mastercard orange gives you instant reassurance, connoting a sense of security, trust and efficiency.

On the other hand, there are plenty of brands that don’t do too well with colour. While we’re not going to name names, you can test their effectiveness yourself simply by thinking of a brand. If you can’t name the colours used by that brand in a matter of seconds, they’ve probably not ticked the box when it comes to colour.

How to make colours work

Here are some simple steps you’ll need to take to get your brand’s colours right:

  • Choosing colours - The first hurdle is to choose the right colours for your brand. Think about the meaning behind colours, with green hinting at an eco-friendly vibe, or red suggesting danger, for example.
  • The number of colours - Remember that too many colours make it difficult to create a strong association and recognition. Stick to three or less and consider how they complement or contrast one another.
  • Using them - The next step is to use colours. Your brand colours should be present to some degree on every document, web page and product package. Just make sure you don’t overdo it – nobody wants an invoice sent on bright blue paper!
  • Staying consistent - Above all else, keep things consistent. Your brand colours should be the same across the board, with no exceptions. The same applies to the way you use them, whether it’s the amount of each colour used or the positioning of coloured graphics like logos.

Get colour right with digital asset management

Digital asset management (DAM) is the key to consistency for organisations in any sector. It provides a central repository for digital assets (with the right colours) as well as brand guidelines to keep everyone on the same page.

Give people the right colour codes for the exact shade, outline how colours should be used in designs and help your team get colour right across the board for better brand recognition.

To find out more about how the software works, simply contact us to book a one-to-one demo with the DAM experts at iBase.

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