Description
This presentation that includes colors as brand elements.It takes examples of various colors identifiable with various brands e.g. Red with Coca Cola and blue with Pepsi.
Brand Elements: Colors as identity
Brand Identity: The Importance of Color
Color is an important consideration in your brand identity system. Colors have a significant impact on people’s emotional state. They also have been shown to impact people’s ability to concentrate and learn. They have a wide variety of specific mental associations. In fact, the effects are physiological, psychological, and sociological.
For instance: •Non-primary colors are more calming than primary colors.
•Blue is the most calming of the primary colors, followed closely by a lighter red.
•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 almost always use these colors.)
•Pink enhances appetites and has been shown to calm prison inmates. •Blue and black suppress appetites. •Children prefer primary colors. (Notice that children’s toys and books often use these colors.) •Forest green and burgundy appeals to the wealthiest 3 percent of Americans and often raises the perceived price of an item.
•Orange is often used to make an expensive item seem less expensive.
•Red clothing can convey power. •Red trim is used in bars and casinos because it can cause people to lose track of time.
•White is typically associated with cool, clean and fresh. •Red is often associated with Christmas and orange with Halloween and Thanksgiving. •Red and black are often associated with sexy and seductive and are favored by porn sites. •Black clothes make people look thinner.
•Black is also associated with elegance and sophistication. It also seems mysterious.
Colors also have a functional impact on readability, eye-strain, ability to attract attention, ability to be seen at night, etc. This is important in choosing colors for signing, website pages, prints ads, and other marketing media. •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. •It is no surprise that most traffic signs use these color combinations. •Black on white is the easiest to read, on paper, and on computer screens. •Hard colors (red, orange and yellow) are more visible and tend to make objects look larger and closer. They are easier to focus upon. They create excitement and cause people to over-estimate time. •Soft colors (violet, blue and green) are less visible and tend to make objects look smaller and further away. They aren’t as easy to focus upon. They have a calming effect, increase concentration, and cause people to under-estimate time.
Have you ever considered the importance of color in branding? Coke is red. UPS is brown. IBM is blue. These corporations understand the proper use of color is vital to creating a positive image among consumers. Furthermore, color plays a huge role in memory recall. It stimulates all the senses, instantly conveying a message like no other communication method. Choosing the right dominant color for your brand is crucial. This color should appear on all your promotional materials, including your logo and product packaging. As much as possible, the color you choose should set you apart, work with your industry and image, and tie to your brand promise. It should also take into account color psychology, which is fairly complex. Colors can mean different things depending on the culture, situation and industry. However, in U.S. advertising at least, studies suggest some universal meanings:
Blue: Cool blue is perceived as trustworthy, dependable, fiscally responsible and
secure. Strongly associated with the sky and sea, blue is serene and universally wellliked. Blue is an especially popular color with financial institutions, as its message of stability inspires trust.
Red: Red activates your pituitary gland, increasing your heart rate and causing you
to breathe more rapidly. This visceral response makes red aggressive, energetic, provocative and attention-grabbing. Count on red to evoke a passionate response, albeit not always a favorable one. For example, red can represent danger or indebtedness.
Combination of Red and Blue
Green: In general, green connotes health, freshness and serenity. However, green's
meaning varies with its many shades. Deeper greens are associated with wealth or prestige, while light greens are calming.
Combination of Green and other Colors
Yellow: In every society, yellow is associated with the sun. Thus, it communicates optimism, positivism, light and warmth. Certain shades seem to motivate and stimulate creative thought and energy. The eye sees bright yellows before any other color, making them great for point-of-purchase displays.
Combination of Yellow and other Colors
Orange: Cheerful orange evokes exuberance, fun and vitality. With the drama of red plus the cheer of yellow, orange is viewed as gregarious and often childlike. Research indicates its lighter shades appeal to an upscale market. Peach tones work well with health care, restaurants and beauty salons. cheerful citrus fruit kids’ websites
Combination of Orange and other Colors
Brown: This earthy color conveys simplicity, durability and stability. It can also elicit a negative response from consumers who relate to it as dirty. Certain shades of brown, like terracotta, can convey an upscale look. From a functional perspective, brown tends to hide dirt, making it a logical choice for some trucking and industrial companies.
Purple & Lavender: Purple is a color favored by creative types. With its blend of passionate red and tranquil blue, it evokes mystery, sophistication, spirituality and royalty. Lavender evokes nostalgia and sentimentality. Pink: Pink's message varies by intensity. Hot pinks convey energy, youthfulness, fun and excitement and are recommended for less expensive or trendy products for women or girls. Dusty pinks appear sentimental. Lighter pinks are more romantic. energy (hot pink) feminine color products for young women romantic (lighter pink) products for girls ADS\Lux Dus Rupaiya.flv
Black: Black is serious, bold, powerful and classic. It creates drama and connotes
sophistication. Black works well for expensive products, but can also make a product look heavy. powerful “absence of color” expensive products
Multi-Color :correlates Technology, different from rest etc.
White: White connotes simplicity, cleanliness and purity. The human eye views white as a brilliant color, so it immediately catches the eye in signage. White is often used with infant and health-related products.
All the colors above can be categorized into two basic categories: warm and cold. In general, warm colors, like red and yellow, send an outgoing, energetic message, while cool colors, like blue, are calmer and more reserved. However, brightening a cool color increases its vibrancy and reduces its reserve. simplicity and purity (catches the eye) numerous (from brides to hospitals) health related products
Design Details
The images, shapes, typefaces and colors you choose to use in your logo will in many respects define your company. Thus, be sure to complete the required due diligence before coming to conclusions that "seem right." Here are a few suggestions that may be of help: - Simplicity works. Your logo should be a clean symbol that is easily reproducible. Stay away from logos that contain a lot of information, gradation or fine details; these will be more difficult for people to recall.
- Use color as an embellishment. A well-designed logo should look good in black. That doesn't mean you can't use color, but the color itself should not be relied on as the major design element.
- Study the science of color and typeface. If you choose to employ color in your logo, use the resources available to you to determine the appropriate color for your company. The same goes if a typeface is used in your logo; be sure the one you choose communicates the appropriate message.
The interesting thing about many of the most popular-and memorable-logos is that they don't all rely on the same element to generate brand awareness. The golden arches of McDonald's use color and shape; Apple Computer relies on an image; and Coca Cola's logo is typeface-focused. What this means to you is that you have some important decisions to make as you embark on the logo-creation process, and while there is no strict right or wrong, you must think about what you want your logo to say about your organization before coming to any design conclusions. Industry Guidelines
While there are no carved in stone rules relating to the types of logos that should be used by specific industries, some general guidelines do exist. At one end of the spectrum are high-tech logos; logos for service-oriented industries are at the other end of the spectrum, and business-to-business logos reside in the middle.
• High-tech logos are typically chiseled and angular; their intent is to create the perception that the company is innovative. They work well for high-tech companies.
• Service-oriented logos are typically smooth and rounded; their intent is to create the perception that the company is creative and friendly. They work well for serviceoriented and many retail businesses. • B2B logos can use components from both the high-tech and flair ends of the spectrum; their intent is to create the perception that the company is stable and trustworthy. Many B2B companies choose such a logo. As you determine where your company falls on the spectrum, remember that your logo will be used for a variety of purposes-including company identification, marketing promotions and client development-so it must be attractive to a variety of audiences. And, given the rising importance of having a strong online presence, your logo must be innovative enough to provide immediate differentiation, leading to memorability.
Colour and Brand
Facts we should also know about colors: Color is a powerful promotional tool; Colors should be trendy and catchy (use “colors that pop”); Between 60% and 90% of website initial assessment is based on its color.
RED GREEN BLUE LIGHT YELLOW YELLOW PINK BLACK PURPLE WHITE OFF WHITE OCRE Combination of two or more colours
Evaluation of Alternatives
doc_462646696.ppt
This presentation that includes colors as brand elements.It takes examples of various colors identifiable with various brands e.g. Red with Coca Cola and blue with Pepsi.
Brand Elements: Colors as identity
Brand Identity: The Importance of Color
Color is an important consideration in your brand identity system. Colors have a significant impact on people’s emotional state. They also have been shown to impact people’s ability to concentrate and learn. They have a wide variety of specific mental associations. In fact, the effects are physiological, psychological, and sociological.
For instance: •Non-primary colors are more calming than primary colors.
•Blue is the most calming of the primary colors, followed closely by a lighter red.
•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 almost always use these colors.)
•Pink enhances appetites and has been shown to calm prison inmates. •Blue and black suppress appetites. •Children prefer primary colors. (Notice that children’s toys and books often use these colors.) •Forest green and burgundy appeals to the wealthiest 3 percent of Americans and often raises the perceived price of an item.
•Orange is often used to make an expensive item seem less expensive.
•Red clothing can convey power. •Red trim is used in bars and casinos because it can cause people to lose track of time.
•White is typically associated with cool, clean and fresh. •Red is often associated with Christmas and orange with Halloween and Thanksgiving. •Red and black are often associated with sexy and seductive and are favored by porn sites. •Black clothes make people look thinner.
•Black is also associated with elegance and sophistication. It also seems mysterious.
Colors also have a functional impact on readability, eye-strain, ability to attract attention, ability to be seen at night, etc. This is important in choosing colors for signing, website pages, prints ads, and other marketing media. •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. •It is no surprise that most traffic signs use these color combinations. •Black on white is the easiest to read, on paper, and on computer screens. •Hard colors (red, orange and yellow) are more visible and tend to make objects look larger and closer. They are easier to focus upon. They create excitement and cause people to over-estimate time. •Soft colors (violet, blue and green) are less visible and tend to make objects look smaller and further away. They aren’t as easy to focus upon. They have a calming effect, increase concentration, and cause people to under-estimate time.
Have you ever considered the importance of color in branding? Coke is red. UPS is brown. IBM is blue. These corporations understand the proper use of color is vital to creating a positive image among consumers. Furthermore, color plays a huge role in memory recall. It stimulates all the senses, instantly conveying a message like no other communication method. Choosing the right dominant color for your brand is crucial. This color should appear on all your promotional materials, including your logo and product packaging. As much as possible, the color you choose should set you apart, work with your industry and image, and tie to your brand promise. It should also take into account color psychology, which is fairly complex. Colors can mean different things depending on the culture, situation and industry. However, in U.S. advertising at least, studies suggest some universal meanings:
Blue: Cool blue is perceived as trustworthy, dependable, fiscally responsible and
secure. Strongly associated with the sky and sea, blue is serene and universally wellliked. Blue is an especially popular color with financial institutions, as its message of stability inspires trust.
Red: Red activates your pituitary gland, increasing your heart rate and causing you
to breathe more rapidly. This visceral response makes red aggressive, energetic, provocative and attention-grabbing. Count on red to evoke a passionate response, albeit not always a favorable one. For example, red can represent danger or indebtedness.
Combination of Red and Blue
Green: In general, green connotes health, freshness and serenity. However, green's
meaning varies with its many shades. Deeper greens are associated with wealth or prestige, while light greens are calming.
Combination of Green and other Colors
Yellow: In every society, yellow is associated with the sun. Thus, it communicates optimism, positivism, light and warmth. Certain shades seem to motivate and stimulate creative thought and energy. The eye sees bright yellows before any other color, making them great for point-of-purchase displays.
Combination of Yellow and other Colors
Orange: Cheerful orange evokes exuberance, fun and vitality. With the drama of red plus the cheer of yellow, orange is viewed as gregarious and often childlike. Research indicates its lighter shades appeal to an upscale market. Peach tones work well with health care, restaurants and beauty salons. cheerful citrus fruit kids’ websites
Combination of Orange and other Colors
Brown: This earthy color conveys simplicity, durability and stability. It can also elicit a negative response from consumers who relate to it as dirty. Certain shades of brown, like terracotta, can convey an upscale look. From a functional perspective, brown tends to hide dirt, making it a logical choice for some trucking and industrial companies.
Purple & Lavender: Purple is a color favored by creative types. With its blend of passionate red and tranquil blue, it evokes mystery, sophistication, spirituality and royalty. Lavender evokes nostalgia and sentimentality. Pink: Pink's message varies by intensity. Hot pinks convey energy, youthfulness, fun and excitement and are recommended for less expensive or trendy products for women or girls. Dusty pinks appear sentimental. Lighter pinks are more romantic. energy (hot pink) feminine color products for young women romantic (lighter pink) products for girls ADS\Lux Dus Rupaiya.flv
Black: Black is serious, bold, powerful and classic. It creates drama and connotes
sophistication. Black works well for expensive products, but can also make a product look heavy. powerful “absence of color” expensive products
Multi-Color :correlates Technology, different from rest etc.
White: White connotes simplicity, cleanliness and purity. The human eye views white as a brilliant color, so it immediately catches the eye in signage. White is often used with infant and health-related products.
All the colors above can be categorized into two basic categories: warm and cold. In general, warm colors, like red and yellow, send an outgoing, energetic message, while cool colors, like blue, are calmer and more reserved. However, brightening a cool color increases its vibrancy and reduces its reserve. simplicity and purity (catches the eye) numerous (from brides to hospitals) health related products
Design Details
The images, shapes, typefaces and colors you choose to use in your logo will in many respects define your company. Thus, be sure to complete the required due diligence before coming to conclusions that "seem right." Here are a few suggestions that may be of help: - Simplicity works. Your logo should be a clean symbol that is easily reproducible. Stay away from logos that contain a lot of information, gradation or fine details; these will be more difficult for people to recall.
- Use color as an embellishment. A well-designed logo should look good in black. That doesn't mean you can't use color, but the color itself should not be relied on as the major design element.
- Study the science of color and typeface. If you choose to employ color in your logo, use the resources available to you to determine the appropriate color for your company. The same goes if a typeface is used in your logo; be sure the one you choose communicates the appropriate message.
The interesting thing about many of the most popular-and memorable-logos is that they don't all rely on the same element to generate brand awareness. The golden arches of McDonald's use color and shape; Apple Computer relies on an image; and Coca Cola's logo is typeface-focused. What this means to you is that you have some important decisions to make as you embark on the logo-creation process, and while there is no strict right or wrong, you must think about what you want your logo to say about your organization before coming to any design conclusions. Industry Guidelines
While there are no carved in stone rules relating to the types of logos that should be used by specific industries, some general guidelines do exist. At one end of the spectrum are high-tech logos; logos for service-oriented industries are at the other end of the spectrum, and business-to-business logos reside in the middle.
• High-tech logos are typically chiseled and angular; their intent is to create the perception that the company is innovative. They work well for high-tech companies.
• Service-oriented logos are typically smooth and rounded; their intent is to create the perception that the company is creative and friendly. They work well for serviceoriented and many retail businesses. • B2B logos can use components from both the high-tech and flair ends of the spectrum; their intent is to create the perception that the company is stable and trustworthy. Many B2B companies choose such a logo. As you determine where your company falls on the spectrum, remember that your logo will be used for a variety of purposes-including company identification, marketing promotions and client development-so it must be attractive to a variety of audiences. And, given the rising importance of having a strong online presence, your logo must be innovative enough to provide immediate differentiation, leading to memorability.
Colour and Brand
Facts we should also know about colors: Color is a powerful promotional tool; Colors should be trendy and catchy (use “colors that pop”); Between 60% and 90% of website initial assessment is based on its color.
RED GREEN BLUE LIGHT YELLOW YELLOW PINK BLACK PURPLE WHITE OFF WHITE OCRE Combination of two or more colours
Evaluation of Alternatives
doc_462646696.ppt