Colour Consistency
On our previous blog post, we spoke about colour consistency in terms of how different brands ensured they always used their same brand colour using Pantone spot colours. This time we’re talking about why!
You may have seen our April fools this year, joking that the pit wheel at Apedale Community Park, a well-known local landmark, had been painted pink. However, if you know anything about branding and colour consistency, you’d know a dramatic colour change like this would be a big mistake!
Coca Cola; we think of red, Cadburys; we think of purple, and often when the chocolate craving strikes, we walk into a shop to scan the shelves for Pantone 2685C purple, pick up a bar and go to the till!
These things highlight the power of having consistent, identifiable brand colours. Once somebody knows that they like the product/service that a brand offers, the identifiability of the brand allows for the customer to keep on coming back to them, relying on their consistency to quickly obtain what they require without too much thought.
Cadbury have used their iconic purple colour for over 90 years and so it is incredibly important that time is taken to map out an appropriate colour palette that ensures the brand can carry it long-term. Since first being used as a dye for royal garments, purple has maintained a luxury calibre, and so the consumer is invited to share in this rich, opulent experience. Cadbury have demonstrated well the way that colour can impact the perceived value of a brand.
“Colour is crucial in painting, but it is very hard to talk about. There is almost nothing you can say that holds up as a generalisation, because it depends on too many factors: size, modulation, the rest of the field, a certain consistency that colour has with forms, and the statement you’re trying to make.” – Roy Lichtenstein
If you are struggling with your brand colour or looking to develop your palette, get in touch and we’ll gladly help to make colour work for you.
Visual communication is the art of the conveyance of ideas and information in forms that can be seen and that evoke your senses.
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