Why Colors In Brands Matter

The classic definition of a brand is a ‘name, sign, design or symbol’ usually used to denote the identity of a company – in short – its brand. This is just the bare bones – a whole lot of thought goes into brands – not least the colors that are used. Human psychology means that we identify certain emotions and characteristics with color – and those who design brands are well aware of the fact.

We’re a visually orientated species and research has shown that over 90% of consumers use visual cues when making their buying decision – and this identification extends to a company’s brand.

Successful brands very rarely change the colors that they use – they have a whole lot invested in the design – not least of which is the brand loyalty and recognition among consumers.

So why do brands choose certain colors – and what do those colors say about the brand?

 

#1  Red.

The use of red in brands is tremendously popular due to cultural factors. Red is seen to denote luck and companies such as Japan Airlines use a whole lot of red in their logo.

 

#2 Brown.

Companies like UPS use a lot of brown in their logo. Why? It’s an earth tone which symbolizes stability and a ‘down to earth’ approach to doing business. This is a color which has solidity and trustworthiness – and a no frills approach built right in.

 

#3 Orange.

A bright and cheery color, Orange gives an impression of speed and vitality, that’s why FedEx Express uses a lot of orange in its airborne parcel services logo.

 

#4 Blue.

When you next by detergent take a look at the overwhelming number of detergent brands that use blue in their logos and packaging. The color of the sky blue symbolizes purity and cleanliness. There are also a lot of oranges. That’s because it also symbolizes movement and dynamic action – something you want from your detergent.

 

#5 Metallic Colors.

Cigarette logos and packaging are tremendously interesting. Ever since the word ‘light’ was banned as having connotations of health cigarette companies have turned to metallic colors such as gold and silver to distinguish their ‘lighter’ products. It was an inventive way to still communicate ‘lightness’ as well as position the products as premium brands – something which those companies are finding increasingly difficult in the face of ongoing health issues with the brands.

Why Minimalism In Graphic Design Is A 21st Century Favorite

Minimalism is a graphic design approach that has been around for generations and is today even more popular than ever. The hallmarks of minimalist graphic design are the use of space, exceptionally beautiful typography and simplicity.

One of the reasons that minimalism is so popular is because of the amount of visual imagery that consumers have to process each day. The sheer amount of information is simply overwhelming – and the clean messaging of minimalism in graphic design is just the formula that allows this messaging to break through the clutter.

The functionality of minimalism is what has made it a popular approach to graphic design for over 100 years – today it has been pared down to its absolute essentials. Professionals often use only a single color palette with one hue or shade and only one typeface. The challenge is that because there are so few elements each component has to be in complete harmony with the others – every element is absolutely essential.

The influences on modern minimalism in graphic design are myriad – but there are three that have been widely recognized as foreshadowing the approach that is taken today.

The first of these is the ‘De Stijl’ (‘The ‘Style’) movement which had its origins in Holland in the period 1917 to around 1930. This was characterized by abstract imagery and an emphasis on primary color with geometrical shapes and lines. This approach still has its adherents in the modern era.

The second is the architect Van Der Rohe who valued clean lines and open space in the period after WWI.

The third is Japanese where an almost ‘zen’ like approach to simplicity is one of the guiding principles of the graphic design from this country.

Today we can see elements of minimalism in graphic designs, as well as in web design where a small number of design features appeal to a love for simplicity. In print the modern approach is valued because it is timeless – without the complications of other designs the printed material will not date quickly, an important consideration in a time of shifting consumer behavior.

Even with modern printing methods minimalism is preferred due to the reduced possibility of inadequate reproduction and problems with registration in more complex designs.

Minimalism simply works – it stands out from the crowd and in our ever busier world of both print and electronic media this is a design trait that brands (and consumers) value.