Why is color so important?
Color can convey more meaning than text and imagery combined. The right colors can do wonders for a logo, a brochure, and a website. What might look good in print, might look awful on a computer screen. But before burning all your logo creating hours on the difference between ivory, eggshell, and off-white, consider a few things:
1. Color creates a mood and an emotion. Green usually symbolizes healthy, growing, alive and happy. Red dominates with passion and power; attention grabbing, it should be used with a neutral color(s) only. Navy blue will ignite feelings of confidence, trust, and success. Black can be defining and sophisticated, but also, too much can become mysterious, or evil in certain concepts. White is pure, clean, and simple, and often refreshing. Orange is vibrant and reminds most of the fall season and can also be used well with food. Dark purple will create luxury and royal feelings, while it’s lighter partner, lavender, is associated with romance and femininity. To read more about color and moods, click here.
2. Once a color is chosen, stick with it. If the logo design is blue, black, and gray. But the website is red, for attention, the business cards are white (to cut costs), and the letterhead is ivory and tan (printed on linen for a professional touch); then the cohesive brand has just fallen apart. At Runway 21 Studios, we strive to make sure our client’s brand is structured as a cohesive unit that can stand alone, or work together with all of its components. We’ll talk about the end before we begin, so we can create with your goals, requirements, and of course, budget, in mind.
3. Make sure the color always looks the same. Believe it or not, there are a million different colors out there, including hundreds different variations of “your color.” Therefore, its important to have a color reference of the exact color for each color in a logo or brand. Having a color guide makes the printing process easier and faster. At Runway 21 Studios, we will provide you with a color guideline sheet outlining the Pantone, CMYK, RGB, and Web safe color to use whenever you print in the future. We will also recommend the type of paper and printing process to use for different jobs. Ultimately, the best way to make sure your color looks the same is to ask the printer for a proof.
Who would have guessed so much work went into just the color for branding a company? So don’t pick colors because they are trendy, or personal preference. Pick the color for good reason, stick with it, and ensure its integrity across all mediums.