When it comes to the number of colors, using too many can be distracting. You could potentially replace other brand colors with new ones or modify them. Now if the client wants to rebrand, but they fear they will lose the recognition they’ve built up over time with their audience, you could consider keeping one of their main colors as is or modifying it (such as changing a cherry red to brick red, for example). I mean, how many people received that piece in the mail and then just tossed it because they didn’t recognize who it was from? How much did that cost them in potential donations? I discovered that the client had decided to change the job to print in black and reflex blue (a dark but vibrant blue) instead-because it was slightly cheaper. I wondered how that could be, as I was the only designer they worked with, and I had worked with them for years. I sent the job to the printer, who told me the job didn’t match the two spot colors they were expecting to use. I once did work for a client whose brand colors were teal and purple. Sometimes it’s because the designer didn’t ask and the client didn’t provide a brand style guide. Sometimes this is the designer’s choosing. So many times I’ve seen designers go rogue and use completely different colors that are off brand, just ignoring the brand color palette. If a client’s brand colors are green and purple, for example, you don’t want to use hot pink and black just because you or the client likes it. When you’re working with a client who already has a brand identity-meaning you’re not designing or redesigning one for them-you want to be sure to use their existing brand color palette when selecting colors for their project. Consistency is key with the brand color palette. Brand Consistency and RecognitionĬolor is part of what makes up brand recognition. Find out some of my winning color strategies. But color choice should be deliberate and strategic. A lot of designers choose colors based on their own personal taste or the client’s, or just haphazardly choose colors without much thought behind their meaning and how they might make someone feel.
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Free guide: Understanding and Selling AccessibilityĬolor plays an important role in branding.The Paciello Group’s Colour Contrast Analyser.
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