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Dennis Thorgesen
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Building a brand; understanding color use

Published on 1/25/2014
For additional information  Click Here

Building a brand; understanding color use

Part of brand building is choosing the right colors. This isn’t to go into detail about the colors chosen it is to show the importance of color for brands. Color adds life to what would otherwise be a dull and boring.


All buyers have to have an emotional tie to you and/or your business. Although what you write can have an emotional draw, the color helps with the decision making of a potential buyer. Most buyers say they buy based on logic, they won’t even consider making a logical choice to buy your product if you haven’t reached an emotion. 

Successful people use white

In a recent post, someone said his brand color was white. White does have a place and is part of every brands color; it cannot be considered an only color for a brand. White with no color creates space, not a viable brand. Below is an example. 

Color choice is critical

Since colors evoke emotion, choices are critical. Each companies needs are going to be different. Would you use pink for a physical tool sales website? There are places where pink works well. I would use caution when putting it on a website where the buyers are not expecting it. 

How many colors?

In reality, you can choose as many as you can afford. The general rule is five. Black and white is part of every brand. Then you can choose three more. Beyond that, printing companies charge higher rates to print. Most companies have at least something printed so it is wise to hold to that limit. 

Color use limiting

There are colors, which if used in excess will have people leaving websites and social media. Too much of a wrong color can damage a brands reputation. Avoid heavy use of black other than text, red and dark orange.  

Text color

Text should be easily readable. Sharp and clear is your goal. If a color does not work well for this, find another. If your website is not keeping a visitors attention, if content isn’t the problem, chances are it is the text color choice. 

Methods to madness

Large companies pay others to create websites that hold a visitors attention. It has taken years for professionals to gain an understanding of what colors work and why. Their color choices are based on the emotion they want a customer to feel. If you follow their main outline, chances are you will do well. 

Back to emotion

Each color evokes an emotional response. You want to find the ones that work for your buyers. This has to be done before you create your website and logo. It also plays a part in personal branding. When you are building your brand, make sure color use is taken into consideration. 

© January 25, 2014 1:50 PM EST Dennis Thorgesen Lisech Global Ventures Inc. eMarketing and consulting services All rights reserved.
Member Note: To comment on this PR, simply click reply on the owners main post below.
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