Try and imagine Tiffany & Co without picturing their trademarked Tiffany Blue colour. It is almost impossible. Colour has a unique ability to make consumers feel a certain way. For this reason, colour plays a huge role in what consumers associate your brand with and how it is remembered. So, how does colour affect your brand?
Consumer Recognition
A research study by Reboot revealed that "a signature colour can increase brand recognition by 80%." With a carefully selected colour palette, your brand's marketing, packaging, advertising, and logo design will be more effective and memorable.
Consumer Perception
Each colour evokes different emotions and feelings from consumers. Think about your brand and the feelings you want to be associated with it before developing a colour palette. For example, if you own a plant-based, whole foods restaurant you may choose the colour green as part of your colour palette because it has that connection to nature and the ability to make consumers feel refreshed.
Click image to enlarge. Color psychology chart from Ignyte.
Consistent Branding
Choosing a colour palette before you start branding is crucial. Consistency will ensure your consumers and potential consumers are not confused or become disengaged. Notice how Coca-Cola, Mcdonald's, and Facebook keep their colour and tone consistent across all marketing initiatives? These brands do this because it creates trust, loyalty, and familiarity.
Summary
Branding is much more than your logo design or the products/services you sell. It is about the experience you provide to your consumers, which starts with your colour palette. To create a successful brand, you need to evoke a feeling in your consumers. This is what will make your brand stand out from your competitors. So it's time to ask yourself, "What feeling(s) do I want consumers to associate with my brand."