Why Colour Palettes Matter
There is no shortage of colours and variations to be enjoyed. They seem simple and purely for enjoyment. However, they are important and play a significant role in our interpretation of the world around us. Here I want to discuss why colour palettes matter. Following my recent article on Logo Terminology, I wanted to continue looking at these terms in a more in-depth fashion.
What is a colour palette or scheme in the first place?
When you take a group of colours into consideration and decide on a select few for your project you have created a colour palette or scheme. It becomes your guideline. Much like painting a room or a house, you want to create a certain atmosphere accompanied by personal preference of colour and style. Each one is a unique combination and experienced entirely differently by everyone.
“In color theory, a color scheme is the choice of colors used in various artistic and design contexts” – Wikipedia
Colours and Your Brand
There is a reason certain companies like Ferrari, Mattel, Cadbury, and Tiffany all spend a great deal of resources on maintaining a specific image and even trademarking the colours that are heavily associated with their brands. It may seem ridiculous to think of colour as so important that companies go to court. The truth is that colours create an experience. They matter.
Colours are part of the visual foundation of your brand. People will associate it with your brand regardless of the situation. When you see a Ferrari that is just not the right red you may not register what the differentiating detail is, but you will know that something is off. The chosen colour palette for Ferrari is also special, though used for other brands or cities it remains unequivocally associated with the Ferrari brand. The Cavallino Rampante, the black horse, in a shield and enshrined in yellow with the Italian national colours at the top is their logo and Rosso Corsa, the red colour Italian race cars use, is the colour that completes the brand image.
The colours you choose and how you use them makes an impact on the lives of patrons of your brand. People want to believe in a message and relate to your cause. For Enzo Ferrari, it was about the best. Taking the lead in all races and being known as the ultimate team to race for, which he did. He created a legacy by which a brand was born and continues on in his name and the colours he chose.
Tiffany Blue is another fantastic example of a globally recognised colour. Particularly after the film Breakfast at Tiffany’s starring Audrey Hepburn, a remarkable woman, became so popular. Though most people may not know is that the blue chosen was the blue of a robin’s egg. The Tiffany Blue colour has gone on to have its own Pantone as well, Pantone number: 1837.
Do not just choose what you think is nice or what you assume other people might like.
Take the necessary time to get a colour palette together that truly represents your brand. Ask yourself:
- What is my brand message?
- What are my brand origins or story?
- Who am I speaking to as my brand?
- What do I want to inspire in my audience?
When people ask me what really makes a brand it comes down to your core message. Nowadays it is more about the story and the people behind the brand. Your audience wants to know about you and what drives your brand. They also want to know how it all started. A brand they can be invested in with more than just a purchase. The colour palette or scheme forms the building blocks of your brand from a visual aspect. While also playing a huge part in keeping people engaged and connected.
What I would like to say is; go out there and let yourself explore what your brand means to you. Find your unique message. You have all the tools you need to know what drives your brand. You have the power to choose a thrilling colour palette. One that fits your brand uniquely.
These long-standing brands were created through interesting backstories and perseverance. They embodied the brand values while propelling the brand into the future. So follow in the footsteps and makes the best choice for your brand.