The importance of colour is universal, especially in the branding industry. They can provoke various emotions, associations and responses that effect how a brand is perceived. It has been proven in research that colour is a vital factor that influences consumer decisions to choose certain products. Significant findings also suggest that colour has positive impacts on brand recognition (by up 80%), memory, new customer attraction, competitive success and consumer engagement.
To put it simply, colours can make or break a design. Which is why our expert graphic designers have come up with 4 strategies that help get their creative juices flowing.
1. Seek out inspiration on Pinterest
Feeling uninspired? Pinterest is a designers bible when it comes to seeking a little boost of inspiration. This online platform is a useful tool for designers to keep up to date with the latest colour and design trends as well as sourcing different imagery for moodboards that show off various colour palettes to present to clients.
Our Graphic Designer, Renee explains her search process when seeking inspiration for a design project she is working on.
“When I start working on a branding or packaging project I think first of the colour palette and what colours will be used to create the specific mood I am looking for. For clients like Cleanse Collective, I wanted bright colours that would contrast well with earthy tones. To achieve this I would search for pins related to fresh food like fruit and vegetables.”
2. Compare the competition
A successful brand needs to stand out from the competition and find its niche within it’s target market. This involves comparing your brand’s colour scheme to what is already out there, then developing a look and feel that is entirely unique.
A fundamental requirement to beginning any design project is strategic research and creative thinking. Rooland’s designers conduct extensive analysis into all client businesses, looking into how their individual brand differentiates from their competition. In doing so, we present a collection of colours which express different personalities. Working collaboratively with the client we then choose a signature colour palette to match their unique brand identity.
3. Bring in colours from nature
Our natural surroundings offer an endless array of colour combinations that are free sources of inspiration. Mountains, the ocean, fallen leaves, fruit and all things natural capture unique colourations that can used to capture different brand personalities. Rooland’s brand colour scheme is particularly inspired from the environment as Founder & Creative Director Suzanne explains below.
“I get inspired by mother nature and all the amazing colour combinations she offers us, such as the delicate tiger lily and the colourful passion flower ”
Our designers regularly source colours from the environment. For example, Moodboards for PhycoHealth portray an organic, fresh and streamlined look and feel, using various shades of aqua green to reflect their seaweed based products.
4. Have a Pantone set handy
Pantone swatches or other physical colour index sets are great in deciding what colours look good on paper. This will save time, money and stress that comes with the final stage of printing and production. In addition, having a physical colour guide can be useful in external meetings, as client’s might have a specific colour need or vision.
For more colour inspiration check out these sources: