Branding / Color / design / P6 / P6.1

On color & colour


A comprehensive resource on color by Jill Morton: Color Matters

An article on The Psychology of Color in Marketing and Branding by Gregory Ciotti.

An article on Color Theory by Janie Kliever and another one on The Fascinating Neuroscience of Color – And What It Means For Design by Andrew Tate at Design School.

An article about how the Hierarchy of Color Naming Matches the Limits of Our Vision System or how the colors get their names.

And Color Tools, a website on color tools for webmasters.

Alina Wheeler on color in Designing Brand Identity:

Color is used to evoke emotion and express personality. It stimulates brand association and accelerates differentiation. As consumers we depend on the familiarity of Coca-Cola red. We don’t need to read the type on a Tiffany gift box in order to know where the gift was purchased. We see the color and a set of impressions comes to us.

In the sequence of visual perception, the brain reads color after it registers a shape and before it reads content. Choosing a color for a new identity requires a core understanding of color theory, a clear vision of how the brand needs to be perceived and differentiated, and an ability to master consistency and meaning over a broad range of media.

While some colors are used to unify an identity, other colors may be used functionally to clarify brand architecture, through differentiating products or business lines. Traditionally the primary brand color is assigned to the symbol, and the secondary color is assigned to the logotype, business descriptor, or tagline. Families of color are developed to support a broad range of communications needs. Ensuring optimum reproduction of the brand color is an integral element of standards, and part of the challenge of unifying colors across packaging, printing, signage, and electronic media. (Wheeler 2009:128)

Screen Shot 2016-03-05 at 2.42.10 PMScreen Shot 2016-03-05 at 2.42.43 PM

Fig 1. + fig 2., Wheeler 2009:128-130