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Color Yourself Successful

Because Colors Impact Is So Profound, Its Role In Design And Branding IsCritical.

Color communicates. It can provide direction and clarity. When language failscolor can offer valuable associations with people, places and things. Shamrockgreen. Fire engine red. School bus yellow. Midnight black. Sky blue. The mere act

of reading those colors evokes distinct feelings. Color induces subtle emotions,and elicits powerful responses. Because colors impact is so profound, its rolein design and branding is critical and can achieve extraordinary results.

Over time, thoughtful and consistent use of color becomes emblematic of a brand,and can be as powerful an identifier as the corporate name and logo. Automotiveicon Enzo Ferrari once said of his namesake sports cars, Its not a Ferrari ifits not red. And, of course, Ferraris are no ordinary red, theyre Rosso Corsa(race red) the official Fdration Internationale de lAutomobile designatedracing color of Italy. With one vivid stroke a single color identifies the companyand products, symbolizes their raison detre, and creates an emotional connectionwith an entire nation by embodying its proud racing heritage. The effects areprofound. Ferrari is one example of many leading global brands that have utilized

the associative and emotional impact of color to create an advantage. Think UPSbrown, or Tiffany & Co. blue.

So, if color is communicating on behalf of your brand, what is it saying? Thetruth is, different things to different people. Though we all see the same colors,we interpret and remember them through the lens of our varying experiences. Whatsome view as a lovely yellow ocher others may view as, well, vomit. And, despiteEnzos assertion, plenty of people dont like red for a car - even a Ferrari.Ultimately, color is subjective. So, what do you do when considering color optionsthat will represent your business? Start by keeping these tips in mind:

1) Select a color you can own: Be it red, green or periwinkle, consider a colorunique to your industry. Color associations increase brand recognition and build

brand equity. A distinctive blue box confirms that its no ordinary bauble inside,but a Tiffany bauble. The difference in perception is significant, before the boxis even opened, and the gift revealed.

2) Understand cultural significance: Color connotations vary greatly amongdisparate cultures. Be aware of variations and both positive and negativeassociations. For instance, in the United States white symbolizes purity, as in awedding gown. However, in many Eastern cultures, white connotes death and mourning a potentially valuable bit of information if you are expanding into Asianmarkets, or targeting an Asian demographic.

3) Consistency is king: Whether print, pixel or paint, on paper, screen orfabric, your palette should be consistent. Your logo should appear the same color

on your business card as it does on your signage or the embroidery on a uniform.Corporate colors are sacred. Coca Cola red is never Coca Cola reddish-orange.

4) Understand the impact of technology and production processes: Electronic fileformats affect color in different ways. A CMYK .eps file set up for printing doesnot treat color the same way as an RGB .jpg file intended for onscreen graphics.Variations will also occur between process printing and spot color printing.Coated versus uncoated papers, and even gloss versus dull finishes can completelychange the complexion of color. Differences can be significant - and detrimental -if care is not taken.

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5) Consider the costs: Mixing a truly unique color from scratch can surely produceone-of-a-kind results. However, the cost of reproducing the color for allapplications can become expensive, and custom mixes are often difficult to manage,and more likely to result in errors. Distinctive colors, and color themes, can behad by utilizing commonly available resources. The Pantone Matching System (orPMS) is the industry standard for printing, and provides a broad spectrum ofcolors. Resources like Pantone offer economical options that are easy to reproduceconsistently.

6) Once you own it, really own it: Protecting a distinctive color is as importantas protecting your logo, slogan, or other visual elements of your brand identity.Trademarking your color(s) will shield you from copycats seeking to infringe uponyour brand equity. A Color Trademark protects colors used to perform the trademarkfunction of uniquely identifying the commercial origin of products or services.The UPS brown, for instance, dubbed Pullman Brown, was trademarked by the companyto prevent competitors from applying it to their branding.

7) Go with a pro: When developing a corporate color palette, and implementingthose colors across your brand, work with a professional graphic designer. Acompetent designer will be proficient in color theory, and be able to assist youwith the complexities and nuance of visual communication - as well as navigate you

through production obstacles to ensure accuracy and consistency.

Ken Peters. All rights reserved.

Ken Peters is the owner and Creative Director of nationally acclaimed NocturnalGraphic Design Studio LLC, a Phoenix-based strategic branding firm specializing inbrand development for companies of all sizes in all industries worldwide.www.nocturnaldesign.com.