The Power of Colour in Shaping Your Brand Identity

Let's talk about colour!

Colour holds significant meaning in shaping your brand's visual identity. You'd be surprised by how much you can convey through the use of colour. If you ever google search for "Which colour should I use for my logo, visuals, etc., for my 'type of your company,'" you'll find plenty of information about the meanings of different colours. However, it's important to remember that choosing a colour solely based on its symbolism isn't always the best approach.

Liquid Death Artesian Sparkling Water

Similarly, opting for the same colour as your competitor might not help you stand out from the crowd. Differentiation is key, and you want your brand to forge its own path. Take the example of the Liquid Death brand, which packages pure water in a dark, goth-like design. While it may not conventionally symbolise life and cleanliness, it cleverly plays with the idea of water as a life-or-death necessity. Your brand's identity should be unique and reflective of your own vision and values. So, don't be afraid to explore colours that align with your brand story, even if they deviate from the norm.

The more important thing I should say is the consistency of your colour choice. Keep the same colours within all your marketing materials, website, and logo. It helps your audience associate any materials that pop up with the same colours with your brand. Have you noticed that copycat brands for famous products like Nutella, Weetbix, Huggies, etc., copy the exact same colours as their main brand? It's for the exact same reason – to create a strong association with the brand. However, I'd never recommend this strategy – copying someone else's brand might work in the short term, but it's just not right. Stay true to your brand's unique identity and make a lasting impression on your audience.