Have you ever thought about the way the colours you encounter in your day to day life make you feel?
We’re guessing, well… probably not. The colours used in any design -from logos to packaging to food dye- slip in and out of conscious thought before you ever realize they’ve been and gone. Despite the fact that you may not actively notice the impact colour design has on you, according to research from Quicksprout, it informs over 90% of your product assessments. “Colour,” writes Neil Patel, is “85% of the reason you purchased a specific product.” Let’s talk about just how much crazy potential that adds up to for your brand, and about the 2015 colour trends that will help you capitalize on it.
Making Colour Work for You
When it comes to your brand, colour is a key component that has an interesting role in the overall success of your message. Usually, your design isn’t based on any specific hue; that’s something that grows organically during your brand discovery. As you narrow down the perfect look for your company, the colours that suit the message you’re trying to send will fall into place. When the OG team works with a client on a new brand experience, one of the first things we approach is the character and values you aim to portray. Colours can produce different emotional reactions, and it’s important to build the right feeling into your entire message by using your brand’s story as a design guide.
Consider your logo: perhaps you’re using a peaceful lilac shade for the Tranquil Twinkle Relaxation Spa. Do you think your brand would portray just how stress melting your sensory deprivation float tanks are if you decided to go with a five-alarm inspired red and orange palette? What about matching your On-Demand Mobile Mac and Cheese venture with a slimy green-brown shade? Even if the artwork stays the same, the colours used can dramatically impact your effectiveness. Customers make snap decisions based on colour; it’s one of the first things we notice and causes a gut-feel reaction we don’t even necessarily understand. That’s why it’s seriously important to put thought into colour during the design process, and why trends can be invaluable.
A Different Kind of #Trending
Unlike the lightning quick rise and fall of hot topics, brand design needs longevity to become recognized…but it also needs to portray an attractive, up-to-date vibe. Colour trends are an invaluable way to inject a bit of the now into a timeless, appealing visual experience. Staying on top of trends is a good habit for any business owner to get into, and by working to identify trends early, a savvy designer can create an on-point presentation that will stand out from the crowd and won’t fizzle out just over the starting line. The last thing you want is an immediate (and costly!) do over.
For the last few years, the ‘fresh’ trend has crept over the wide world of web (and real world) design: lots of white space makes for a focus on products and legibility, with one or two vibrant accent colours bringing a much needed punch of excitement. The only problem is, the enthusiasm for it is starting to die out. ‘Fresh’ design is everywhere- and what started out as a brightly accessorized exercise in simplicity has become a bit of a boring standard. We’re seeing it everywhere, and I personally am looking forward to a little less iEverything. The new year is the perfect time to take the best elements of the old, and ring in new brand identities with an exciting palette update.
2015, Live and In Colour
The OG design team has recognized a shift in the metaphorical winds, and my trick knee is acting up with the change on the digital horizon. (There may also be a storm a brewin’, but I’m pretty sure it’s just this hot new colour scheme.) If you’re looking for inspiration for your new brand, then it’s time to consider bringing some harmony into your look.
Consider:
Technology is everywhere. Everything is moving fasterFasterFASTER. We see more, do more, and internalize more in a single day than was conceivable even a few short years ago. Our 24/7, always-on lifestyle did a lot to inspire the ‘fresh’ design style – we needed the best way to take in a lot of information while still getting jazzed about how great it looked.
For 2015 and beyond, the need for clean design and uncompromising efficiency remains, but we’re also starting to see a desire to stop and enjoy more nature-inspired elements. Vibrant colours are retaining their punch, but they’re shifting towards earth tones and getting paired with more pastels. If anything, we’re loving an even wider spectrum of brilliant hues than before; now they’re being tempered with complimentary natural shades that inspire good vibes, with an added calming, feel-good bonus.
Consider:
If you’re looking to re-design your brand with some snazzy new hues, give Original Ginger a call. We’ll help you find the perfect colours to brighten your brand message and dazzle your clients, even if you’re still stuck trying to figure out which socks go best with your favorite pants. (We can probably help with that, too!)
To learn more about brand identity visit our brand discovery services page.
To see some of our colourful brand work visit our portfolio.
– Imagine your brand: authentic and engaging –
Unlock Access to Our Guide:
Why You Need to Think Smarter About Your Brand
You know who you are. What you look like, how you sound, what you care about and believe in. What you offer, what makes you special. Can you say the same about your business? This guide helps you understand the benefits of a strong and authentic brand.
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