COLOR IN THE CORPORATE IDENTITY SYSTEM

Of course, one of the most important aspects of creating a corporate identity is the choice of corporate colors. Color has a very strong effect on the subconscious of any person. He can awaken in the depths of his soul the necessary emotions - trust, affection, peace, or, conversely, a feeling of anxiety, a desire to urgently mobilize and take action.

The corporate color can tell the consumer the same thing about the mission of the company and the slogan, only in a different language: what corporate values ​​the company puts at the forefront, what it relies on in the first place. After all, each color evokes its own associations, has long and firmly correlated in our consciousness with certain human qualities.

In addition, the first visual information about any object that is deposited in a person's memory is color. Therefore, corporate colors are the most striking identifier of the company.

So, in the development of a corporate identity, a color scheme performs three main functions: it evokes the necessary emotions in the consumer, declares corporate values ​​and helps to identify the company. That is why it is so important not to miss the mark when choosing corporate colors.

Below are the most typical associations with primary colors.

1. Warm colors

Red

This color should be chosen in cases where you want to demonstrate leadership in your market segment, the aggressiveness of your marketing policy, or you are trying to make your product personify passion, power, and a source of energy. And of course, choosing the Russian folk style, you will inevitably come across the use of red. It is worth remembering that corporate colors affect not only customers, but even more so, the employees of the company, and here red can become a mobilizing factor that demonstrates such corporate values ​​as the will to win, perseverance, and the desire to always be the first. However, using red as the main color is risky - it gets tired quite quickly and can cause anxiety.

Pink

Traditionally, pink is associated with goods and services for the beautiful half of humanity. It means tenderness, romance, kindness, femininity, sentimentality. However, this does not mean at all that in other cases pink cannot become the corporate color of the company. He declares caring attention as a core value. Pink causes a feeling of comfort, calms, relieves obsessive thoughts, helps in a crisis. Therefore, any activity related to relieving stress or creating comfort can be well represented in pink. This color is contraindicated only if men are your main target audience.

Orange

The feelings that orange usually evokes are cheerfulness and cheerfulness. It is very suitable for companies whose activities or products are aimed at creating a good mood and maintaining a high vitality. In addition to being positive, it is also the color of summer, sun and warmth. Like red, he declares such company values ​​as activity and striving for great achievements, but instead of aggression he relies on optimism.

Yellow

In its pure form, yellow is one of the brightest and most flashy colors, and therefore it is not chosen very often as a corporate one. It is good to stand out from the crowd and attract attention, but at the same time it sets you up for a frivolous mood. Therefore, the choice of yellow will be justified if your main target audience is youth and adolescents. These are their values: brightness, positive, shocking, protest against everyday routine. The yellow color eliminates false bashfulness and thoughts like "I'm not good enough", evokes positive associations in advertising.

Brown

Despite its relative similarity in terms of color scale, brown evokes associations that are directly opposite to yellow. It is chosen by someone who wants to emphasize a reliable business relationship and is not afraid to look a little old-fashioned and boring. The brown scale is often used to design a retro style. The main values ​​that this color declares are loyalty to tradition, stability and pragmatism.

2. Cool tones

Green

As you know, it is the color of nature, life, spring and rebirth. Therefore, green is often used in medicine, agriculture and charity. However, not only. Now this color is actively used by banks and other financial organizations, because for many people it is strongly associated with green crisp bills. So, green declares financial well-being and vitality. It is also a pleasant looking, soothing color. It does not cause irritation even in large quantities, and can be used as the main one for a long time.

Blue

I think that today blue is the most beloved corporate color among companies, if we take all its shades up to blue. This is both a plus and a minus of this color scheme. On the one hand - a pleasant and familiar to the eye of the consumer colors, positive associations with the endless blue sky, mountain peaks and world peace. The blue color declares the depth of understanding of the problem, calmness and patience. But, at the same time, the popularity of this color (especially in the IT sphere) will make it difficult to identify your company, the memorability of its brand symbols. If this does not scare you, then the blue scale is a win-win option.

Sea wave (blue-green)

The coldest of all shades, it is used to create a refreshing cool sensation. There are no strong associations in modern Western culture with this color, but in Tantrism it is believed that the color of the sea wave represents control over consciousness, volitional decisions and the ability to logically carry out tasks. Psychologists also agree that this color strengthens strong-willed aspirations and ambitious thoughts in self-affirmation. So if these are the qualities you want to awaken in your employees, then it makes sense to surround them with a blue-green corporate gamut.

Purple

For reasons unknown to anyone, this color has long been associated with occultism, magic and all sorts of secrets. Perhaps the deep purple bottomlessness of space influenced human minds so much. The values ​​he declares are business intuition, creativity, foresight. Purple works very well as a corporate color in areas where you cannot know anything in advance, and you have to rely on intuition a lot.

Crimson

Despite the proximity to red, this color rather has a cold shade. In the modern interpretation, crimson is the color of belonging to high society (it is not for nothing that in the jokes the "new Russians" have a passion for crimson jackets). When combined with black or white, it is often used in the design of glossy magazines and websites dedicated to glamor and high life. From the point of view of psychology, the crimson color personifies individualism and receiving all the benefits from life with ease, without sacrifice and struggle. If you produce exclusive expensive products or put an individual approach at the head of corporate values, crimson as the main corporate color can be a good choice.

3. Neutral colors

Colors such as black, white and gray are described in some detail in psychology and, of course, each of them causes a long associative series. But in creating a corporate identity, these colors most often do not carry an independent semantic load, but are used as a background. The most popular in this regard is, of course, white. It does not tire the eyes; against its background, most of the other colors look quite contrasting. A black background is used to create depth, originality and brightness in an entire ad unit, web page, or promotional merchandise. But the user, especially in the case of the site, gets tired of such a decision rather quickly, so sometimes gray is used as a background, trying to preserve the advantages of a black background, and at the same time reduce the load on the psyche.

Of course, the development of a logo(Cheap Modern Logo Design Service in Bristol, UK) as an element of corporate identity is often used not in one color, but in a combination of two or three colors. And here, in addition to their psychological significance, concepts such as the harmony and compatibility of the color scheme come into play. Therefore, it is advisable, therefore, from the very beginning to make the choice of corporate colors in conjunction with the designer. After all, this choice will play a huge role in the life of your company in the future.