Colour is a crucial aspect of branding that can make or break a business's success. It is not just about making something look pretty or aesthetically pleasing, but rather, it is a powerful tool for building brand identity and communicating with consumers.
Primary brand colors are the essential colors that make up a brand's visual identity. These are the stars, the first colors that come to mind when you think of the brand. Think of Coca-Cola's vibrant red or McDonald's golden yellow.
They're used generously across logos, websites, packaging, and advertising, creating instant brand recognition. These colors are meticulously chosen to evoke specific emotions and embody the brand's core values. For example, red might symbolize passion and energy, while blue conveys trust and security.
Complimentary brand colors are “the supporting cast”, complementing the primary colours and adding depth to the overall visual experience. Think of them as the best friend to the primary color.
They might be used for accents, backgrounds, or creating contrast. Secondary colors offer some flexibility while still maintaining brand consistency. For instance, a brand with a bold blue primary color might utilize a calming green as a secondary color to create a sense of balance.
WCAG is a set of international guidelines for making web content accessible to people with disabilities, including those with visual impairments. WCAG specifies contrast ratios for text and graphics to ensure they are readable for everyone. It’s crucial to follow the guidelines while choosing the brand colours and designing brand materials, and describe which colour combinations can be used.
Consistent color usage is a powerful tool for brand recognition. A defined color balance acts as a visual fingerprint, making new materials instantly recognizable as belonging to your brand.
