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Colour is one of the most important elements of any design. You can work colour into your backgrounds, logos and text, use small splashes to draw the eye to important details or larger areas to break up the design. You can even choose photos or pictures that match your colour scheme in order to create a coherent, consistent whole. The colours you choose and the way you use them can say a lot about your brand. Colours can have a strong impact on our emotions so they can affect the way people feel, creating associations that will be linked with your company.

Building Your Brand

Colour can play an important part in shaping your brand, so it is important to be consistent and to consider what the colour says about you and your product. Many successful brands use just one or two colours across all of their print and online media, as well as on their products. The colour itself can actually become recognisable, even without the brand name or logo. Colour can also be used to help your brand stand out from the competition, particularly in sectors where colour choices are fairly conservative. Having the only green product in an aisle of red can really make you stand out, although it can be a good idea not to stray too far from the colour that people associate with a particular product type. A green ketchup bottle might be unique, but it could also put people off.

Choosing The Right Colour

Colour can have a big emotional impact so it is important to make sure that the colours you choose are giving the right impression. Although the shade and brightness of the colour can shift the meaning that it conveys, there are some common meanings and emotions associated with each colour. You should try to pick colours that match the message you are trying to convey. For example, red is a bold colour associated with danger and passion, while pink is a gentler, more romantic colour. Meanwhile green is a relaxing colour that is linked with nature and the environment, blue tends to be seen as calming and trustworthy, and yellow is youthful, optimistic and fun. Sticking to black and white can make you seem traditional, sophisticated and serious.

Combining Colours

Choosing colours that convey the right meaning is important, but it is also important to consider how well these colours will work together. You can create a soft, subtle and sophisticated impression by using different shades of the same colour. Alternatively, you can pick different but similar colours to boost the similar impressions that these colours can produce. For example, a combination or red and purple might look rich, bold and passionate, while a combination of green and blue could seem calmer and stronger than either colour alone. However, complementary colours can also work well together, even though they are so different. Combinations such as blue and yellow or red and green can be modern, energetic and eye-catching.