Brand Color Management
Creating Brand Identity
“Branding is the process by which companies distinguish their products from the competition. By developing a distinctive name, packaging and design, a brand is created. By developing an individual identity, branding permits consumers to develop associations with the brand and eases the purchase decision.” (Principles and Practice of Marketing – David Jobber)
In the ever-changing world market, the importance of creating brand identity has become even more critical to business success. Many factors influence branding decisions and successful branding certainly relies on distinctive color selection.
Impacting Brand Identity through Color
It has been said that “A great brand taps into emotions. Emotions drive most, if not all, of our decisions. A brand reaches out with a powerful connecting experience. It’s an emotional connecting point that transcends the product.” Scott Bedbury
Color evokes emotion and stimulates the senses to respond. Color can boost energy, evoke anger, or even calm in times of stress. A well-branded product strongly considers the psychological consequences of color. .
Color even determines the length of time a consumer will take note of your product in advertisements. A colored image may hold the attention for two seconds longer or more than black and white ones. Ads in color are read up to 42% more often than the same ads in black and white. Source: White, Jan V., Color for Impact, Strathmoor Press, April, 1997.
Color increases brand recognition by up to 80 %. Source: University of Loyola, Maryland
Research revealed that 92.6 percent put more weight on visual factors when purchasing products. When asked to approximate the importance of color when buying products, 84.7 percent of the total respondents believe that color accounts for more than half among the various factors important for choosing products. Seoul International Color Expo 2004
Risking Brand Identity
A lack of efficient and consistent color development and communication often makes it difficult for companies to produce products, product packaging and advertising material with the precise brand or logo colors. This can lead to the incorrect perceptions about the brand or a failure of brand recognition which negatively impacts sale.
Achieving Brand Identity
Insure color consistency and efficient, precise color communication by using Certified Color Standards
Color Solutions International provides the ability to insure color consistency. Whether your manufactured is done in Hong Kong, in the US or Mexico, CSI Color Standards provide accurate color communication. To achieve best possible results the used standard should be on the same substrate and the same coloration as the end results. Therefore CSI offers Certified Color Standards on customer defined substrates.
Coordinated colors across substrates to ensure the right brand colors on products, packaging and marketing materials.
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Certified Color Standards are available for textile, paper, wood, metal, plastic and packaging materials. We develop matching standards available across substrates so that you can display color consistency throughout all categories of your brand. This will ensure that your Brand is always presented in the right way and it will guard your Brand Identity.
Find out more about Certified Color Standards or Contact us for more information.
