The importance of colour in marketing and branding can sometimes be overlooked; passed up as a secondary element to the brand mark or corporate imagery.
Brand creation follows a rigorous process at Metropolis and when done well, colours can unveil layers of hidden meaning, adding not only a quality of difference to the aesthetic of the brand, but also an educated sense of brand awareness, as well as a deeper understanding of the corporate messaging and specific target markets.
Colour affects the way we perceive brands. It engages and informs. Distinctive colour is impressionable, impacting on the purchase of products, so much so, that research conducted by the secretariat of the Seoul International Color Expo documents the following relationships between colour and marketing. ‘92.6 percent said that they put the most importance on visual factors when purchasing products. Only 5.6 percent said that the physical feel via the sense of touch was most important’.
So, we know that a product can be sold purely based on the colour of its packaging – the buyer subconsciously gravitating towards a label potentially based on an association with another known product, or perhaps an emotional response to a certain colour experienced in a ‘real life scene’.
It may even be that the colour of the product’s packaging is so vastly different from all of the other products, that this intrinsically makes the product more appealing.
At Metropolis, colour is one of the first elements explored when producing a brand. It can change the entire look of the brand mark and subsequently impact on consumer response.
We decided to expand the horizons for colour use by adapting the Kuler Wheel app developed by Adobe. Here, any user can develop new colour palettes, based on any object or real world scene. A simple ‘point and shoot’ mechanism from your phone and some built in receptors will pick up on the various colours within the scene.
We asked our ‘Metropolites’ to take a snap on their Christmas break and share. Once back in the studio we applied the Kuler app to the shots, creating a unique 5 colour breakdown for each team member, complete with HEX and RGB colourways. A beautiful array of colours was produced, encapsulating a unique feeling for each shot and creating a personalized colour palette for every team member.
From the use of the Kuler app, we can deduce that colour draws inspiration from almost anything in life, so perhaps when you are creating your next brand, you’ll take a step back from the pantone swatch books and instead look to something outside the box.
Experiment here: The Kuler App
Written by Rhiannon Folpp – Designer