Importance of Color in Branding

Color is very important in branding and marketing because it’s where first impressions of customers are based. Also, color is the secret in producing a good identity for a company. Colors are more than just a visual aid because colors convey emotions, feelings and experiences. There are meanings behind various colors and for companies choosing a color scheme it can affect their business, it may either make or break them.

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Why is Color Important?

A brand’s aesthetics are a very essential part of its story, heightened by the fact that the brain processes visual stimuli faster than text. The design and color combination of a brand’s logo, website, product packaging, etc. form a visual representation of its identity. These elements should give insight into a brand’s personality, story, and values.

Even though consumers might not always be aware of this, many marketers use color psychology to invoke different emotions and responses. New brands should embrace hues that distinguish them from their competitors, so they have a better chance of standing out and making an impact.

For example: Facebook, Samsung, and American Express have all channeled the color blue to promote reliability and responsibility to their clientele. Despite having completely different services and products, they share a common goal of providing a sense of security to it’s customers by their use of serene color.

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Colors and Their Meaning

RED – Creates a sense of urgency, which is good for clearance sales. Encourages appetite, thus is frequently used by fast-food chains.

BLUE – Provides a sense of security, curbs appetite, and stimulates productivity. The most common color used by conservative brands looking to promote trust in their products.

GREEN – Used in stores to relax customers and for promoting environmental issues. Green stimulates harmony in your brain and encourages a balance leading to decisiveness.

PURPLE – Stimulates problem-solving as well as creativity. Frequently used to promote beauty and anti-aging products.

YELLOW – Yellow is the color for vibrancy and optimism. It can also be motivating and captivating, that’s why some tag prices are in this color because it helps get the attention of customers.

ORANGE – This color can be effective for children because of its cheerful, friendly and fun feeling.

BROWN – This shade elicits simplicity and stability. It also looks very down to earth.

BLACK – Black promotes a serious or classic campaign. There is also sophistication and exclusivity in this color which works well with expensive products.

WHITE – This color looks very plain but when used, it shows purity, cleanliness and is very enticing to the human eye.

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Factors to Consider When Selecting the Right Color For your Brand

Aside from the meaning of different colors, business owners should also be aware of the other factors that they should consider in choosing a color scheme, here are some:

Appropriateness

Business owners should know what message they want to convey to the public given the kind of business they have, in that case, the message could be matched to an appropriate color shade.

Target market

It is also important for business owners to know their target market and to whom they offer their services or products so that the color will also be appropriate to the kind of encouragement needed for the target customers.

Consistency

Consistency in the color scheme of a brand strengthens its identity in the market. It also helps the brand to stand out and rise against the tight competition in the industry. Further, consistency also gains the trust, loyalty, and familiarity of customers.

Properly choosing colors will define your brand’s value, strengthen and support your brand positioning, enable greater awareness and customer recall, and distinguish your brand among its alternatives. Color should not be underestimated because studies have already proved that this element has a connection to human behavior and in the long run this color will represent the company in the coming years.

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History of Vehicle Graphics

In the last decade, vehicle graphics have transformed from an activity normally utilized by businesses with fleet trucks to a popular option for consumers and their cars, trucks, and SUVs. Companies have been using graphics to advertise on their vehicles for more than a century, and the first known examples of automotive advertising occurred around the turn of the last century.

How it All Started

In February of 1900, Milton Hershey became the first to use an automobile to advertise by painting his Lancaster, PA Hershey brand on a vehicle. Later, more embellished designs like Kolb’s Red Label Bread came to surface, incorporating different type faces and imagery. Originally, the only choice was to use paint, but soon something more durable, flexible, and with more design options hit the scene. Paint reigned supreme in the graphics world, and kept its exclusive place for over 50 years. But by the late 1950’s and into the 1960’s a new material began to emerge on the scene and changed the world of graphics forever: vinyl chloride.

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Vinyl for Advertising

At first, only large clients like the U.S. Air Force could afford to use self-adhesive vinyl graphics, but by the 1980’s vinyl production costs and die-cutting technology became affordable enough for small businesses to be able to letter their vehicles without paint.

By the early 1990’s, colorful die-cut vinyl had become the primary method of marking vehicles with lettering and logos for big businesses, while paint remained the choice for customizers and enthusiasts.

In the late 1990’s, new technologies emerged that allowed printing vinyl with a wide format electrostatic printer, but like die-cut vinyl before it, only the largest companies could afford to use it and its capabilities were extremely limited in design, color and image quality.

As the 21st century arrived, an advance in technology happened that not only made it possible for startups to purchase the equipment necessary to print on large format vinyl, but also to make the designs more striking than ever. With piezoelectric inkjet printers, large format graphic design software and computers that could handle over a gigabyte of data, the vinyl wrap was invented.

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Today, vehicle wrapping can be seen everywhere! The industry continues to innovate with better products, strategic printing and installation practices, and more sophisticated designs. If you’re interested in an advertising vehicle wrap for your business, contact Graphic Communications today!

 

Constructivism

Constructivism is an artistic and architectural philosophy that originated in Russia beginning in 1913 by Vladimir Tatlin. The movement was in favor of art as a practice for social purposes. Constructivism had a great effect on modern art movements of the 20th century, influencing major trends such as the Bauhaus and De Stijl movements. Its influence was widespread, with major effects upon architecture, sculpture, graphic design, industrial design, theatre, film, dance, fashion and music.

Main Ideas of Constructivism

– Constructivists replaced art’s traditional concern with composition with a focus on construction. Objects were to be created not to express beauty, or the artist’s outlook, or to represent the world, but to carry out a fundamental analysis of the materials and forms of art.

– Constructivist art often aimed to demonstrate how materials behaved, for instance, what different properties had materials such as wood, glass, and metal. The form of the artwork would be dictated by its materials .

– Constructivism art is a symbol of the modern era. The International movement influenced by the Russian avant-garde movement focused on the idea of art as an object and used new materials to highlight advances in technology and industry.

Vladimir Tatlin

Vladimir Tatlin is often hailed as the father of Constructivism. He had collaborated on the preceding Cubo-Futurist movement. His interests changed during a visit to Paris in 1913, where he saw a series of wooden reliefs by Picasso. Tatlin appreciated that the reliefs were not carved or modeled in a traditional manner but composed in an entirely different way, and put together from pre-formed elements. On his return to Russia, Tatlin began to experiment with the possibilities of three-dimensional relief, by using new types of material and exploring their potential.

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Pablo Picasso Mandolin and Clarinet 1913

In 1919, Tatlin had achieved some prominence as a representative of different paths for the Russian avant-garde. At “0.10, the Last Futurist Exhibition of Painting”, Tatlin unveiled his Corner Counter-reliefs. The latter were suspended in air across a corner of the room, instead of being attached to the flat surface of a wall, and their abstract forms defied the traditional idea that relief should depict a figure or an event. Instead, the Reliefs allowed the viewer to focus on the types of materials used, and how forms were arranged in relation to each other.

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Vladimir Tatlin Corner Counter-relief 

It wasn’t until Tatlin exhibited his model for the Monument for the Third International that Constructivism was truly born. More commonly known as Tatlin’s Tower, the unusual spiral-shaped building was designed as a government office building. It was planned to rise higher than the Eiffel Tower, this triumphant commemoration of the Russian Revolution was to be modern, functional and dynamic. The project proved an inspiration to the artist’s contemporaries, who quickly came together to debate its consequences, and hence Constructivism came to life.

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Vladimir Tatlin – Model for the Monument to the Third International.

The Revolution of Constructivism

What stood at the root of the period was a desire to express the experience of modern life. Similarly to the Italian Futurism, the focus was on the demonstration of dynamism and the creativity was seen as a tool for re-invention. Developing after the World War I, Russian constructivism pushed towards the art that would serve social change and inspire people to rebuild the society in a Utopian model. Concerned with the use of ‘real materials in real space’, the movement used art as a tool for the common good, much in line with the Communist principles of the new Russian regime. The art in service of the revolution needed to be bold and stripped of any emotions. This way of thinking was greatly diffrent from the standpoint of the Suprematism, which was using abstraction to break free of the expectations and limitations of the physical world and to connect with something more pure or spiritual.

White Space

A strong design requires careful attention to both what’s there and what isn’t there. White space is important because it tells our brains which elements in the design are the most important. It helps us process these elements, both on their own and as part of the overall image.

What is White Space?

White space refers to the space left in between elements of your design. It is also often referred to as negative space. It is essential for a balanced and harmonious layout and without it your design would look cluttered and overcrowded. While the term used is white space, it does not necessarily mean it is white. The space may be any color or texture that represents the negative space in your design.

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Types of White Space

Passive White Space
This is the white space that occurs naturally, such as the area between words on a line or the space surrounding a logo or graphic element.
Active White Space
 This is the space left blank intentionally for better layout or structure. Active white space is often asymmetrical, which makes the design look more dynamic and active.
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Why is White Space Important?

Improves readability and comprehension

When text and images on the page are cluttered and overcrowded, it can make your design quite difficult to read and comprehend. Adding white space allows the reader or viewer to focus on the key message or design in front of them. This applies to both text and design elements. White space allows the reader to easily read and understand what they are viewing.

Highlights a key message or design element

White space is a creative and powerful way of drawing the reader or viewer to a particular element of the design. It is also a powerful way to create a certain mood or look in a design piece. It can create focus and highlight design elements by offering visual cues to which elements belong together and which are separate.

Increases visual appeal

White space creates focus, balance and reinforces quality and professionalism. It is visually appealing and creates a clean, relaxing visual effect.

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The general rule of thumb is less is more. Don’t overcrowd your design in an attempt to push your marketing message through. Strategic and thoughtful use of white space is important and will offer a more professional representation of your brand.

Rebranding

Like anything in life, brands evolve with the times as their target audience changes or they have grown to offer new services. When first starting a company it can be difficult to know exactly who your future customers will be. You learn as you go along so your brand must evolve to meet your customer’s expectations.FortyTwo

When is it Time to Rebrand?

The decision to rebrand is usually made when a company feels that their brand does not match the company that they have become. Whether it is because you are no longer reaching your target market or because your brand has become dated. 

To reach a new audience

Your current brand may not be attracting the customers or clients you want. 

Values have changed

If your brand values and overall philosophy have changed leading you to take a different direction with your company, your brand should reflect these values. 

Outdated

If it’s been decades since you have updated your brand’s identity it may be time to determine what changes can modernize your look. These changes can be minor to major.

Refresh or Total Rebrand?

If you’ve decided that the company would benefit from rebranding, it’s time to determine the scale of this effort.

A Refresh

This is a lighter and more targeted effort. A simple refresh makes sense if a specific element of the brand could use a more contemporary take, as in the logo or product packaging look dated; or if there have been developments to the business, as in new products have been released.google-logos-1998-2015-020915

Google’s logo has gone through several refreshes throughout the years, all of which are relatively minimal. 

Total Rebrand 

This is a wide-reaching and high-effort brand overhaul. If a critical part of the business has changed—for instance you’re pursuing a completely new market, targeting a different demographic, selling a new core product, or are undergoing a merger/acquisition then it might make sense to do a total rebrand.doritos

Doritos newest logo gives a more action-oriented vibe. They have been promoting themselves as ‘bold’ and this logo reflects that sentiment. 

Rebranding Process

Define

Determine if a rebranding is needed and identify the specific reasons. 

Develop

Devise a plan to rebrand. Once you’ve identified the reason for the rebrand, you need to come up with an outline of how to achieve your goal. Include projected costs and a timeline indicating important targets.

Design

Visualize the Future. Developing the design includes testing for quality and functionality of the logo, font, and icons. They are developed inconjunction with the brand statement, story, and tagline in mind. This may take some time spent positioning all the elements of the design and tweaking it to perfection. 

Deliver

Implement the brand changes. Transition your brand to the new logo, product, etc. in accordance with your established plan. Update your business cards, letterhead, website and social media profiles as needed.

Rebranding is a big decision. The decision should be made with as much care as you took when you started your company.  Though your customers are changing, they still crave the comfort of familiarity. By mindfully taking advantage of your years of experience and paying close attention to your target market, you can navigate your business into the future. 

Redesigning Your Website

Nowadays, it’s extremely important for any business to have a nice looking and easy to use responsive website. Many people, while doing their research, check your company’s online presence along with your competitors before they contact you. Your company website is an essential element that users base their first impression on. iI done right, your website can be your 24/7 salesperson.

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Outdated or Un-appealing

Companies go through a website redesign process for different reasons, but the main one is because it is an old looking site. You will not believe how many companies still have websites that look like they were done decades ago. Even people with no experience in web design can tell they’re outdated. This can hurt your business, especially if users are choosing between several competitors. Consumers will most likely go with a company that has a nice looking and easy to use website because it provides the assurance that the company is growing and on top of the latest trends and technologies.

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Not Mobile Friendly or Responsive

It was easy for companies to maintain their desktop-only sites several years ago when people didn’t use their mobile devices to shop, order food, do research and connect with their friends. Now more than 17% of all web traffic comes from mobile devices and 1 out of 4 internet users only access the internet on a mobile device. So, if your site isn’t responsive yet the chance you’re losing leads and maybe even customers are high. By incorporating responsive design into your website, you’ll be able to reach a larger audience.

Having a responsive website design means that your website has been built so that the structure, content, and images of the website all appear the same on any device. This means that customers will be able to easily use your website no matter the device they are using.

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A website has about four seconds to make an impression before users hit the back button. When visitors reach your website, they want to quickly find the information they are looking for without too much digging. If it is too difficult for users to navigate through the different pages on your site, they will quickly become frustrated and turn to other sources for what they are trying to find. Ask yourself these questions when looking at your website:

  • Can you quickly sum up your core services?
  • Can you find the information you’re looking for?
  • Can you easily tell where you are on the site and see where you want to go next?
  • When you’re on a service or product page, is there a clear call to action to take you to the next step?

If you find yourself getting lost on your site and it takes you more than a few seconds to find the information you’re looking for, a redesign is probably in order.

Redesigning your website is a major task. It doesn’t matter if you do it yourself or hire a freelancer or agency to do it for you. A redesign not only involves time but also, an allocated budget.

Just remember, a well-designed website is one of the most effective marketing tools you have – make the most of it by keeping it fresh, up-to-date, and easy to use.

Why is social media important for your business?

There was a time when social media was considered by some as a passing fad. Something that “the kids” were using that businesses could never really benefit from. Over time, the skeptics were proved wrong. There are over 3 billion internet users and over 2 billion of them have active social media accounts. Social media generates a huge amount of data about your customers in real time. Every day there are over 500 million Tweets, 4.5 billion Likes on Facebook, and 95 million photos and videos uploaded to Instagram. Behind these numbers is a significant amount of information about your customers — who they are, what they like, and how they feel about your brand. When you have a presence on social media, you make it easier for your customers to find and connect with you and by connecting with your customers on social media, you’re more likely to increase brand awareness and brand loyalty.

Brand Awareness

Social media proves to be a powerful tool when it comes to growing your brand awareness. Every single step that you take to increase brand awareness will impact the overall growth of your business in the long run. Increasing brand awareness requires a number of steps to be effective though. Here are some steps you can use to boost brand awareness:

Find Your Audience: Before you start focusing on a particular social platform, find out what your target audience is on. You can do this by searching for relevant conversations about your product or industry.

Use Visuals: Once you know where your target audience is, it’s time to grab their attention by using eye-catching visuals with your content. Images and videos are a great way to help grow your brand awareness on social media channels.

Create Conversations: Social media is all about building conversations. Talk, listen, and get involved with your customers to showcase your personality.

Measure Your Efforts: Use the tracking tools provided by the platforms (such as Facebook Page Insights), along with other external tools like URL shorteners, Google Analytics, etc. to measure your activity on social media.

Build Authority: If you want a higher engagement rate along with better brand awareness, then work on building your authority by sharing real value.

Increasing Brand Loyalty

The vast majority of your customers are glued to their mobile devices each and every day and within seconds can land on any one of your social media channels in an attempt to better understand your company and ultimately your reputation. What that potential or current customer sees on social media, whether it’s a review, negative comments, or just how you are interacting with and treating fans and followers, can make or break their decision to do business with you. Some ways you can use social media to build and increase your brand loyalty include:

Telling Compelling Stories: Sharing relevant content that interest your fans and followers. It can range from important industry news, highlighting your employees, or telling compelling stories around your products or services.

Listening to and engaging customers: Customer service has a tremendous impact on brand loyalty. If your customers feel you actually care about them and value their feedback, they will stick around.

Rewarding Your Loyal Customers: Offer incentives, have a prize giveaway, or create a reward program. You can even offer exclusive deals or special discounts specific to only those who follow you on certain social media platforms.

Running Periodic Contest: Contests are a great way to grow your customer base, but they can also excite your existing customer base at the same time and encourage brand loyalty.

Boosting Brand SEO (Search Engine Optimization)

With the number of people on social media and its worldwide reach, social media is a great way to build your web presence and quickly build an audience. If you want to be found among the millions of sites on the web (and the 571 new websites being created each minute), you will have to up your social game. The bigger your brand is and the more consumers trust you, the more likely you are to receive a bigger number of clicks in Google. Social media can be a great and efficient way to help you build your brand and get noticed by people who wouldn’t have otherwise found you. Once you start getting more of the share of clicks in Google from your expanded audience, the higher you will start to rank.

Social media doesn’t seem to be going anywhere any time soon, if anything it is growing every day. If done right it can prove to be really cost effective. Because as of today, even the paid social media campaigns, such as Facebook ads, are cheaper than other advertising options such as search engine ads. Having social media seems to no longer be a matter of choice if you want to succeed and be noticed. Your business needs it. Every business needs it.