Your customer’s brand deserves its own unique colors
By Dan Antonelli
Posted on Monday, December 16th, 2019
Whenever we’re designing a new brand for a client, we’re always talking to them about the importance of owning their brand colors. I guess that in theory every company owns their brand colors – but the real question is—are they the sole owners of their brand colors?
That’s the bigger question. If their colors are the same colors of their competitors, then they really don’t own their own unique colors. Their colors are potentially being confused with their competitors. For example, if your competitors vans are predominantly yellow, why would you want yellow vans as well?
Colors and brands work in harmony to trigger recognition for a company in the minds of the consumers they are trying to target. Obviously, in theory, there’s an almost unlimited combination of colors designers can choose when picking a brand color scheme. However, so few businesses choose color combinations that are unique. Instead, they choose ‘safe’ colors that they’ve seen used over and over again.