Getting to grips with colour

Choosing the right colours for your brand 

I'm always surprised at how often colour is overlooked in the development of brands. This is often the case with small businesses and its really worth stressing just how significant the right use of colour is to your brand. 

Colour has an impact at a subconscious level, for example you may think black looks sophisticated, but for many when applied to a brand it can suggest the unknown and uncertainty. This for businesspeople isn't going to be a positive attribute. 

So when you work with your designers or develop your own brand imagery, do some research into colour and your target audience to ensure your choice of colour is going to work for you and not against you.