What function do colors have in brand design? 

If you are like most people you would believe it is what you see. This is known as visual brand design. It is only part of the story. Design is the total sum of every aspect of the brand. It includes pictures, videos, powerpoint slide shows, and the written word. 

It's purpose is to evoke emotion

What do you want your visitors to feel? Every part of a brand in some way is about making a person feel the emotion you want them to. Colors play a large part in this. Black, white, and blue are pretty much a given. You don't want over five colors to depict your business. This is due to your designs use in more than one media. 

When children are your audience

This was created by an eight year old. Purple and this light green were the colors she liked best.

Due to the nature of our social cause we don't use the children's name online.

First let us say this is not one of our brand colors. Children have different ideas of what colors they like than

adults. All of the children here like to use Microsoft paint. What we noticed is each has their favorite color, as they age their favorite colors change. The youngest always seem to use primary colors. At around age eight this changes. They go for more vibrant colors like the one above. 

What does this mean?

When you are creating a design the colors you choose should be aimed at your audience. They should evoke the emotion you want them to feel. In every case the colors you use should fill an emotional need of your audience. 

The written word

Every great one designed to tell a story. The story is written to evoke emotion also. What do you want your audience to feel? What changes awww I think I can live without this; to "I gotta get me one of those?" 

Use what you know

If you want people to buy your product you have to write about it. This is not for you. It is to explain the benefit of it to your potential buyers. The first question which probably won't be verbalized "What is in it for me?" 

Design is created for people by people

There are companies who have become large because their design fit a certain lifestyle. They go out of their way to see the lifestyle preserved. 

Companies find a well defined group of people and create products which fill a need for them. They make sure people within the niche feel they can't live without their product. 

The buyers then become a group of branded people who support and become members who support it.

© April 27, 2013 11:50 PM Dennis Thorgesen for Lisech eMarketing, All rights reserved.