//COLOUR

Choosing the right 'colour' for your brand 

At No Vacancy, we take colour very seriously. Colour theory can be extremely complex, interesting, in depth and at times controversial in its analysis, but when you strip it back to the basics, no one can argue the power that colour has on our daily lives. It’s important to at least understand the basics when making informed decisions about your brand or the wall colour you choose to paint your reception area.

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Colour affects our mood, desires and our actions. Different colours also have different cultural meanings and are often completely different from country to country, not to mention personal preferences.

However, when it comes to choosing the ‘right’ colour, research has found that predicting consumer reaction to colour appropriateness is far more important than the individual colour itself and there’s plenty you can learn and understand to make more informed decisions.

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I often recall a great example that the head of my design team once shared with me from a bestselling book called Drunk Tank Pink. In the book, the author Adam Alter made reference to how violence in holding cells was lowered after the walls were painted a shade of baby pink. It’s fascinating that even hardened criminals can be deeply affected by the power colour has on them.

When it comes to making colour choices for your business, you can use similar principles that global brands use. Check out our guide below showing some of the major global brands and what their brand colours represent.

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Tim McPherson has been head of design craft at various global advertising agencies. “As the agency’s head of craft, I spent most of my time taking care of photography, retouching, 3D modelling, typography, illustration, motion graphics and branding,” Tim shares. “Colour theory has always informed the use of colour in marketing campaigns I’ve worked on.

“Until recently, I worked for a large advertising agency in Sydney. During my tenure there, we would analyse and discuss the importance of every element in each piece of communication created for our clients, and every design choice – from the style of font and especially our use of colour.”

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If you take colour seriously and would like to chat further about the best colour for your brand, send us an email.

TIPNick Bonney