Colors are not just visual elements, but crucial components in the toolbox of successful branding. This blog post is dedicated to the role of colors in a company’s brand identity. In my research, I look at how colors not only create aesthetic impressions, but also contribute significantly to a brand’s identity.
In the context of my master’s topic, it is relevant in that the targeted selection of colors plays a key role in shaping brand identity and the emotional connection with consumers.
The video „Beeinflussen uns Farben wirklich?“ from the YouTube channel „DW Deutsch“ is about the extent to which colors influence us. It also explains what colors are and how they are perceived by the eye via wavelengths. It also explains how colors are created. Birgit Weller, a product designer, deals intensively with colors and their effect. She looks at specific examples from the drugstore (razors, hairspray, shower gel) and explains the effect and purchasing decisions of different genders. Last but not least, the statement „Colors transport image“ is discussed. The effects of the colors red and green are evolutionary. The effect of other colors, on the other hand, is learned by people in the course of their development.
What do colors stand for and why are they an important part of design?
Colors are crucial in design and shape the perception of brands. They convey emotions, shape identities and attract attention. In corporate design, colors, together with other elements such as the logo and typeface, form the basic building blocks of a brand that shape its unmistakable appearance. (Vgl. PAPER PRODUCTS)
Color as an identity carrier using company examples:
An outstanding example of effective corporate design through color is Coca-Cola, whose red brand color and „Dynamic Ribbon Device“ send clear signals of identity and emotion. Other brands such as Milka, Ferrari and Telekom use characteristic splashes of color for high recognition. Since 1995, companies have been able to protect company colors at the German Patent and Trademark Office in addition to logos and lettering. (Vgl. PAPER PRODUCTS)
Colors in corporate design:
Successful companies protect their corporate colors to maintain uniqueness and a clear identity. Colors in design have a significant impact, from selection to application. The world of color psychology makes it possible to create impressive visual identities for brands or projects. (Vgl. PAPER PRODUCTS)
Colors in the brand identity:
Color choice is critical to brand identity, as a consistent color scheme across different materials creates a strong and recognizable brand. Examples such as the red of Coca-Cola and the blue of Facebook are instantly recognizable and contribute to the perceived brand identity. In addition to brand identity, colors are part of emotional reactions, purchasing decisions, target group appeal and cultural differences. (Vgl. Johnny Be Good)
Works Cited:
Johnny Be Good. “Farbpsychologie – Die Rolle von Farben in Der Markenbildung.” Www.johnnybegood.at, 5 Dec. 2023, johnnybegood.at/farbpsychologie-die-rolle-von-farben-in-der-markenbildung/#:~:text=Markenidentit. Accessed 5 Jan. 2024.
PAPER PRODUCTS. “Farbpsychologie Im Design: Wie Farben Emotionen Und Marken Beeinfluss.” Farbpsychologie Im Design: Die Emotionale Wirkung von Farben Und Ihre Rolle in Der Markenidentität, www.paper-products.de, 1 Oct. 2023, paper-products.de/Farbpsychologie-im-Design-Die-emotionale-Wirkung-von-Farben-und-ihre-Rolle-in-der-Markenidentitaet. Accessed 5 Jan. 2024.
