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April 18, 2014

Color | Part Three

Color Brand Identity Basics:

The ultimate goal is to own a color–a color that facilitates recognition and builds brand equity.

Different viewers experience color differently in various environments. The designer is the ultimate arbiter for setting consistency across platforms.

Ensuring consistency across multiple media is an enormous challenge, and there is no off-the-shelf solution.

Color is dramatically affected by various file formats and reproductions media. Test. Test. Test.

Remember, most of the world is on a PC and uses PowerPoint.

A commitment to quality reproduction and execution needs to be a top-down initiative in order to insure that the asset is protected.

Sixty percent of the decision to buy a product is based on color.

One can never know enough about color. Depend on your basic color theory knowledge: warm, cool, values, hues, tints, shades, complementary colors.

Develop the best tools to ensure the proper use of brand color.

Colors have different connotations in different cultures. Do your due diligence and research those markets and cultures.

Use color to build meaning and expand connotation.