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April 11, 2014

Color | Part Two

Does your brand have a signature color to stand out from the crowd?

A school bus by any other color is no longer a school bus. Its essence is expressed by the color yellow. As consumers, we depend on the familiarity of Coca-Cola cans that they are red and UPS trucks that are brown. A person doesn’t need to read the type on a Tiffany gift box in order to know where the gift was purchased. Tiffiany’s signature blue sets off a series of immediate impressions that are aligned with the company’s overall positioning and brand identity strategy.

In the sequence of visual perception, the brain reads color after it registers a shape and before it reads content. Choosing a color for a new identity requires a core understanding of color theory, a clear vision of how the brand needs to be perceived and differentiated, and an ability to master consistency and meaning over a broad range of mediums.