Printing Color: Passing Information and Value

Are there any doubts about the impact of color in today's business world? If your job is related to marketing, display, design, advertising, point-of-sale or retail, then it will certainly need to use color to communicate with others in a timely manner.

Brand image and identity

Although a successful brand identity is generally composed of unique shapes, eye-catching symbols, and vivid colors, it can really touch people's emotions or color.

The logos of many famous brands have adopted specific colors, and they are all recognized by color. Think of Coca-Cola's red, American Express's blue, Kodak's yellow and blue, BP's yellow and green, and DeWay's black and yellow, all of which have left a deep impression on people.

When the color and design of a logo are determined, it will become a brand image and will penetrate the market through various channels.

The more common communication channels are: printing and finishing materials, websites, packaging, point-of-sale display boards, signage, and the product itself, which together create an "overall brand experience."

When customers want to find brand information, they need to get this brand experience. In addition, it can make customers feel that they can get the same quality and service no matter what platform they use to purchase products.

There are five key steps in choosing colors for the brand image. They are:

Understand the situation of competitors. You certainly do not want to spend your precious time and energy to create a perfect image that has already been used by others.

If your colors are too similar to those of your competitors, then your products may be confused with their products, which would violate the brand image. In a complex market environment, the unique brand image is of crucial importance for the successful promotion of products/information.

Carefully study the background of the brand and make preparations. For example: What is the purpose of this product or service? What is the intrinsic value of this company?

This helps us find a color that can resonate with our target customers. For example, because blue gives people a feeling of firmness, stability, and reliability, blue is one of the most popular choices in the financial sector.

The real challenge is how to use blue light. Another solution is to arrange the various colors into a new combination and then let blue be the dominant color.

Understand the target customers. Conduct market research to understand how consumers feel about products and their preferences for color.

Many companies are currently using email to conduct lifestyle surveys. Through the survey results, we can clearly see the target customers' lifestyles and buying habits.

On the other hand, some companies do not believe in market research but simply listen to suggestions from designers or color experts.

Whether or not you conducted a market survey, your feelings and investment in education will be reflected in the final design.

When choosing the right color for the brand images, use color psychology in the first place. A key factor in choosing a color is its emotional significance.

Ensure the timeliness, credibility and reliability of the information, which will become the basis for your choice of color.
When there is a need to change any of the elements in the brand image, the color trend is burdensome, but it is better to combine the "new" color with the color of the brand image of everyone more digital.

It is worth noting that up to 95% of consumers are out of their own subconscious mind when making a decision. As for the choice of colors, most decision makers make decisions based on their intuition and feelings, so the appropriateness and first sense of color are crucial.

About 5% of policy makers are very rational. Therefore, most consumers do not make purchasing decisions based on logic alone. What they value more is feeling, and color plays an important role in creating these feelings.