About the Author
Sarah is co-director of Malvolio. She brings her creative skills to the business, and loves concept development in commercial projects, illustration, and working on various self-initiated paper craft projects in her spare time.
Colours and expectations
Colours play a big role in branding. They create expectation in people’s minds before they process an image, or read a word.
This expectation is hugely important to consider when designing a logo, and developing a brand. Colours are often used across everything you eventually have made for your business, so it’s worth selecting them carefully.
Different shades of the same colour apply to this too; some examples are below:
Environmental, fresh, energetic.
Historical, classy, professional.
Energy, positivity, warmth.
Clinical, medical related.
Fun, friendly, child-based.
This list could go on forever, but you will see how even a different shade can hold different expectations to your customers. Instead of fearing a list like this, embrace it: knowing what colours mean can make your brand more engaging to the right people.