Finding your colour
Colour is one of the first things people notice about a brand and call up an instinctive response in how they perceive it. Over the last few decades, there has been a significant evolution in colour preference in branding. Brands have had to adapt to changing tastes to keep up and stand out. In this article, we explore the world we live in today that affects our colour choice and examine current trends and, ultimately, discover when it is appropriate to break tradition.
Evolution of Brand Colours Throughout History
Brand management as we know it today, started in the 1950s. Suddenly there was pop art and eye catching headings in bold colour and font. Designers also started experimenting more with screen printing on posters. The free sprit of the 60s introduced a psychedelic blend of colours and fluid shapes. The environmentalism of the 70s grounded the these to a more natural field of earth tones and muted colours.
As with all fashion trends, branding colours sway back and forth like tides. Responding to the limited colour palettes of the 70s, the 80s embraced neon colours, drop shadows, and dot matrix patterns in bright pink, yellow and blue colours in what is known as the Memphis art movement. Brands explored this deeper in the 90s, minimalism gained momentum on one end, while punk and grunge styles emerged on the opposite side.
Cringy as anyone above thirty may admit, the 90s have come back in full revival, but tomorrow it will be another.
Images: Dall-e image generator
Embracing Modern Trends in Brand Colours
In the modern age, companies use colour and design from all the past eras to evoke emotion and create brand recognition. It all depends on the brand being presented. Pastel colours evoke a sense of calmness and refinement, while neon colours bring vibrancy and energy.
Some have recently chosen to not just choose one colour to present themselves, but instead use a variety of colours to cycle through. Others keep to a monochromatic black and white palette to offer timeless elegance. This is especially popular lately in the cosmetics industry and luxury clothing brands.
Challenging Conventions and Embracing Creativity
Expect the unexpected. Rules are meant to be broken, and creativity lies in knowing how to do it effectively. Traditionally, warm colours like red, orange, and yellow have symbolized energy, warmth, and excitement, while cool colours like blue, green, and purple have evoked calmness, serenity, and introspection.
However, as times change and new experiences shape our perspectives, these conventions are being overturned. Previously associated with the 70s, brown and beige are now associated with leather handbags, the dunes of Dubai, and Danish craftsmanship, as envisioned by younger generations.
Similarly, the perception of pink has shifted. Once considered childish and feminine. Think of Barbie and birthday parties. Now, in its softer and muted tones, a mist of rosy pink conveys a sense of elegance and grace. It brings to mind visuals of luxurious satin, spa treatments and garden weddings. And when it is placed along a deep royal blue, it conjures masculine images of tailored Italian suits and linen shirts with a touch of gold.
It all depends on the combination it is paired with, and the shade of it in the colour spectrum.
The Influence of Apps and Digital Platforms
In the age of apps and androids, we live most of our lives through apps and websites. Printing has gone out of fashion and graphic designers now have the advantage of utilising the wider RGB colour model, unrestricted by the limitations of CMYK printing. Colour mixing of RGB allows for precise control, enabling vibrant hues and gradients. The luminosity of digital screens further enhances the richness and vibrancy of RGB colours. This results in increased flexibility and consistency in colour. The boundaries within which we design are becoming fainter by the day. Referencing the past with the capabilities of the future is sure to bring possibilities we haven’t even dreamt of yet.
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