Color Yourself Successful

Over time, thoughtful and consistent use of color becomes emblematic of a brand, and can be as powerful an identifier as the corporate name and logo. Automotive icon Enzo Ferrari once said of his namesake sports cars, "It's not a Ferrari if it's not red". And, of course, Ferraris are no ordinary red, they're Rosso Corsa (race red) – the official Fédération Internationale de l'Automobile designated racing color of Italy. With one vivid stroke a single color identifies the company and products, symbolizes their raison d'etre, and creates an emotional connection with an entire nation by embodying it's proud racing heritage. The effects are profound. Ferrari is one example of many leading global brands that have utilized the associative and emotional impact of color to create an advantage. Think UPS brown, or Tiffany & Co. blue. 

So, if color is communicating on behalf of your brand, what is it saying? The truth is, different things to different people. Though we all see the same colors, we interpret and remember them through the lens of our varying experiences. What some view as a lovely yellow ocher others may view as, well, vomit. And, despite Enzo's assertion, plenty of people don't like red for a car - even a Ferrari. Ultimately, color is subjective. So, what do you do when considering color options that will represent your business? Start by keeping these tips in mind:

1)  Select a color you can own: Be it red, green or periwinkle, consider a color unique to your industry. Color associations increase brand recognition and build brand equity. A distinctive blue box confirms that it's no ordinary bauble inside, but a Tiffany bauble. The difference in perception is significant, before the box is even opened, and the gift revealed.

2)  Understand cultural significance: Color connotations vary greatly among disparate cultures. Be aware of variations and both positive and negative associations. For instance, in the United States white symbolizes purity, as in a wedding gown. However, in many Eastern cultures, white connotes death and mourning – a potentially valuable bit of information if you are expanding into Asian markets, or targeting an Asian demographic.

3)  Consistency is king: Whether print, pixel or paint, on paper, screen or fabric, your palette should be consistent. Your logo should appear the same color on your business card as it does on your signage or the embroidery on a uniform. Corporate colors are sacred. Coca Cola red is never Coca Cola reddish-orange.

4)  Understand the impact of technology and production processes: Electronic file formats affect color in different ways. A CMYK .eps file set up for printing does not treat color the same way as an RGB .jpg file intended for onscreen graphics. Variations will also occur between process printing and spot color printing. Coated versus uncoated papers, and even gloss versus dull finishes can completely change the complexion of color. Differences can be significant - and detrimental - if care is not taken.

5) Consider the costs: Mixing a truly unique color from scratch can surely produce one-of-a-kind results. However, the cost of reproducing the color for all applications can become expensive, and custom mixes are often difficult to manage, and more likely to result in errors. Distinctive colors, and color themes, can be had by utilizing commonly available  resources. The Pantone Matching System (or PMS) is the industry standard for printing, and provides a broad spectrum of colors. Resources like Pantone offer economical options that are easy to reproduce consistently.

6) Once you own it, really own it: Protecting a distinctive color is as important as protecting your logo, slogan, or other visual elements of your brand identity. Trademarking your color(s) will shield you from copycats seeking to infringe upon your brand equity. A Color Trademark protects colors used to perform the trademark function of uniquely identifying the commercial origin of products or services. The UPS brown, for instance, dubbed Pullman Brown, was trademarked by the company to prevent competitors from applying it to their branding.

7)  Go with a pro: When developing a corporate color palette, and implementing those colors across your brand, work with a professional graphic designer. A competent designer will be proficient in color theory, and be able to assist you with the complexities and nuance of visual communication - as well as navigate you through production obstacles to ensure accuracy and consistency.