Colors are a key consideration in brand and logo development. The palette selected for the logo identity and supporting colors used throughout various communication pieces are intentional, whether to evoke emotion, provide visual cues or collectively tell a story. The colors selected for a palette plays a big role in the success of marketing and advertising campaigns, because well-defined color schemes give consumers visual cues about the promises of the brand and elicit emotional response.
The impact of a brand mark’s color may be unconscious to the consumer, but it’s an important exercise for an ad agency or marketing firm with the client team to undertake. Determining brand or campaign colors is about science and emotion. Colors elicit a variety of emotions from us. The wrong colors can be disastrous for a company.