Communicating with Colour

COMMUNICATING WITH COLOUR THE INTREPID MOON BRANDING SERIES People make a subconscious judgement about a person, environment or product within 90 seconds of viewing it. Between 62% and 90% of that assessment is based on colour alone. " The CCI Colour Institute Of all forms of non-verbal communication, colour is the best way of conveying messages and meanings. CHOOSING THE RIGHT COLOURS FOR YOUR BRAND Every business has an identity - a personality - that allows you to convey your qualities, values and innate message to the world. This identity is mainly expressed through colour, as well as fonts, icons and patterns. When you translate your identity into colours, your brand message is strong, clear and cohesive. Using the right colours for your brand personality means your message will resonate on an emotional, mental and physical level. When your brand message resonates with your ideal clients, you establish rapport, trust and familiarity. It's important to not only understand your business identity, but to also identify with your ideal customer. By curating specific traits and personality characteristics, you will have human qualities that resonate with you and the work that you do. This makes 'speaking' to your customers easier, as you will learn to speak their language - and understand how you can package your products and services to match their needs. COLOURS, EMOTIONS AND VALUES The process of choosing colours is twofold; first, you must identify with your ideal customer. Then, you get clear on your brand identity. The colours you choose will meet somewhere between these two 'personalities'. When deciding on the exact colours to use, ask yourself these questions: • How will mų ideal customer feel about this colour? • Will this colour convey trust? • Does this colour convey a brand identity value? Excitement, energy, passion, love, desire, speed, strength, power, heat, aggression, danger, fire, blood, war, intensity. RED Energy, balance, enthusiasm, warmth, vibrant, expansive, flamboyant, demanding attention, fresh. ORANGE Joy, happiness, optimism, idealism, hope, imagination, sunshine, summer, gold, philosophy, friendship. YELLOW Nature, environment, healthy, good luck, renewal, youth, spring, generosity, fertility, adventure, progress, safety. GREEN Peace, tranquility, calm, cool, stability, harmony, unity, trust, truth, confidence, conservatism, security, cleanliness. BLUE Royalty, nobility, spirituality, ceremony, mystery, transformation, wisdom, enlightenment, honour, creativity, sensuality. PURPLE Love, romance, caring, tenderness, calm, acceptance, unconditional love, nurturing, purity, openness, feminine, affectionate. PINK created by Jules Robson intrepidmoon.com f: Intrepid Moon t: @lntrepidMoon +