Business owners large and small implement various scales of marketing campaigns.  With every one of these marketing campaigns there is a certain set of brand standards utilized.  Brand standards (or guidelines) descriptively define uses of your logo, pictures/graphics that are used or avoided, specific font families, and the visual or illustrated effects incorporated in the marketing material.  However, one of the most important aspects of establishing a brand standard is the company’s color palette.

Effective color combinations and efficient utilization of that color palette can significantly enhance an audience’s retention of that your company which gives you a definitive advantage over your competition.  Along with this, if the appropriate color combination is used for a particular company, it can increase an audience’s understanding of the marketing material by 73%.  To top those off, if you are able to use a meaningful color palette with your company’s marketing, you could also increase brand recognition by 80%.

Alright, now that you are sold on the idea of color consistency and fully understand why you should maintain brand standards for color, let’s take a look at a few quick tips on how you can maximize your color choices:

• Utilize your color palette and logo throughout all marketing material.  Remember, the trick is to expose your target audience to your brand and logo as much and as efficiently as possible while increasing brand recognition and memory retention of your company.
• Establish new (full-color) marketing material that is consistent with your logo and chosen color palette.  This will help draw attention to your materials and help your audience remember your company.  However, never settle on just one format of these materials.  Always experiment, research, analyze, and adapt your marketing campaigns so that you are consistently changing with your audience’s needs/wants.
• Choose colors that compliment each other and will enhance the aesthetics of your marketing campaigns.  It’s not just about what the colors mean individually, but it is all about how the appropriate colors compliment each other and enhance your brand.  This also goes hand-in-hand with the retention of your company as well as how your company is recognized against other competition.

While we will always suggest that you attempt to learn how to establish these brand standards and help yourself, these are not easy tasks to handle by yourself so if you need assistance or advice please contact us at Impact.  We specialize in branding and marketing and would love to help you out, and as always, if you have a comment please leave it below!

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