This does not go with that.
We are familiar with the popular dress shop jingle that says “This goes with that”, but when it comes to branding This often does not go with THAT.
And the result can be very damaging for your brand.
Most business owners do not realize when this happens …
What we are talking about in this article is color.
Many colors just do not go together for branding, or for anything.
The whole point of branding is to create a something that is:
- Easily recognizable
- Very memorable
To be memorable, your brand must first be recognizable.
But too many brands are made up of colors than blend together which makes them
- Hard to read
- Hard to recognize
Promote Promote Promote
So you've got a brand. Make sure that you support it's recognition.
Well known brands like Toyota and Nike can use their logos without any supporting information because they are already very recognizable.
But for the rest of us, it is vital to include supporting information on promotional materials like T-shirts and stickers, including the company name and / or website address.
If your logo incorporates the initials of your business! do not just put the initials of your business, eg HPW.
Because few people will know what that is … and there will be no net effect in your sales results.
You must associate that brand or logo with an actual business, until it is very widely recognized by the public, (or your target audience).
Otherwise it is just wasted effort.
Back to colors
… and the theme of this post.
Some colors just do not go with other colors.
- Light colored fonts on light colored backgrounds
- Dark colored fonts on dark colored backgrounds
- Colors that are similar
- Colors that have little contrast
Dark text on light background is generally easier to read then the reverse.
And generally, the wider the color contrast, the better.
Why is this important?
The whole point of advertising of any kind is to convey a message to the public.
But the message is not going to get across if it is obscured in colors with low contract.
One must also take into considering that percentage of the population in the gray area where they may need reading glasses but they do not own them, or they do not use them regularly.
Well, that is quite simple really!
What should you do now?
- Look at examples of artwork to make sure that the colors work and words are readable.