Colors
Color is used to evoke emotion and express personality. It stimulates brand association and accelerates differentiation. As consumers we depend on the familiarity of Coca-Cola red and Starbucks green. We see the color and a set of impressions comes to us.
Primary Brand Color
The color which the brand is mostly identified by.
1. Is the color distinctive?
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2. Is the color differentiated from that of competitors?
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3. Is the color appropriate to the type of business?
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4. What do you want the color to communicate?
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5. What meaning have you assigned to the color?
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6. Does the color have positive connotations in the audience?
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8. Will this color work in signage?
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Color System
1. Will the color system be flexible enough to allow for a range of dynamic applications?
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2. Does the color system support a consistent experience of the brand?
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3. Does the color system support the brand architecture?
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4. Is the color system differentiated from that of the competition?
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References
Designing Brand Identity