By M. Isi Eromosele

Color is of major importance in Corporate Branding. A color scheme is one of the most significant critical success factors in the design of corporate branding and marketing materials.

Where a company has already established a strong, color usage in its branding materials could either further build it up or reduce its brand strength.

Established companies should ensure that their brand colors are consistent with the rest of their marketing. This plays a significant role in the establishment of their corporate brand identity. Corporate websites should obviously benefit from this established identity.

Companies need to build their brands around specific colors. Thus, when consumers think of these companies, they think of a specific color or a recognizable logo that contains these colors.

Since branding is wholesomely reliant on consumer perception, customers form assumptions and expectations of companies with well-known brands.

Branding is more effective when a company’s online marketing colors are in sync with that of its offline marketing materials and physical establishments.

Color choices are critical to the branding of a company, whether on a website, advertisement in a magazine or newspaper or brochure. Companies need to choose a standard color scheme that is used consistently throughout their marketing materials.

A website that is well designed and effectively uses colors that have been branded over a long period of time will strengthen the loyalty of its customers, through the familiarity their colors engender in these customers. The visitors are likely to feel at home instantly when they visit the company’s website.

Colors are crucial to building a brand’s image. The styles and colors of a brand should be replicated as much as possible throughout a company’s online marketing assets, creating a more unifying experience for its online visitors who may have also done business at the company’s physical offline locations.

In building a singular and consistent brand image, the company is more effectively able to meet its customers in the marketplace, whether online or offline.

When customers visit a brand’s website, they come with certain expectations. They expect a design style that reinforces the company’s identity. And, they expect to see familiar colors. If they encounter unfamiliar colors, the website is unlikely to have as familiar a feel to them as it would have with recognizable colors.

When a company brands itself with specific colors for many years, its customers will subconsciously associate the company with those colors. Breaking that color bond would be risky for the company. These colors would have become a big part of the company customers’ experience, engendering a sense of connection.

Color schemes play a vital role in corporate brand identity. The selection of a corporate or brand color should be done very carefully.

Colors have a strong power of communication and they are crucial towards creating a relevant and acceptable identity for a company in its marketplaces.

Brand colors must be in line with the trade or industry or nature of business. They should have strong appeal and a very impactful impression.

M. Isi Eromosele is the President | Chief Executive Officer | Executive Creative Director of Oseme Group - Oseme Creative | Oseme Consulting | Oseme Finance

Copyright Control © 2011 Oseme Group

By M. Isi Eromosele

In today’s competitive global marketplace, it is imperative that companies search for ways and methods to make a lasting impression on their current as well as potential customers. Color is a powerful tool with which to make this lasting impression.

If not used appropriately, color can affect the success of marketing campaigns, brand building, customer relations and customer perceptions.

Color should be a major consideration in the overall look of a company website, the design of business logos, marketing collateral, corporate identity package, product packages and importantly, the company’s office interior space. This aesthetic element is so influential that company and product brands are built around particular colors.

When consumers think about some major companies, they think of a specific color and the companies’ familiar logos, which contain the color. Since branding is dependent on customer perception, it is imperative that companies choose colors that represent their brand personality.

Since consumers see, read and interact with various media, such as websites, television, newspapers, magazines and brochures and the Internet, color choices are definitely crucial to the branding of a company. As such, companies should choose a representative color scheme that would be used constantly throughout their marketing campaigns.

When a well designed corporate website also offers colors that have been used for several years, the company benefits from the familiarity that the brand have with its customers. This type of consistent color usage tends to build loyal customers because of the comfort it generates in them. They feel at home.

A major reason why a potential customer is attracted to a website is its color scheme. This is especially true for retailers. The colors on the site make the first impression even before the customers get to read the content. No matter how good the quality of the content on a website is, the colors have to make the visitors welcome or they will leave.

When visitors open the website of a company they are familiar with, they bring certain expectations with them. They expect to see colors and a logo they are familiar with. Familiar colors constitute a major part of customer user experience when consumers visit a company’s website.

A company has the capability to control their visitors’ moods through the colors used in their offices. This is because human emotions can easily be triggered by the colors around them. Color can influence whether a customer buys a company’s product or not. It is imperative companies to know which colors can trigger certain emotions.

Organizations must choose the right color grouping that would trigger positive feelings in their customers. Color is the first thing a visitors to an office notice. It is the first thing shoppers notice when they entire a retail store. It is a subconscious mental reaction to their new surrounding.

Choosing the right corporate color is part science and part logic. Color schemes need to be customized to specific company situations and the industry they are part of. The colors suitable for a pharmaceutical company would be inappropriate for a retailer.

Red color indicates warmth and excitement. Green and blue, which are cool colors, improve peaceful and satisfied feelings. Dark colors make objects look heavier. Light colors make them look lighter. Colors mean different things to different people. Give careful thought to choosing your corporate colors. It is very important to your business.

M. Isi Eromosele is the President | Chief Executive Officer | Executive Creative Director of Oseme Group - Oseme Creative | Oseme Consulting | Oseme Finance

Copyright Control © 2011 Oseme Group

By M. Isi Eromosele

A site visitor forms his or her impression of your web site within the first 7 seconds. Whether the impression is positive will hinge on your site’s color scheme and its content, two very important components of any site. Your color scheme should enhance your site and its content, not distract your visitors. Color is a crucial element of corporate as well as well as business we design. Why? People react to color. It motivates them. It energizes them. It excites them. Conversely, if not done right, it repels them. It can bore them.

Whether they are conscious of it or not, visitors to your site respond to colors and other visual elements on your site. Psychology plays a vital role in this. An excited visitor is much more likely to engage in seeking the purpose of your site, whether it is to inform, entertain or sell products and services. As such, your site’s color must be in harmony with your site’s message.

Colors express a site’s mood, values, goals and personality as well as that of the company it represents. The colors of the site and those of the company’s must complement one another and synch together. In designing your site, carefully select your colors. In retail clothing, monochromatic colors such as blue and grey palette would be highly effective in allowing the clothing and models to stand out. The colors used should be relaxed and non-saturated, giving an easy going feeling. Colors chosen for the design should not obstruct the clarity of the content being offered at a website. Instead, it should give an attractive casual feel to the environment.

Websites that are built for a global audience must contain colors based on cultural and sensitive awareness. The symbolism of color should be treated with a high level of sincerity. For example, red is the color of blood and fire and should not be linked with the tranquility and godly peace offered by a church web site. In China, a man wearing a green hat signifies that his wife is cheating on him. In India, the color green is associated with prosperity and well being. As such, in global marketing, it is important to be aware of color and cultural significance and their appropriateness.

Colors should be chosen depending on the audience or the target group of the website. Men prefer blue to red and women red to blue. In other instances, men prefer orange to yellow, while women prefer yellow to orange. Websites designed for younger market segment should use bright colors while those for adults and the elderly market should have more sober and reserved colors.

While a particular color could be very loud or quite pale, it could come alive when coupled with other colors. Black and gray would be more boring by themselves. Add a touch of orange and the environment comes alive! If you are designing a site for a bathroom fixture company, consider using soft blues and teals. If you are designing a gardening site, try using green and earth tones. If you are doing an information and research site, use simple, limited color palettes that do not have any particular importance.

M. Isi Eromosele is the President | Chief Executive Officer | Executive Creative Director of Oseme Group - Oseme Creative | Oseme Consulting | Oseme Finance

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