When creating a brand identity, we often are asked to supply brand guidelines too. These documents provide guidance on how a brand should appear – essentially a ‘dos and don’ts’ of brand usage.
A brand guide is more than just what your brand looks like; a large focus is on how your brand sounds and feels, so it’s a much bigger picture than you might think. The ultimate goal is to ensure a brand is consistent regardless of how someone may encounter it, through advertising, social media, print collateral, or even an email signature.
While many people working for a brand will already be familiar with the basics, brand guides are still essential. For example, if you outsource design or marketing to an agency, providing them with a clear brand guide will ensure they use your brand and its assets correctly.
They are often extremely detailed, especially for large brands like Burger King or Coca Cola, but can be a bit overwhelming. Some brands are now turning to more creative ways to showcase them. A great example of this is the Dropbox brand guidelines – they designed a fully interactive website that lets users dive deep into the brand identity in use.
What’s important to remember when designing brand guides is to make them visually coherent and simple for anyone to use. The biggest and most detailed guides can be incredibly difficult to actually use if you’re flicking through 120+ pages of information. Sit back and go through your design often and think if you’ve displayed or worded the information as simply as you can.
With so many examples out there, what do you actually need to include? Swipe through to see what our designers think, and get in touch today if you need brand guidelines for your company.
Colour is one of the most important tools a graphic designer has. It has the ability to evoke emotions, influence decisions and communicate meaning without using a word. Whether you’re starting a brand, building a website or planning an advertising campaign, colour theory is an essential aspect that can help your audience connect on a deeper level.
What is colour theory?
Colour theory is the study of how colours interact and the effect they have on our emotions. It’s a framework for designers to choose a harmonious colour palette and understand the psychological effects they have.
Colour psychology
Different colours elicit different emotions. Here’s a breakdown on how colours are perceived:
Red: Passion, energy, urgency, love, or danger. Often used in advertising to grab attention or evoke excitement.
Blue: Trust, calmness, stability, and professionalism. Popular in corporate branding and healthcare.
Yellow: Happiness, optimism, and warmth. However, overuse can lead to feelings of anxiety or caution.
Green: Growth, harmony, and nature. Often associated with health, sustainability, and wealth.
Purple: Creativity, luxury, and mystery. Frequently used in branding for premium products.
Orange: Playfulness, enthusiasm, and energy. Great for evoking a sense of fun and accessibility.
Black: Sophistication, power, and elegance. Often used in luxury or minimalist designs.
White: Purity, simplicity, and cleanliness. Ideal for creating a sense of space and clarity.
How to use colour to evoke emotion
Choosing an effective colour palette requires you to understand your brand or message, for example, a sports brand could use red to communicate strength and energy, whereas a medical brand could use blue to express a sense of calmness and trust.
Looking at popular brands and how they use colour to communicate to their audience can help to influence your decision making. Take a look at how these brands apply colour theory:
Coca Cola: Coca Cola’s iconic red branding is synonymous with energy, passion and excitement. It’s a prime example of colour being used to reinforce brand identity.
Spotify: Spotify’s vibrant green logo reflects creativity, growth and community, coinciding perfectly with its mission to connect people through music.
FedEx: FedEx combines two colours to communicate its messaging. By using purple they are able to convey professionalism and reliability while the orange adds energy and a sense of speed which is a perfect example of colour theory for a delivery company.
Colour theory is more than just a technical skill. By understanding how colours interact with each other and what emotions they can evoke, you can create designs that resonate and leave a lasting impression on your audience. The right colours can transform a good design into a powerful experience.