Visual Identity Colors Learn How to Choose Them for Your Business with 3 Criteria

Talking about the importance of visual identity colors can be attributed to the phrase “Speak so that I may see you,” a saying by the Greek philosopher Socrates. Although everyone knows that the eye sees, this also goes along with the idea of colors’ ability to speak. There is no need to be surprised by the ability of colors to express; each color has its meaning, and therefore it becomes necessary to take into account the meanings of the colors used in creating your identity that are consistent with your field of work.

The importance of visual identity colors:

The use of colors is not random, as each color is important on its own, and here colors play a pivotal role in the work of institutions. The individual seeks to create a good first impression, and the colors used are an effective tool for creating the desired impression from customers. You must ensure that the colors of your identity describe the roles you play, as they keep you in the mind of the target audience for the longest time. Have you ever asked someone what your favorite color is? Whether the answer is yes or no, it is logical that people have preferences. This confirms the very important functions that colors perform in daily life, and perhaps for this reason we know the science that is interested in studying colors from a psychological point of view, which is called “color psychology.”

Essential criteria to make your visual identity colors distinctive:

It may be difficult to establish a general rule for an individual to follow in the process of determining the colors of the visual identity. At the same time, there may be some points that a person relies on when implementing the colors. We will present some important criteria that will add beauty and attractiveness to the visual identity.

1- You must know who you are addressing: Defining your target audience is one of the most important steps to ensure that your organization’s goals are achieved. For example, when tracking the characteristics of the audience in a specific geographic area, it becomes clear that there are special preferences for some colors over others. In addition to the age group, if you are addressing children, of course, your colors will be different from those you would have chosen if you were addressing young people or the elderly.

Khutana E-marketing services are related to the audience analysis process, which comes in conjunction with the standard of understanding the target audience members and addressing them. There is utmost importance in determining the type of audience, which is clearly evident in the preferences of females over males. Also, the colors that would affect the female category do not necessarily have the same effect on the male category.

2- You have to determine what you are waiting for: Make the company’s goals consistent with what the visual identity expresses. Are you entering a new market with a new product that you have no competitors with, or are you about to enter a large competitive arena? At this stage, you must set expectations related to customer behavior, which are based on a comprehensive and highly accurate study.

3- Adopting the principle of creativity does not mean complexity: There is a not small group of people who have the belief that for implementation to be beautiful, it must be complex. This deviates from the creativity that lies in simplicity and how an individual can easily convey his message.

The meanings of some colors in visual identity colors:

There are many meanings that colors express, that is, the connotations specific to each color and what it can do to the psyche. Practical studies have proven the psychological, physiological, and social effects of colors, and this necessitates knowing these effects so that they can be employed in visual identity. Below we present the most important connotations associated with colors:

First the primary colors:

Red: It has the ability to emotionally influence the audience, express feelings of love, and attract the eye to see what it contains. White and red may be combined to clearly highlight the characteristics of red, and there is a relationship between using red and increasing an individual’s appetite. This color is widely used in the field of advertising and marketing, especially in companies that care about food and nutrition.

Yellow: It gives vitality and activity and should be used with caution so as not to be too bright. Yellow shares this point with another color, which is white, as they are usually used with other colors. Yellow suggests a state of optimism and happiness, and this is because it reflects the color of the sun, and from here it expresses the feeling of happiness in people. The color yellow may be associated with establishments that prepare fast food meals.

Blue: It is characterized by creating a state of trust and loyalty between the identity owner and the customers, activating the movement of interaction, encouraging production, and motivating workers. Blue reveals a state of intelligence, and therefore many institutions working in the fields of information technology rely on it. When tracking individuals’ preferences, it appears that a large group of young people of both genders agree on blue by revealing their favorite colors.

Secondly, other neutral and secondary colors:

Green: It is found to be associated with the elements of nature, and therefore indicates security, optimism, and joy, and it is also one of the colors that relaxes the eye. The dark shade of green can be used to express money and business, due to the color’s power in supporting stability and prosperity on the borders of individuals and societies.

Brown: It is suitable for a classic identity, not old, but for those who are looking for authenticity and antiquity in visual identity colors. Brown supports elements of strength due to its connection to the earth and falls under warm colors, and its use is one of the things that strengthens the connection with the target audience.

Black: This color indicates strength and elegance, so there is a category that prefers dark clothes in general and black clothes in particular. It is worth noting that black is on the list of the most used colors in many institutions and various walks of life. Black is characterized by being a neutral color as it can be used with other colors, in addition to maintaining harmony and coordination between colors.

White: A pure color and its purity makes it a symbol of cleanliness. White is often combined with other colors, and we may see that white is relied upon extensively in wedding occasions. The characteristics of the audience must be taken into consideration, such as white being the color of mourning in Asia. Here, it is necessary to study who we are sending the message to through the visual identity.

Harmony of colors and different shades in the colors of the visual identity:

Did you know that you are creative? Of course that is true and you can make the colors of the visual identity harmonious very easily. All you have to do is know the color shades and what matches their characteristics. This is in order to achieve the desired goal in the best possible way, and below we show the most important different shades of some colors so that we can make the colors harmonious.

Shades of red, blue and yellow:

Red: It goes well with black and its various shades, and red goes well with dark gray and white. In this context, it is recommended to use the color carefully and with another color as a complementary element so that the red color does not tire the eye. It turns out that red contains energy, which makes it the ideal choice for stimulating drinks, in addition to being the color that supports people’s appetite.

Blue: The idea of combining blue with black is great. There are several shades of blue and you should consider what goes with each shade. You can combine the dark shade of blue, called “indigo,” with mixing the light shade of blue with violet.

Yellow: It goes well with black. This combination is one of the most popular combinations, as it benefits from yellow being bright with dark black. Yellow goes well with the dark shade of brown, and experts recommend not exceeding the natural limits in order to highlight the characteristics of the color. Some people may use yellow as an annoying, unrealistic shade in order to avoid considering the color dull.

Dark blue is combined with light yellow for a beautiful look, which is often used in fashion-conscious establishments.

Shades of green and black:

Green: It is the color of nature and can be used with many colors due to its unique characteristics. One of the most famous uses is to combine dark green with white. The combination adds joy, and green is used with red in many places, and the individual gets amazing results through this. The relationship comes from the properties of green related to motivating people towards decisions, with red and its association with decisiveness, urgent need, and necessity.

Black: It is called the king of colors, and this title was given because black often matches many other colors. It can be employed through its properties indicated by color connotations, and using white with black helps to highlight the details that express them. The process of combining gray with black is one of the most prominent good ideas that can add a creative touch to the identity. The individual seeks to add a luxurious quality to his brand, and this can be achieved through the color black. Black is good for its tremendous power to influence people, and it is recommended to combine black with strong colors such as red to support the power of the effect.

Important sites for choosing visual identity colors:

We are now witnessing an unprecedented technological boom, which has been reflected in all fields, and choosing colors has become easy to determine online. There is the “logomak” website, which nominates appropriate colors after the individual determines his field of work. The “color hunt” website also provides many suggestions for colors that match each other and in more than one shade for each color. It is recommended to try mixing colors to discover the optimal colors, meaning that the individual works on trying different colors and is not restricted to the commonly used ones. It is important to emphasize taking into account eye comfort along with the element of expression through colors, and the individual reaches creativity and innovation through continuous experiments.

Choosing the colors of the visual identity is a fateful decision and must be taken into account, as the colors reflect the status of the institution and leave an impression on customers. The nature of the audience must be taken into account when thinking about the colors of the identity because there is a connotation for the colors and each meaning must be employed correctly. The individual can choose his colors himself and is not limited to designers, and once the individual knows the colors and their shades, he can choose aesthetically. Remember that your identity is your personality, and how beautiful it is to make your personality attractive! You may now be on a step with the creative personality within you in cooperation with Khutana E-marketing.

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