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The Importance of Colour in Design & Branding

As human beings, we’re incredibly visual creatures. Sight is our primary sense, and it’s this that we most often use to base our judgements upon. We see colours before anything else, and this enables us to form a first impression of what we’re looking at. From advertisements, to clothing, food packaging, websites – everything we see involves just the right pop of colour.

Colour is vital when designing and developing new branding and advertisements. Certain shades provoke different reactions and emotions from us, and it’s so important for brands to have a good understanding of this if they want to reach their target market effectively. Consider how supermarkets draw their customers’ attention to the offers on display, and use specific colours and contrasting shades to hold this attention.

Imagery and colours work hand in hand, and our designers keep this in mind when working on our clients’ set briefs. Consumers tend to base their preferences on the consistency of colour used throughout a particular brand, either because it’s aesthetically pleasing to them, or it could evoke a sense of trust in that brand, and this is something that could generate loyal custom.

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