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Brand colours

Learners are introduced to the significance of brand colours and the role they play in marketing activities.

The brand colours are the ones used throughout the company’s communications and artworks. Usually, the colours used for a logo are a part of the organisation’s brand palette. Each selected colour will have been carefully chosen to reflect what the organisation wants to portray about itself.

The logic behind the selection of brand colours has been the subject of a number of studies. In fact, there is now a whole field of psychology centred around how people respond emotionally to colours.

When creating your colour palette you must be explicit about colours. It is not simply enough to say ‘our brand colour is dark purple’. Fortunately, there’s a number of colour referencing systems to keep your colours consistent. These include; Pantone reference, CMYK, RGB and HEX.

An example of a colour palette with a colour referencing system.

When creating your colour palette you must think about your colours in detail.
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Introduction to Marketing: Fundamentals of Marketing

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