The influence of colour in brand identity

Colour is one of the most essential element of any graphic design project, for branding it is a case of persuasion with colour, the use of appropriate colours can be all the difference, for looking at the various brands around the room it would not appear that much consideration has gone in to the choice of colour, but it is key to know that every piece of graphics design around you has been precisely designed to entice persuade and manipulate you into becoming loyal to that brand or product.

David airey from his esteemed blog website goes into detail about how and which companies use colour and what effects it has on the consumer;


Branding brief

Top tips for initiating a brand identity project.

Branding brief

  • Mission

    What are you doing right now, today? What happens because you exist?
  • Vision

    What are or will be the results and effects of what you do in the future?
  • Core values

    What are the attitudes and beliefs that shape your business culture?
  • Unique selling point

    What’s your edge, the thing that makes you stand out?
  • Emotional selling point

    What’s the intangible or aspiration that you sell? Think feelings not facts. Connection, freedom, ego, belonging.…
  • Brand essence

    The core of what you do, the image it portrays and the signals it sends.
  • Tagline

    One line that communicates everything.
  • Identity

    How the consumer perceives your brand.
  • Name

    The verbal hook on which all of the above hangs and is communicated, the icing on your cake. Comes in all the way down here at number nine!
  • Logo
    Last but not least the visual hook that represents your brand, the cherry on the top.