Opening a new business or rebranding one that already exists is no small or unimportant matter. Whether conscious or not, people are heavily influenced by design and colour, so ensuring that you have made the right choice is of utmost importance.
“Happy Color” (CC BY 2.0) by WALDEMAR MERGER | fotografie & design
According to a great deal of psychological study, as reported by this article from Psychology Today, colour is not just tied to mood, but also how we experience physical sensations like heat and cold. This extends to mental acuity and attention; with green and red specifically acting well in each of these regards respectively.
The same importance can be placed on the design side of the equation, with how colour and shapes and combine contributing to how a company is seen, and how well they are remembered. According to this report from the BBC, a good logo can instantly inspire recognition of a brand, without even the name necessarily coming to mind.
In real terms, we can see this importance by looking at the largest organisations in the world, and just how much money and attention they give to logo design and recognition. BP redesigned its logo back in 2000, for example, in an effort which cost the company around £136 million.
Finding the right balance on this front means taking into account a wide range of factors, from the mentioned colour a to brand-appropriate design, the proper use of negative space, and a memorable simplicity. This can even be used to help push an idea of the business within the logo, such as the Burger King burger.
“BP British Petroleum, Gas Station 8/2014” (CC BY 2.0) by JeepersMedia
Accuracy doesn’t necessarily have to be key here either, as this logo can be used to in a way utterly opposed to a company’s real ideals, as long it projects what they want customers to believe. BP now uses a sunflower, despite the fact that their company has been accused of being anything but environmentally concerned.
A similar level of importance can also be placed in the now unavoidable part of modern business known as website design. As with logo design, the key here is a balance, though the point of this balance is different.
Design for websites need to be relatable to their service, and they need to be efficient, and from around this their form can take shape. A serious business like an accounting form will tend towards a factual and simple layout, devoid of flamboyance as they push a simple, serious, and professional service.
Compare this to something like the online casino of Buzz Bingo. As an entertainment-focused website which offers hundreds of different avenues of games like slots, Buzz instead finds the balance between bright colours, creative design, and ease of access which leans towards the eye-catching.
“Pencil design” (CC BY 2.0) by patchtok
There is no one design for any one business that needs to be identical to others, but it is important to remember that learning from the successes and mistakes of others is often the most efficient way forward. When looking at rebranding or redesigning, take a close look at what others in your industry have done, and apply what you can back to your business.
Whether conscious or not, these colours and designs can have an enormous influence on your future success, so don’t underestimate their significance.
