In her 2006 book “Color: Messages & Meanings,” Leatrice Eiseman advises communicators to use the same colors in all of their messaging, from print materials to websites. Eiseman recommended that these colors match brands’ products to create a “total brand experience.” Here are five questions to answer in order to select appropriate color(s) for your brand: 1. What emotions do you want to invoke?
Eiseman notes that different colors invoke very different emotions. Her book outlines the emotions associated with particular shades. For example, red provokes the strongest emotions. “Whether expressing danger, celebration, love or passion – lipstick reds, scarlet and crimson will not be ignored.” Therefore, you should consider the emotions you wish to invoke in your audience, and select colors that will reinforce them.
2. What shades are “on color” for your industry?
In a 2005 study, Mubeen Aslam notes: