Our explanations about the color families listed above do not always apply every color within that family. Color experts look not only at the undertones of each color they also study how colors shift along their spectrum. As colors change, they can take on additional meaning, new messaging, or reinforce certain aspects of the color even further. It is also important to review the context in which the color is being used because different groupings and presentations can affect the messaging.
When we work with our clients to develop branding, websites, and print work, we always like to consider the goal of the project, the target audiences, and the content to create a color palette that amplifies and reinforces the messaging. We love to help new businesses find their brand identity through color as much as helping existing businesses self-reflect and update their branding. Even when working within existing brand standards, it’s important to analyze the existing colors and utilize them in a way that maximizes benefit.
Fun fact: Pantone’s color of the year for 2020 is PANTONE 19-4052 Classic Blue. We use Pantone as the gold-standard for color selection and theory because they provide a universal language of color that enables color-critical decisions through every stage of the workflow for brands and manufactures. (Pantone) Pantone actually revolutionized the printing industry with the PANTONE MATCHING SYSTEM®, which is a tool that enables the faithful selection, articulation, and reproduction of consistent, accurate color anywhere in the world.
If you’re interested in learning more about color, would like to analyze your existing brand colors, or are looking to build your brand, reach out to Ocreative. It’s one of our favorite topics and we’d love to chat!
Ocreative is a Milwaukee marketing agency, with expertise and broad experience in developing digital marketing strategies, and growing their online presence, for their clients. The company’s core values include offering the highest level of customer service, award-worthy quality, and performance that surpasses client expectations. Ocreative is located just outside Milwaukee, and works with clients locally, nationally, and globally. Their clients have access to some of the most fun and knowledgeable professionals around – ones who inspire, educate, and problem solve. The agency provides marketing and brand strategy, advertising and design, website design and social media, and video expertise to their clients, fulfilling their desire for business growth, and their aspiration to make a mark on their industry.