Chapter 10. Сolor map

Our agency begins the selection of a color map already at the stage of logo development, the first ideas appear when we assemble a mudboard. Many designers operate on the same principle, so after ordering a logo, you can immediately discuss with the performer whether the logo presentation will contain a section of the color map, or at least whether the logo will be made in color. As a rule, a b / w version is given, an inversion (black on white and white on black, as well as a variant in the main color).
There are two types of interaction with the performer
Impose your vision on him (I call it “standing with a pointer behind your back”) and give the person the opportunity to do his job well. I'm for the second option. There is nothing worse than a customer who thinks he is a designer. There are many vivid examples, I always say the following phrase: “You don't go to the doctor to tell him how to treat yourself, do you?”. There is a big pain in our industry in this, I dare say that 95% of the Customer's edits lead to the failure of the project.
All the stories with “let's make the font thinner here”, “let's make it brighter”, “let's put such a squiggle here” turn any logo into Frankenstein. Leave the designers alone! If you are dissatisfied with the designer's work, then you need another designer.
Go to the stock exchange and look for someone else, it is useless to force them to “finalize” in most cases. This does not mean that this designer is not a professional, most likely his style just does not suit you. This means that you did not study his portfolio well, did not correctly draw up the terms of reference, and tried to save money in the end. Be patient, study the portfolio of designers carefully. Don't grab the first one you see. Recommendations are also not always the best tool.
Although I like to say that it is impossible to evaluate the work of a designer from the point of view of “like-dislike”, and that this is a banal “taste”, nevertheless, each project eventually comes to the point that the designer's work is either “liked” or “disliked” by the Customer. Therefore, it is very important at the stage of selecting a specialist to establish a contact of sympathies and a unified view of the style. You can always ask the designer to draw up a development mudboard and coordinate the vision before starting work. How does he see your logo? What fonts are you planning to try? What style references can it offer?
If the choice is made, you have measured seven times, then give the performer creative freedom and be responsible for your choice. Scolding a person afterwards and lamenting that you are dissatisfied with the results is not ethical.
Continuing the main topic of the chapter, the color map, it should be noted that certain stamps are very common among designers and the Customer
Conservative and premium brands are mostly black and white, cosmetics are mired in all shades of pink, nude and pastels, children's, gaming, IT, crypta - acid.
Such stamps did not arise by chance, they reflect the classical perception of certain industries. It is difficult to assume that acidic shades of colors will be used in product branding, they are usually used in energy drinks. But we must remember that the main goal of branding is to create the necessary brand image and to build up from competitors. Achieving these goals, you can experiment, try unexpected combinations of colors within the classical perception of the industry.
Give the designer the will of creativity, let him offer several options for color maps. Offer your own, compare with what the performer offers. Let you have a choice, try something unexpected. Somewhere out there, beyond the realm of the unexpected, the genius may lurk.
Brand color map: a key element of the corporate style design system
Color is a powerful communication tool that can evoke emotions, associations and convey certain messages. When developing a brand's corporate identity, one of the important aspects is the creation of a color map. The brand's color map defines a palette of colors that will be used in all aspects of the brand's visual image. In this article, we will consider the importance of developing a brand color map and its role in the corporate style design system.
1. The meaning of the brand color card
  • Recognition and differentiation: The brand's color map helps to create a unique and inimitable visual image that distinguishes it from its competitors. Properly selected colors allow the brand to stand out and be easily recognizable.
  • Communication of values and identity: Colors can be used to convey certain values and associations that are associated with the brand. They may reflect his mission, persona, strength, or innovative approach.
  • Consistency and integrity: The color map ensures uniformity and consistency in all elements of the visual image of the brand, including the logo, packaging, website, advertising materials and other elements and communications. This gives the impression of integrity and professionalism.
2. The process of developing a brand color map
  • Research and analysis: The initial stage includes the study of the brand, its values, target audience and competitive environment. The analysis of color perception and semantics is also carried out in order to select colors corresponding to the desired emotional reactions and associations.
  • Palette of primary and secondary colors: Based on the study, the main palette of colors is determined, which will be the main identification colors of the brand. It consists of several primary colors that are most strongly associated with the brand and reflect its values and character. An additional palette includes colors that can be used to diversify and complement the main colors, creating harmonious combinations.
  • Testing and selection of colors: After determining the color palette, testing and selection of specific shades are carried out. This includes choosing colors that are well perceived in different environments and media, as well as creating a palette that blends well and complements each other.
3. Using a color card in the corporate style design system
  • Logo and identification elements: The color map defines the colors that will be used in the logo and other brand identification elements. It ensures consistency and coherence of the visual image of the brand.
  • Design of materials and communications: The color map sets the basis for the design of various materials and brand communications, such as product packaging, website, advertising banners, brochures and other elements. It helps to create a unified style and visual integrity in all brand communication.
  • Brand Guide: The color map is part of the brand guide (brandbook), which defines the rules and standards for the use of visual elements of the brand, including colors. This ensures consistent application of the color palette and preservation of the integrity of the visual image of the brand.
4. Advantages of using a brand color card
  • Recognition and differentiation: The color card allows the brand to stand out among competitors and become recognizable due to its unique color identification.
  • Emotional impact: Colors have a strong influence on emotional perception. The brand's color map allows you to convey certain emotions and create a certain atmosphere of interaction with the audience.
  • Consistency and professionalism: The color map ensures consistency and professional appearance of the brand's visual materials. It helps to avoid chaos and inconsistency in the use of colors, which in turn creates an impression of reliability and professionalism among the audience.
  • Compliance with brand and values: The colors selected for the color card can be selected in such a way as to reflect the values and identity of the brand. This helps the audience to better understand and feel the values that the brand represents.
  • Ease of perception and memorization: A well-designed color map contributes to the easy perception and memorization of the brand. The correct use of colors in the design can enhance the visual impact and help the audience to remember and recognize the brand more easily.
  • Flexibility and adaptability: The color map can be flexible and adaptive to fit different situations and environments. It can include basic and additional colors that can be used in various combinations depending on the needs of projects and tasks.
The brand's color map plays an important role in the corporate style design system. It helps the brand stand out, convey its values and identity, and ensure consistency and professionalism in visual communication. Developing a color map requires careful research, testing and selection to create a palette that best reflects the brand and effectively interacts with the audience. It is one of the key elements of a successful brand strategy and contributes to its recognition, differentiation and impact on the target audience. Working with the brand's color map should be carefully worked out and taken into account when creating the design of the logo and other visual elements of the brand.

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