Lippincott’s Brendán Murphy examines the changing role of colour in design and branding.
From the street to the supermarket shelf, the use of colour has been a visceral differentiator among brands and logo design. Companies across all industries have built moats of colour to define and defend their brand identity.
While the use of colour in branding is nothing new, the shift to the digital world has brands using colour in more nuanced, strategic and multi-faceted ways to better connect with consumers and give themselves a distinct and authentic brand personality.
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But what role should colour play in today’s brand environment? Here are eight ideas to keep in mind…