A colour has no single meaning
The same green background can suggest nature, finance or a pharmacy, depending on the industry, the typeface and the photos next to it. The meaning of a colour comes from the whole brand around it, not the hue alone.
What actually works
Recognition. Customers remember a brand that consistently uses the same colours in every material. That is why identity colours get exact RGB, CMYK and HEX codes, and Pantone equivalents for spot colours.
Contrast matters more than hue
The nicest colour will not help if the text on it is unreadable. We check brand colours for text contrast on backgrounds according to WCAG, and our free contrast checker lets you test it yourself.
A brand colour works when it is the same everywhere and always readable.
Screen and paper
A colour on screen looks different on paper, because a screen emits light in RGB and print is made from CMYK inks. In the project we convert colours for print and flag which shades will change before you order a run.
How to choose brand colours
Start with what should set you apart from the competition, check readability and how the colours behave in print. A primary and secondary palette is part of every visual identity package.
A question about your project?
A free online consultation or a quote in the calculator.