Picking and using your brand colors shouldn’t be a game of “what’s my favorite color?” Instead, it should involve a little brand soul searching. Matching your brand mission, goals, and values to color choice and usage are essential to effective brand communication. The use of color in branding helps convey emotions and creates visual consistency and hierarchy which, in turn, builds brand recognition.
You are a CEO at a tech company in San Francisco and have to choose which product team to promote to senior level roles. Which would you choose?
Product Team A:
- 14M downloads
- $20k in daily revenue
- $1.1M total net revenue
Product Team B:
- 100M downloads
- $10M in daily revenue
- $160M in net revenue
I can rant on forever about why comics are great. The combination of visual elements and text call to me. Plus, I am a sucker for a great hero. Better yet, a great villain.
In Scott Mcloud’s Understanding Comics, he defines comics as “Juxtaposed pictorial and other images in sequence, intended to convey information and/or to produce an aesthetic response from the viewer.” As I read, a light bulb flashed on top of my head: comic book artists have similar goals as designers. We both use images and other pictorial elements to convey information. We both work to get specific responses from our viewer. I took some insight from this book and applied it to what I do as a Designer.
Information is the lifeblood of design. Without information, design is useless. Web users do not spend as much time focusing on fonts and colors as designers would like to believe. They want information.
Fellow designers, I am with you; I die a little when good companies use inefficient typography. If design is not about about aesthetics, what is keeping designers from living a life on the run and becoming design vigilantes? Kerning for justice in the face of ugliness?
I’ll admit this approach is drastic. So before you go out and buy a cape, try this approach – focus on user experience. Before focusing on aesthetic elements, do your research. Utilize problem solving skills to accomplish goals, give users what they need, and organize information effectively.
Marketing is everywhere. From the time we wake up and enjoy our first cup of Folger’s coffee to the time we brush our teeth with Colgate Optic White toothpaste and hop into our Tempurpedic bed, we are delivered thousands of messages from thousands of brands.
A brand sets a product or service apart from another product or service, or one person from another person. That’s right, we’re talking about personal branding. Remember, marketing is everywhere.
The American Marketing Association defines marketing as “the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.”
We can then define personal branding as “the activity and processes for creating, communicating, delivering, and exchanging your personal skills and experience that have value for employers, coworkers, clients, partners, and society at large.”