There is always a danger of when concentrating so much on content to rise above the noise, we forget how using colour can accelerate your visibility as well. The use of bold, playful colours and unexpected combinations can bring narrative to life, (providing it is not just for the sake of it), and stays true to your brand.
At Levells, we have to be true to the brand but at the same time, be very rational when it comes to picking colours. They have to communicate the design narrative or have a clear function. We don’t let personal preferences get in the way.
To the untrained eye, colour is the first thing to appreciate. Many people when shown a design will say I like the colour. Used intelligently, an appropriate colour palette can be a very effective door opener to a brand. It’s like opening that favourite bag of coffee beans.
Sometimes we have to throw out the colour wheel rule-book. It’s about what feels right for the brand or project in hand, it’s context and meaning. It’s a question of tone and judgement and breaking with convention, and intentionally bring together colours that clash and vibrate. Breaking the traditional rules, is not always a bad thing.
More often than not, it is very difficult for Marketing heads and members of their team, to actually sit down and focus on what is important. This is because a lot of their time is drained, in reactive marketing situations, that happen on a daily basis. Having a non-emotional and external view point can prove very successful in grounding that missing focus and supporting that vision. That’s why I’m here to help.
This time of year, we often hear CEO’s and SMT’s talking to us about how they are constantly striving to push their brand forward. This often is replied by, have we forgotten the art of taking the brand a “step back”.
The culture should help drive and shape what the physical environment looks like. That also stems back to the vision and values. Everything needs to align.