If we asked you to name the company associated with the term "Big Blue" you'd probably reply "IBM" without a moment's hesitation. And in an article at MarketingProfs, William Arruda says that color is one of the most important components in your branding toolbox.

"[S]ome organizations are so consistent and steadfast in their use of color that they practically own that color in our minds," he says. "Think Home Depot, National Breast Cancer Foundation, UPS, and Target."

Arruda has recommendations like these for when you make your own color selections:

• Choose a color that reflects the values of your company and resonates with your audience. Don't pick one simply because it's your favorite, or commit to a certain hue without first testing to see how your target market reacts.
• If you have an international presence, determine what attributes a color might have in other cultures. Colors can mean different things in different countries, and you run the risk of sending a message you didn't intend.
• Be consistent in your use of color. "Always use the same shade and hue," advises Arruda. "Know the PMS, RGB (red, green, blue) and CMYK (cyan, magenta, yellow, key) formulas for the specific shade you choose. Your designer will be able to help, and Adobe Illustrator, Photoshop, and InDesign have built-in conversions."

The Po!nt: Color plays a major role in your branding efforts—be sure you use it to your fullest advantage.

Source: MarketingProfs. Click here for the full article.

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