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Good To Know – Colour Classifiers Compared

Getting Your Brand Colour Right – A Comparison Of Colour Classifiers

A recent study found that colour increases brand recognition by more than 80%. It also found that colour can boost reading comprehension by over 70%, learning by at least 55%, and reading by 40%. This is significant. It means that when people see colours, the likelihood of recall and recognition skyrockets. In other words, colour is a very lucrative tools for brands.

But it is not just about choosing the right colour for a brand, it is also about ensuring consistency of colour across all mediums. Think Tiffany Blue, it never changes or wavers. Every brand’s colours should remain steadfast.

Decades ago, when brands first started pursuing colour consistency, the task was challenging. Achieving a precise shade, across all advertisements and media, was nearly impossible. In recent years, though, with the advent of electronic colour management tools, any brand can keep their colour quality constant.

Those in charge of branding at a company should be aware of the differences between the various colour classifying systems. Importantly, they need to make sure they have a reference for all their brand colours in each colour classifying system. The reason being that different classifiers are better suited to certain mediums. For example, a printed brochure, your website, or painting the office façade. Below is an explanation of the most common classifiers that should be included in your brand guidelines (Pantone, HEX, CMYK, RGB, RAL). Also, if your company brands its fleet in a solid colour, we would recommend also selecting a standard vinyl swatch (3M, Avery, etc) at the outset and including in your brand guidelines. Below is an excerpt from a brand guidelines document outlining the colour references in all relevant classifiers.