A.S.A.P. Branding--PMS Color

Nothing is more single-handedly important to your branding efforts than color. Today's consumers face more choices than ever before, yet have less time to devote to product comparisons. One of the best ways to develop a lasting connection with your consumers is on an emotional level--and nothing evokes emotion better than color. Furthermore, color plays a huge role in memory recall. It stimulates all the senses, instantly conveying a message like no other method of communication.

Consider the use of color by Fortune 500 brands. UPS is brown. Coke is red. Caterpillar is yellow--and a very specific yellow at that. These corporations understand that the proper use of color is vital to creating and maintaining the right image in the marketplace.

All of which leads to the last installment of my four-part series entitled A.S.A.P. Branding. In case you're new to this series, A.S.A.P. refers to the speed and efficiency with which you can successfully gain brand traction using these guidelines. The A.S.A.P. branding model:

A= Advantage (Content of your message)
S= Style (Style of your message)
A= Adjective (Verbal cue to your message)
P= PMS Color (Visual cue to your message)

Please see my previous A.S.A.P. articles for a discussion on Advantage, Style and Adjective. 

Pick a PMS, Not Just a Color
Every shade of color sends a distinct message. The more colors you associate with your brand, the more messages you send, which dilutes the distinction of your brand in the minds of your consumers. That's why it's so important to choose one dominant color and stick with it.

To ensure consistency in your branding, go a step further and choose a specific PMS (Pantone Matching System) color. After all, there's a reason IBM's blue is different than Tiffany's. Cool blue (IBM) is perceived as trustworthy and fiscally responsible, while Tiffany's lighter blue conveys sentimentality. The trick is to choose the right PMS and reinforce it in your marketing. This color should appear on all your promotional materials, including your logo, website and product packaging. The PMS you choose should set you apart, work with your industry and image, and tie to your brand promise.

Color Psychology
Colors can mean different things in different cultures and in different industries. However, studies do suggest some universal meanings. Notice how different shades of the same generic color send different messages:

Red: Dark red is often associated with aggression or passion, while bright orange-red often represents danger. Hot pinks convey energy and excitement. Dusty pinks appear sentimental. Light pinks are romantic.

Green: Deeper values are associated with wealth or prestige. Light greens are calming. Lime green often connotes health and freshness.

Purple: Darker shades evoke mystery or sophistication. Lavender, however, conveys nostalgia and youthfulness.

And so on. What's important to note is that every color's message varies by intensity. The best way to ensure you're getting the exact value of the color you choose is to select a PMS color that you can specify when printing or publishing materials. If you do not own a PMS book, borrow one from a printer or invest in one yourself. Pay attention to the emotions different shades evoke in you, and ask others for their opinions. Keep in mind, however, that the emotional attitudes of consumers toward the same PMS color can vary by age, gender, culture and socioeconomic status. Make sure you understand the emotional appeal of your brand and find a PMS that best communicates that appeal to your target audience.

It may take some time, but selecting the right PMS color for your brand is a key element to a sound branding platform. Choose your color strategically, and you'll ensure a bright future for your brand.

John Williams is founder of LogoYes.com, the world's first and largest DIY logo website. In his 25 years in advertising, he has created brand standards for Fortune 100 companies like Mitsubishi and won numerous international awards for his design work.

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