How well do we know our colors? Here's a test to check:
http://www.xrite.com/custom_page.aspx?PageID=77
I sent this around the studio, and was pleased to find that our designers know them very well. In fact they all beat my score of 15 quite handily.
What's more intriguing, however, is that there is an objective solution to something we all consider a very subjective phenomena – our perception of color, and our preference for certain colors in certain situations. This is an identity element that can, and must, be actively managed.
When developing a logo, a piece of collateral, or a package design, we have the opportunity to really get precise with color. Color is a strategic tool that can be used to create impact, manage eye tracking, and shape feelings and impressions. Color also lives in context. We need to consider not only the color palette we're recommending, but how those colors will interact with one another, and with other nearby colors (in other pieces, in the competitive set, within a larger piece, etc.).
Personal feelings must be set aside when assessing color recommendations and options. As a client, you should never say you do not "like" a certain color. That's irrelevant, and honestly quite foolish. Instead, consider what a particular color is doing in the appropriate context, and assess whether it is the best color for the job. Be smart about color, and make it work for you.
- Rob (see my page here)
P.S. Once you determine your eyes are going, you can visit here and check your ears!
http://www.freemosquitoringtones.org/
Tuesday, September 23, 2008
Friday, September 5, 2008
Brand Mapping
A client turned me on to an interesting site the other day.
http://www.brandtags.net/
You get to submit the word(s) that first spring to mind when you see the logos of well-known brands, and then you can see a "cloud view" that weights the various words that everyone has submitted. I think it would be an excellent tool for clients to see how their brands are perceived, as it gets to the root of associations – those super-short first-instinct thoughts that we want clients to try to influence and manage with their brand communications.
One word of caution. The audience that is participating in this effort is likely composed of branders, tekkies, and designers – not a true cross-section of the target market for most of these brands. So while the information can be useful, it is by no means the be-all end-all.
On a related note, Ad Age is featuring an article by Noah Brier, the creator of the BrandTags site. You can read it here.
http://adage.com/digital/article?article_id=130812
I found his story very interesting as it relates to getting such a site noticed (particularly the influence of other popular blogs), as well as the effort required to keep it running. Object lessons for marketers of all stripes.
- Rob (see my page here)
http://www.brandtags.net/
You get to submit the word(s) that first spring to mind when you see the logos of well-known brands, and then you can see a "cloud view" that weights the various words that everyone has submitted. I think it would be an excellent tool for clients to see how their brands are perceived, as it gets to the root of associations – those super-short first-instinct thoughts that we want clients to try to influence and manage with their brand communications.
One word of caution. The audience that is participating in this effort is likely composed of branders, tekkies, and designers – not a true cross-section of the target market for most of these brands. So while the information can be useful, it is by no means the be-all end-all.
On a related note, Ad Age is featuring an article by Noah Brier, the creator of the BrandTags site. You can read it here.
http://adage.com/digital/article?article_id=130812
I found his story very interesting as it relates to getting such a site noticed (particularly the influence of other popular blogs), as well as the effort required to keep it running. Object lessons for marketers of all stripes.
- Rob (see my page here)
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