Branding is absolutely crucial to any business, and visual design is a critical part of making branding a success. According to business gurus Entrepreneur, an effective brand will open new doors for your business, with new opportunity linked inexorably to brand effectiveness. With the hyper-visible marketing of today’s world, finding a cohesive brand requires careful analysis of the visual design and color trends of the day.
Pastel colors have been slowly saturated to the current day, where, according to the Forbes visual design council, bold and bright colors rule the roost. Today’s consumers enjoy having a frank relationship with their businesses and relish conducting business with anything they perceive to have a human touch; the bluntness of solid colors exemplifies this. Your logo and livery can encompass this by deploying simple and bright themes. Think of Google’s classic logo, for instance. An upside of this trend is the straightforwardness with which it can be achieved. Tools as simple as vinyl can be deployed to great effect, for instance; the striking colors of much vinyl design lends itself to the bold and bright trend.
Symmetry has formed the basis of much graphic design; people generally enjoy coherent designs that tie together colors and elements in a simple and understandable fashion. However, asymmetric design is starting to become more popular again, with particular reference drawn to the patterned but asymmetric Fibonacci sequence. Found throughout nature and described as the ‘golden ratio’ by researchers at the UK’s University of Surrey, the golden ratio provides a design format that evokes the beauty of nature and is satisfying to look at. When tying this into colors, consider placing bright and bold colors into sequence; even if the colors typically clash, you can create designs that are striking while also evoking emotion in customers. Ultimately, this will build your reputation and help to create a coherent brand.
Bright and bold colors, arranged into pleasant but striking sequence, are the order of the day. However, evidence suggests that this is where it should top. According to online mag Creative Bloq, minimalist design speaks to more people through its simplicity. Your brand and logo should use color combinations that speak enough about you that it can be gained at first glance. In the smartphone-dependent, low attention span consumer base of today, this will be especially important. Pick a palette, stick to it, and enjoy a low-key approach to marketing. Having a simple but consistent design will help to develop the brand of your business and make it relevant in the eyes of your consumer base.
No business can underestimate branding, and in turn, they should take color use very seriously. Modern trends point to a new order of simple, bold, and bright designs that break the cultural norms of the past decade while still retaining simplicity. Engaging with these trends will help your business to grow and stay relevant in a competitive market.