Your brand colours will undoubtedly play a role in the colours you choose for your printed brochure. But you shouldn’t feel limited or restricted by your existing business palette. It’s intrinsically part of your brand, so assuming you have the correct colour that represents your company’s values then these colours must follow through with the colour choices you make when designing your brochure. There’s a whole spectrum of colours out there that you could incorporate into the design of your brochure, but it won’t work if these colours don’t represent your brand.
Colours should complement your brand, but what colours have the biggest impact, and how can you select wisely?
What Colours Should I Use In My Brochure?
Specific colours are known for sparking certain emotions and feelings, which is why it is often said that colours can define a brand. This is unlikely to be something we’re born with, but more of a learned trait due to standard, everyday experiences that we have right from birth. Take traffic lights, for example. We naturally associate red with danger, and green as positive (go) because we see this in action every day. Understanding how colours make people feel can help you to select a palette.
Here are some of the biggest brands in the world and their primary colour choice.
|Red some say this was originally used due to its association with blood, blood equals warning or danger, but also with very intense feelings of passion, anger, and rage. Yet in China, it’s a sign of celebration. Red against a white background is incredibly dramatic, a solid choice for big brands to get noticed.|
|Yellow has an obvious association with sunshine, it makes people feel happy, energised, and optimistic like we should feel on a summer’s day.|
|Blue with its association with the sky and the sea; both of which can be sources of calm and relaxation.|
|Black is an unusual one. For some, black can be a sign of sadness, but for others there’s something mysterious about black, it has long been seen as luxurious when teamed up with other colours such as gold and silver.|
What Should I Think About When Selecting Colours For Brochure Design?
While colour is important, it’s not the only aspect that you should consider when thinking about how your brochure will look and what design elements make your brochure stand out. Here are three other things related to colour that you’ll also need to consider:
Shade refers to how much black is added to your chosen colour. For example, a colour with no black added would appear quite subtle. As more and more black is added to the base colour, that colour becomes deeper and darker. And so, the shade of your chosen colour can make a difference in the feelings that colour evokes in readers.
Tint is the opposite of shade; it refers to how much white is added to the base colour. This can make your chosen colour appear very pale in comparison to its neutral state. And, like shade, it can have a big impact. With pink, for example, the lighter the tint, the more gentle and delicate it appears; much different to the vibrant darker shades.
Saturation refers to adding both black and white to a base colour, and determines how strong or weak a colour will appear on paper. Colours with a high saturation are very bold, vibrant, and intense, while colours with a low saturation are more understated, creating a washed-out, faded look which can change the message you’re sending.
Unsure? Put yourself in your customer’s shoes. Browse websites or the brochures of your competitors and look at how the colours complement the tone of voice, reflect the message, or even distract from the content, and use this insight in your favour.