[This is from my newsletter, Creative Intelligence. Sign up here to get future issues emailed to you as soon as they come out.]
Color is a vital aspect of the design process, and one that people love being involved in. Color has such a profound impact on the perception and positioning of a brand or product. Being a part of the team that influences that creative direction is exciting, rewarding, and frankly, fun.
But it can also be challenging.
Color isn’t a straightforward problem with a single correct solution. It’s a nuanced, intricate puzzle where a change in any one piece affects the whole. Adding to that complexity, color is highly subjective. Everyone has strong opinions and unique responses to color. Color is deeply personal.
All of this can make the color process tricky, circuitous, and emotional.
Chances are high that if you are reading this, you have been part of the color process, and you know what I’m talking about.
So how can you make it better?
Change how your brand thinks and talks about color. Redefine it.
Remember, color is a tool. And, tools have purpose. Switch your team’s mindset to:
Color is a tool your brand uses to accomplish specific jobs.
Define what those jobs are. Agree as a team. Design your color to meet those needs.
At each key meeting in the color process, evaluate the success and strength of your strategy based on how effectively color fulfills its intended objectives.
This replaces the subjective nature of color with concrete goals. It changes how your team communicates about color.
“We need a cute color” becomes “We need a seasonal color that appeals to our existing youthful customers and helps us grow that market.”
“We need a brown” changes to “Our core retailers need a long-term color they can invest in, knowing it will remain relevant and sellable for 3+ years.”
“I don’t like it” shifts to “We agreed to use an eye-catching, emotive color here to support our seasonal story, and this current color does not attract the attention we need.”
You get the picture. [And if you don’t, I wrote more about color jobs here.]
This simple mindset shift has had a remarkable effect on the color process for the brands I work with. It has brought clarity and focus to the seasonal color strategy, and efficiency and sanity to color meetings. And, can’t we all use a little more of those?
