Technically speaking we see colours as a result of our perceiving distinct wavelengths reflected by whatever is illuminated in our surroundings. Colour bathes our lives as much as it does our brands. It is crucial therefore to recognise its importance in a corporate identity project in order to try and resolve the enormous challenge of handling it correctly.
The capacity of the human eye is limited. It allows us to see only certain wavelengths, which correspond to distinct colours. What’s more, we can only perceive colours when there is plenty of illumination. With little light, we really only see grey tones.
It is not difficult appreciating that colour is one of the most important elements of an identity or brand; the more unique the colour the greater the capacity for differentiation in a fiercely competitive marketplace.
However, the different sources of light influence how we see colour, from natural solar light to backlights from screens and monitors, as well as all other types of artificial light.
The deployment of the identity, and its associated hues and colours through numerous techniques of pigmentation and substrates, makes it very complicated for the colour to be reproduced faithfully and consistently in all the applications and communication material. The best way to control the consistency of colour is through experimentation and learning by trial and error. The possible colour combinations are infinitesimal and it’s only when certain combinations are used that we may realise the full extent of its beauty and idiosyncrasies.
En general terms, we advise a rigorous process to get the right supplier on board, to work closely with him and carry out thorough testing to ensure the right reproduction of colour on all the materials and under different lighting conditions.
Given these variations in our perception of colour, between the natural and the artificial, we need to trace a route that permits the construction of the brand in the best way possible. On the one hand, you have to be aware of the messages that colour conveys, and on the other, be critical when reproducing those colours. Finally, you need to be as flexible as possible to realise the brand's maximum potential.