Have you ever thought about the way the colours you encounter in your day to day life make you feel?
We’re guessing, well… probably not. The colours used in any design -from logos to packaging to food dye- slip in and out of conscious thought before you ever realize they’ve been and gone. Despite the fact that you may not actively notice the impact colour design has on you, according to research from Quicksprout, it informs over 90% of your product assessments. “Colour,” writes Neil Patel, is “85% of the reason you purchased a specific product.” Let’s talk about just how much crazy potential that adds up to for your brand, and about the 2022 colour trends that will help you capitalize on it.
Making Colour Work for You
When it comes to your brand, colour is a key component that has an interesting role in the overall success of your message. Usually, your design isn’t based on any specific hue; that’s something that grows organically during your brand discovery. As you narrow down the perfect look for your company, the colours that suit the message you’re trying to send will fall into place. When the OG team works with a client on a new brand experience, one of the first things we approach is the character and values you aim to portray. Colours can produce different emotional reactions, and it’s important to build the right feeling into your entire message by using your brand’s story as a design guide.
Consider your logo: perhaps you’re using a peaceful lilac shade for the Tranquil Twinkle Relaxation Spa. Do you think your brand would portray just how stress melting your sensory deprivation float tanks are if you decided to go with a five-alarm inspired red and orange palette? What about matching your On-Demand Mobile Mac and Cheese venture with a slimy green-brown shade? Even if the artwork stays the same, the colours used can dramatically impact your effectiveness. Customers make snap decisions based on colour; it’s one of the first things we notice and causes a gut-feel reaction we don’t even necessarily understand. That’s why it’s seriously important to put thought into colour during the design process, and why trends can be invaluable. For a more in-depth guide to how colour affects your customers, visit Our Guide to Colour Psychology Part 1 and Part 2 in the blog.
A Different Kind of #Trending
Unlike the lightning quick rise and fall of hot topics, brand design needs longevity to become recognized…but it also needs to portray an attractive, up-to-date vibe. Colour trends are an invaluable way to explore a bit of the now into a timeless, appealing visual experience. Staying on top of trends is a good habit for any business owner to get into, and by working to identify trends early, a savvy designer can create an on-point presentation that will stand out from the crowd and won’t fizzle out just over the starting line. The last thing you want is an immediate (and costly!) do over.
2022, Live and In Colour
The OG design team has recognized a shift in the metaphorical winds, and my trick knee is acting up with the change on the digital horizon. (There may also be a storm a brewin’, but I’m pretty sure it’s just this down-to-earth new colour trend.) If you’re looking for inspiration for your new brand, then it’s time to consider bringing some calm into your look.
Colour informs over 90% of your product assessments.
Technology is everywhere. Everything is moving fasterFasterFASTER. We see more, do more, and internalize more in a single day than was conceivable even a few short years ago. Our 24/7, always-on lifestyle and the advent of the pandemic did a lot to inspire the ‘serenity’ design style we are seeing now in design — we needed the best way to take in a lot of information without feeling stressed.
For 2022 and beyond, we’re seeing a desire to stop and enjoy more nature-inspired elements. This is evident with other creative industries like interior design where boho plants, natural fibres, and modern farmhouse aesthetics are dominating. Vibrant colours are retaining their punch, but they’re shifting towards earth tones and getting paired with more serene colours. Brilliant hues are still being introduced; but now they’re being tempered with complimentary neutral shades that inspire good vibes, with an added calming, feel-good bonus.
In Shutterstock’s Colour Trends 2022 blog, you see corals, purples, and pinks being featured.
At Benjamin Moore they’ve chosen “October Mist” ( a kind of sage green) as their colour of the year for 2022 paired in a palette of neutrals like Morning Dew, Natural Linen and Collector’s Item. Visit Behr’s blog and you’ll see even more of the trend to earthy and serene colours that we’ve been talking about.
Colour giant Pantone announces Very Peri as Pantone pick of the year — there’s no doubt that purples and blues are making a resurgence and if your brand is trying to convey courage, creativity and confidence these colours could be an option with the right dose of neutrals peppered in.
If you’re looking for a brand refresh with new colours, or you need a full brand discovery, give Original Ginger a call. We’ll help you find the perfect colours to brighten your brand message and connect with your brand culture and values, even if you’re still stuck trying to figure out which socks go best with your favorite pants. (We can probably help with that, too!)
To learn more about brand identity visit our brand discovery services page.
To see some of our colourful brand work view our case studies.
– Imagine your brand: authentic and engaging –
Unlock Access to Our Guide:
Why You Need to Think Smarter About Your Brand
You know who you are. What you look like, how you sound, what you care about and believe in. What you offer, what makes you special. Can you say the same about your business? This guide helps you understand the benefits of a strong and authentic brand.
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