Two clients once sat nervously in my studio. They were a tech startup with a business plan and a deadline. What they wanted to know was: How on earth was I going to communicate their brand through a logo?
In the world of brand, Colour has high impact. Research shows that Colour improves brand recognition by up to 80%. Then there are the countless infographics out there that explore colour psychology. Red excites the customer apparently, whereas yellow makes us feel more positive. However these sweeping generalisations don’t really account for the wide range of reactions and emotions in between.